PERAN PLANNED OF BEHAVIOR THEORY SEBAGAI PEMEDIASI PENGARUH ONLINE TRAVELER REVIEW DAN CITRA DESTINASI TERHADAP NIAT BERKUNJUNG WISATAWAN DI DESA WISATA WIAU LAPI KABUPATEN MINAHASA SELATAN
Main Article Content
Rommy Loindong
Jacky Sumarauw
Michael Raintung
This study aims to analyze the role of the Theory of Planned Behavior (TPB) as a mediator in the influence of Online Traveler Reviews (OTR) and Destination Image on the visitation intentions of tourists in Wiau Lapi Tourism Village, South Minahasa Regency. This tourism village has experienced a decline in tourist visits from 510 in 2022 to 518 in 2024, thus requiring an understanding of the factors that influence visit intention to increase the attractiveness of the destination. Using a quantitative approach with a survey method, data were collected through a Google Form questionnaire from 100 respondents selected using purposive sampling. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the measurement and structural models. The measurement model test results showed adequate convergent validity, discriminant validity, and construct reliability, with a good model fit (SRMR=0.072, d-ULS=0.789, d-G=1.125, Chi-Square=552.241, NFI=0.768, GoF=0.667, Q²=0.290-0.679). R-square for Visiting Intentions was 0.375 and for TPB was 0.696. Hypothesis testing revealed that OTR and Destination Image significantly influence TPB, but not directly on Visiting Intentions. TPB significantly influences Visiting Intentions and acts as a full mediator for the influence of OTR and Destination Image. The f-square effect shows a moderate to large contribution from the independent variables.
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