ANTESEDEN MINAT BERKUNJUNG KEMBALI WISATAWAN SPIRITUAL DI BALI (THE ANTECEDENT OF SPIRITUAL TOURIST REVISIT INTENTION IN BALI)

ABSTRAK Bali merupakan daerah tujuan wisata (DTW) primadona di Indonesia, tingginya kunjungan wisatawan merupakan peluang besar untuk meningkatkan revisit intention pada pariwisata spiritual Bali. Penelitian ini bertujuan unuk mengetahui pengaruh motivasi wisata spiritual, service quality, dan customer experience guna meningkatkan revisit intention pada wisatawan spiritual di Bali. Berdasarkan tingkat kunjungan wisatawan pada masing – masing kabupaten dan branding pariwisata spiritual, penelitian ini dilakukan di Kabupaten/Kota Tabanan, Badung, Gianyar, dan Karangasem dengan responden 50 orang wisatawan domestik dan 50 orang wisatawan mancanegara. Metode pengumpulan data menggunakan penyebaran kuesioner. Teknik analisis yang digunakan pada penelitian ini yaitu statistik deskriptif, statistik inferensial, analisis jalur, dan uji asumsi klasik yang terdiri atas uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas serta uji sobel. Hasil penelitian menunjukkan motivasi wisata spiritual berpengaruh positif dan signifikan terhadap customer experience, service quality berpengaruh positif dan ssignifikan terhadap customer experience, motivasi wisata spiritual berpengaruh positif dan signifikan terhadap revisit intention, service quality berpengaruh positif dan signifikan terhadap revisit intention. Kata kunci : motivasi wisata spiritual, service quality, customer experience, revisit intention. ABSTRACT Bali is a prima donna tourist destination (DTW) in Indonesia, the high level of tourist visits is a great opportunity to increase revisit intention on Balinese spiritual tourism. This study aims to determine the effect of spiritual tourism motivation, service quality, and customer experience to increase revisit intention for spiritual tourists in Bali.Based on the level of tourist visits to each - massing districts and spiritual tourism branding, this research was conducted in Tabanan, Badung, Gianyar, and Karangasem Regencies with respondents of 50 domestic tourists and 50 foreign tourists. Methods of collecting data through questionnaires. The analysis technique in this study is descriptive statistics, inferential statistics, path analysis, and classic assumption tests which consist of normality test, multicollinearity test, and heteroscedasticity test and sobel test. The results showed that the motivation of spiritual tourism has a positive and significant effect on customer experience, service quality has a positive and significant effect on customer experience, spiritual tourism motivation has a positive and significant effect on revisit intention, service quality has a positive and significant effect on revisit intention. Keywords : spiritual tourism motivation, service quality, customer experience, revisit intention