The Influence of Location and Destination Image on Revisit Intention at the Mepet Sawah Tourist Attraction in Rokan Hilir Regency

Abstract

This research is motivated by the problem of the fluctuating number of tourists at the Mepet Sawah tourist attraction in Rokan Hilir district, which is thought to be caused by an imbalance between tourist attractions and tourist satisfaction being the driving force in this research. This study aims to determine the effect of location and destination image on the tendency of tourists to return to the Mepet Sawah tourist attraction. This analysis uses intention to return as the dependent variable, by combining the independent variables namely location and image of the destination. To distribute the data in this study, questionnaires were used as a quantitative tool and tourists at the Mepet Sawah tourist attraction were used as the research sample. A sample of 50 respondents was selected using a basic random sampling procedure. Multiple linear regression was used as data analysis using IBM SPSS version 20.0. The regression model in this study is Y=-790,990+1,113 +2,750 . This study shows that the location variable (X1) and destination image (X2) simultaneously influence the intention to return, with a significance value of 0.000 <5% or 0.05. In addition, the location variable (X1) has a significance value in the partial test of (0.016) < (0.05), then the destination image variable (X2) has a significance value of (0.000) < (0.05) which indicates that the two variables has a partially significant effect on the variable Interest to Revisit (Y). The ability to observe location variables and destination image is supported by a further Adjusted R value of 0.594 meaning that the ability to observe location variables and destination image can explain each relation to the interest variable to return statistically is 59.4% (D) while the remainder is 50.6 % is explained by another variable x which is not used in this study (Epsilon/e).