Pengaruh Festival Songkran Sebagai Daya Tarik Wisata Dan Citra Destinasi Terhadap Minat Berkunjung Kembali Generasi Z Indonesia Ke Bangkok, Thailand

Abstract

This study aims to analyze the influence of the Songkran Festival as a tourist attraction and destination image on the revisit intention of Indonesian Generation Z tourists to Bangkok, Thailand. The research employed a quantitative method with descriptive and verification approaches. Data were collected through questionnaires distributed to 100 respondents who had visited the Songkran Festival and Bangkok, Thailand, and analyzed using validity and reliability tests, descriptive statistics, correlation analysis, coefficient of determination, simple and multiple linear regression, as well as t-test and F-test. The results show that the Songkran Festival obtained a mean score of 4.41 (very good category), destination image of Bangkok scored 4.34 (very good category), and revisit intention scored 4.36 (very high category). The regression results indicate that both the Songkran Festival and destination image significantly influence revisit intention, either partially or simultaneously, with a contribution of 48.3%. In conclusion, a better festival attraction and stronger destination image lead to higher revisit intention among tourists. The study recommends strengthening the cultural values of the Songkran Festival and improving Bangkok’s destination image promotion to increase the interest of Generation Z tourists in revisiting.

Keywords: songkran festival, destination image, revisit intention, generation z, Bangkok