Electronic Theses and Dissertation

Abstrak studi ini melihat pengaruh destination brand dan emotional experience terhadap behavioral intention wisatawan di banda aceh, dengan satisfaction bertindak sebagai variabel mediasi. penelitian ini didasarkan pada potensi banda aceh untuk mengembangkan pariwisata halal, yang memiliki integritas islam sebagai identitas khas dalam pariwisata. penelitian ini menggunakan 129 responden yang diambil dengan teknik purposive sampling. dengan responden yang pernah berkunjung ke banda aceh dengan usia minimal 20 tahun. hasil penelitian menunjukkan bahwa destination brand secara signifikan dan positif mempengaruhi satisfaction wisatawan dan behavioral intention. emotional experience juga secara positif dan signifikan mempengaruhi satisfaction. namun, emotional experience tidak secara langsung memengaruhi behavioral intention. tapi, satisfaction ditemukan secara signifikan memediasi hubungan antara destination brand dan emotional experience dengan behavioral intention. hal ini menunjukkan bahwa destination brand yang kuat dan emotional experience yang positif meningkatkan satisfaction, yang selanjutnya mendorong behavioral intention wisatawan untuk mengunjungi kembali dan merekomendasikan banda aceh. kata kunci: merek destinasi, pengalaman emosional, niat perilaku, kepuasan

ABSTRACT This study investigates the influence of destination brand and emotional experience on the behavioral intention of tourists in Banda Aceh, with satisfaction acting as a mediating variable. This research is based on Banda Aceh's potential to develop halal tourism, which has Islamic integrity as a distinctive identity in tourism. This study used a purposive sampling technique with 129 respondents who visited Banda Aceh and were at least 20 years old. The results showed that the destination brand significantly and positively influenced tourist satisfaction and behavioral intention. Emotional experience also positively and significantly influenced satisfaction. However, emotional experience did not directly influence behavioral intention. However, satisfaction was found to significantly mediate the relationship between destination brand and emotional experience with behavioral intention. This indicates that a strong destination brand and positive emotional experience increase satisfaction, which will encourage behavioral intention of tourists to revisit and recommend Banda Aceh. Keywords: Destination Brand, Emotional Experience, Behavioral Intention, Satisfaction