Pengaruh Motivasi Wisatawan Terhadap Tingkat Berkunjung Ulang di Kawasan Heritage Jalan Braga Kota Bandung

Abstract

This study aims to analyze the influence of tourist motivation on revisit intention in the heritage area of Braga Street, Bandung City. The research method used is a quantitative approach with descriptive and verificative analysis. Data were collected through questionnaires distributed to 100 respondents who had previously visited Braga Street. The data analysis techniques included validity and reliability tests, descriptive analysis, correlation coefficient, coefficient of determination, simple linear regression, and hypothesis testing (t-test). The results indicate that tourist motivation has a positive and significant effect on revisit intention, with a correlation coefficient value of 0.641, categorized as a strong relationship. The coefficient of determination of 41.1% shows that tourist motivation contributes to revisit intention, while the remaining percentage is influenced by other factors not examined in this study. The t-test results reveal that the calculated t-value is greater than the t-table value, meaning the hypothesis is accepted. In conclusion, higher tourist motivation leads to a stronger intention to revisit. It is recommended that destination managers improve facilities, safety, and promotional strategies to enhance tourist experiences and encourage repeat visits.

Keywords: tourist motivation, revisit intention, heritage area, braga street, tourism