INTERVENSI KEPUASAN WISATAWAN DAN WOM ELEKTRONIK TERHADAP KUALITAS DALAM MEMPENGARUHI MINAT KUNJUNG KEMBALI

Abstract

The quality is an assessment between expectations and reality that obtained by tourist. Quality shows how the service on consumer. It makes marketers using the quality to increasing profits. Implicitly, quality can be a persuasion message that used to influence tourist attitude and behavioral intention. The Sangiran Museum applied this strategy, hoping that tourist will have desire and intention to revisit. This strategy used to support promotional programs. Several studies have shown that quality as a message can affect revisit intention. It can be happen directly and indirectly. The elaboration likelihood are used to predict how the message influence attitudes and behavioral intention. Interventions through satisfaction can show how the messages processed through peripheral routes, while interventions through electronic-WOM activities can explain how the internet can influence the use of central routes. The results of statistical calculations at 150 respondents prove that quality as a message didn’t affect revisit intention. However, through tourist satisfaction and electronic-WOM activities are proven to bring correlations out between qualities and revisit intention. It showed that satisfaction and electronic WOM can be a suppressor variable. The peripheral route shows that satisfied tourists will bring the interest up to revisit intention. The analogy of simple decisions is very visible in the use of peripheral routes. The central route is possible to occur through electronic-WOM activities. The amount of positive information about the destination can be used as motivation in elaborating quality, so that more positive information on the internet will affect the revisit intention. It will make strong behavioral change.