Pengaruh Sikap, Norma Subjektif, dan Kontrol Perilaku terhadap Niat Berwisata Pasca Pandemi COVID-19
DOI:
https://doi.org/10.23887/jmpp.v6i2.60035Keywords:
Niat Berwisata, Pandemi COVID-19, Theory of Planned BehaviorAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari faktor sikap, norma subjektif, dan kontrol perilaku terhadap keinginan untuk melakukan perjalanan wisata pasca pandemi COVID-19. Penelitian ini dilakukan di Daerah Istimewa Yogyakarta dengan sampel sebanyak 298 orang. Jenis penelitian ini merupakan penelitian kuantitatif dengan metode cross-sectional. Analisis data menggunakan uji regresi linear ganda. Hasil uji statistik menunjukkan bahwa faktor sikap, norma subjektif, dan kontrol perilaku baik secara individual maupun simultan berpengaruh secara positif terhadap niat berwisata pasca pandemi COVID-19. Di antara ketiga faktor yang diuji, sikap merupakan faktor yang paling dominan dalam memengaruhi niat berwisata pasca pandemi COVID-19. Hasil dari penelitian ini dapat menjadi mekanisme bagi pemerintah maupun pengelola destinasi wisata untuk membuat langkah-langkah yang terpadu dalam penyelenggaraan pariwisata pasca pandemi COVID-19.
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