Pengaruh Inovasi Teknologi dan Keunggulan Bersaing Destinasi terhadap Keputusan Berkunjung Wisatawan melalui Destination Image pada Hidden Garden Coffee

Kadek Intan Cahyani; Ni Nyoman Sri Wisudawati

doi:10.30640/jmcbus.v4i4.7548

Authors

Kadek Intan Cahyani Universitas Pendidikan Nasional
Ni Nyoman Sri Wisudawati Universitas Pendidikan Nasional

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7548

Keywords:

Competitive Advantage, Destination Image, Technological Innovation, Tourist Behavior, Visiting Decision

Abstract

This study aims to analyze the influence of technological innovation and destination competitive advantage on tourists' visiting decisions at Hidden Garden Coffee, with destination image as a mediating variable. The primary background of this research is the shift in tourist behavior, which has become increasingly dependent on technology, and the intense competition among tourist destinations in Bali.The research method used is quantitative with a descriptive approach. Data were collected by distributing questionnaires to respondents who are tourists of Hidden Garden Coffee. The data analysis technique applied is Partial Least Squares Structural Equation Modeling (SEM-PLS) using SmartPLS 4.0 software. This research model integrates the Theory of Planned Behavior (TPB) to strengthen the analysis of the visiting decision variable. The results are expected to show that technological innovation and competitive advantage have a positive and significant influence on destination image, which in turn increases tourists' intentions and visiting decisions. Destination image is proven to be a crucial mediating variable in linking innovation and destination competitiveness with the final decision of tourists to visit. These findings provide practical implications for the management of Hidden Garden Coffee in designing technology-based marketing strategies and strengthening destination identity.

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