Peran Wisata Edukasi, Niat Perilaku dan Lokasi dalam Mendorong Niat Kunjungan Ulang Wisata Edukasi Berbasis Industri Lokal
DOI:
https://doi.org/10.30737/jintan.v6i1.7269Keywords:
Educational tourism, Local industry, Theory of planned behaviorAbstract
Local industry-based education is a form of tourism that integrates learning and recreational activities to provide meaningful experiences for visitors. The purpose of this study is to determine the roles of location, intention, and educational tourism in visitation intention, which is examined using the Theory of Planned Behavior (TPB). This study employed a quantitative, survey-based approach, distributing questionnaires to 30 third-semester students of the Faculty of Agriculture, Kadiri University, who participated in educational tourism activities at PT Rumah Atsiri Indonesia. The TPB framework was used to explain the formation of behavioral intentions that reflect attitudes, social support, and individual ability in planning return visits. The data was analyzed using multiple linear regression. The results of the analysis show that the educational tours at Rumah Atsiri Indonesia received excellent ratings, particularly in terms of the delivery of learning materials, the availability of facilities, educational value, and hands-on experience with plants and the essential oil processing process. The students' behavioral intentions were categorized as very high, reflecting a positive attitude and a strong tendency to make repeat visits. The location aspect was rated as good in terms of comfort and ease of access, although transportation convenience was still a consideration for some respondents. The students' intention to revisit was high, as demonstrated by their desire to return, participate in further educational activities, and recommend the destination to others. Overall, educational tours and location factors played a significant role in shaping the intention to revisit, with behavioral intention as a key component, as described in the Theory of Planned Behavior.
Edukasi berbasis industri lokal merupakan bentuk pariwisata yang mengintegrasikan aktivitas pembelajaran dan rekreasi sehingga mampu memberikan pengalaman bermakna bagi, pengunjung. Tujuan penelitian ini adalah untuk mengetahui peran lokasi, niat dan peran wisata edukasi terhadap niat kunjungan yang dikaji menggunakan pendekatan Theory of Planned Behavior (TPB). Penelitian ini menerapkan pendekatan kuantitatif dengan metode survei, yang dilakukan melalui penyebaran kuesioner kepada 30 mahasiswa semester 3 Fakultas Pertanian Universitas Kadiri yang berpartisipasi dalam kegiatan wisata edukasi di PT Rumah Atsiri Indonesia. Kerangka TPB digunakan untuk, menjelaskan pembentukan, niat perilaku yang mencerminkan sikap, dukungan sosial, dan kemampuan individu dalam merencanakan kunjungan kembali. Data dianalisis menggunakan metode regresi linier berganda. Hasil analisis menunjukkan bahwa pelaksanaan wisata edukasi di Rumah Atsiri Indonesia memperoleh penilaian sangat baik, khususnya pada aspek penyampaian materi pembelajaran, ketersediaan fasilitas,, nilai edukatif, serta pengalaman langsung mengenai tanaman dan proses pengolahan atsiri. Niat perilaku mahasiswa termasuk dalam ketegori sangat tinggi, yang mencerminkan sikap positif serta kecenderungan yang kuat untuk melakukan kunjungan ulang. Aspek lokasi dinilai baik dari sisi kenyamanan dan kejelasan akses, meskipun kemudahan transportasi masih menjadi pertimbangan bagi sebagian responden. Niat kunjungan ulang mahasiswa tergolong tinggi, ditunjukkan oleh keinginan, untuk kembali berkunjung, mengikuti kegiatan edukasi lanjutan, serta merekomendasikan destinasi kepada pihak lain. Secara keseluruhan, wisata edukasi dan faktor lokasi memiliki berperan yang signifikan dalam membentuk niat untuk melakukan nkunjungan ulang, dengan niat perilaku sebagai komponen kunci sebagaimana dijelaskan dalam kerangka Theory of Planned Behavior.
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