ANALYSIS OF FACTORS AFFECTING RETURN VISITS: A STUDY ON RELIGIOUS TOURISM OF SUNAN AMPEL SURABAYA

This study aims to analyze the factors that influence the return visits to the Sunan Ampel religious tourism object in Surabaya. This research departs from the existing research problem, namely how to increase the number of visitors returning to the SunanAmpel Religious tourism object in Surabaya. This research was conducted by examining the influence of Tourism Image, Tourism Quality and Customer Value in order to increase the interest in returning to Sunan Ampel Surabaya religious tourism objects, where tourist attraction is used as an intervening variable. The population of this study is the tourists who visit the Sunan Ampel Religious tourism object, and who have visited twice. With age criteria ranging from 16 to 40 years among teenagers to the elderly. The sample of this study were 150 respondents obtained by purposive sampling method. The data analysis method in this study used path analysis with smart PLS software. The results of this study prove that 3 hypotheses are accepted and 1 hypothesis is rejected. The received hypotheses include the quality of tourism, and the image of tourism which have a positive and significant effect on tourist attraction, and the customer value has a positive and significant effect on the interest to visit again. The rejected hypothesis represents the tourist attraction which has a negative effect on interest in returning.


I. IntroDUCtIon
Revisit intention is a consumer commitment that is formed after purchasing both goods and services, the commitment that arises is due to a positive impression from consumers of a brand, and consumers who feel satisfied with the purchase (Rosalina &Kusumawati in Lusiana, 2020). Moreover, high revisit intention indicates a high level of customers who want to repurchase a product or service. It will also giving positive impact to the products or services that are marketedThis high interest in revisits will have a positive impact on the success (Thamrin& Francis in Lusiana2020).Revisit intention is usually inspired by the experiences of tourists who have visited the tourism objects (Anshori et.al., 2020). Surabaya is one of the tourist destinations in East Java that be visited by domestic and International tourists who come for religious visit, shopping, culinary, heritage, and golf. The high intensity of tourist visits is a great opportunity to increase revisit intention forSurabaya tourism (Anshori, 2010).
One of the attractions in Surabaya that is visited by many tourists is the religious tourism area of the SunanAmpel Mosque. The charm of culture, art, and history contained in the SunanAmpel Mosque has its own charm for tourists. SunanAmpel Mosque is a mosque founded by RadenAchmadRachmatullah in 1421, it built during the reign of the Majapahit kingdom.SunanAmpel religious tourism area was built with ancient Javanese architecture, with a thick Arabic ambiance. The specialty of SunanAmpel Tourism is an old and historic mosque building that is still well preserved. The structure of the building with large and high pillars made of wood, as well as a solid ceiling architecture shows the strength of this building across the ages. This mosque is a tourist and pilgrimage destination that is always busy with visitors (Anshori &Kusrianto, 2011). In addition, to preserve this historical area, the Surabaya City Government has designated the Ampel Mosque as a cultural heritage and made this area a religious tourism destination. In Indonesia's Official Tourism Website, it is stated that the number of visitors to the religious tourism area of the SunanAmpel Mosque on weekdays reaches an average of 1,500-2,000 people, this number will increase when the month of Ramadan arrives. The increasing number of tourists encourages local people to be involved in tourism activities. From the description above, it shows that the emergence of a sharia tourism icon in the religious tourism area of the SunanAmpel Mosque in Surabaya has generated public interest in visiting, and it is interesting to research the factors that influence tourists to have revisit intention in religious tourism at SunanAmpel Surabaya.
Based on the data from the Surabaya City Culture and Tourism Office above, visitors to SunanAmpel's religious tourism in 2016 increase by 2,040,365 visitors compare to the previous year. Then in 2017 there was a decrease to 1,139,799 visitors. In 2018 there was an increase again reaching 1,182,070 visitors. In 2019, there was an increase to 1,968,845 visitors. During 2020, the number of visitors decreased again to 1,625,223 visitors due to the Covid-19 Pandemic. Tourism industry is one of the industries that negatively affected by Covid-19 (Salim et.al., 2021).
According to CNNindonesia.com 2020, it was stated that in 2014 the religious tourism destination of SunanAmpel attracted 12.2 million tourists. Revisit intention is based on several factors, namely satisfaction and a sense of achievement. Satisfaction is a feeling of pleasure or disappointment from someone that arises after the person compares the performance that is thought of with the performance or expected results (Kotler and Proertsch 2006).
The existence of tourism objects can be achieved by increasing visits to each of the tourist destinations offered and creating revisit intention. The first visit will be based on information obtained from various sources so that the value of the visit depends on the satisfaction obtained at the first visit. Generally, tourists will choose a destination based on the image of a destination based on a strong positive image. The affective component of the image shows a person's feelings towards and emotional responses obtained from a tourist destination. An activity in acquiring, managing, organizing, and using knowledge can influence the choice of tourist attractions and tourists behavior as mentioned by Chen & Tsai in Cahyanti&Anjaningrum (2017).
The previous Research for literature review has be done by Nurlestari (2016), Makalew, et.al (2019), Sitanggang, et.al. (2020), Hermawan (2017), Utami& Ferdinand (2018. The summary of the comparation as mentioned on the tabel 1 below: The aim of this research was seeing what factors influence revisit intention to SunanAmpelreligious tourism. Factors that influence revisit intention include tourist attraction, tourist image, tourism quality, and customer value so that revisit intention increase. Moreover, increasing number of tourists through pilgrimage activities can be done by making religious tourism as an important destination by providing good service and a good tourist experience. It will provide positive impact to the region when tourists feel satisfy.

A. Religious Tourism
Religious tourism is a journey to gain experience and lessons. It is also a trip or visit made by both individuals and groups to places that are important in the spread of da'wah and education.According to Pendit (2006), religious tourism or pilgrim tourism is associated with customs, religion and beliefs of people or groups in society. This tourist activity is carried out individually or in groups to holy places, as well as to burial places of leaders who are full of legends. The religious tourism is included in special tourism, because tourists who come have different motivations and tend to things related to myths. In addition, tourists who visit religious tourism objects aim to know the history and architecture of existing buildings. Visitors have their own satisfaction, where indeed this religious tourism object stands out in a society that wants change.

B. Tourist attraction
According to the Law of the Republic of Indonesia No. 10 of 2009 explains that a tourist attraction is anything that has uniqueness, beauty and value in the form of a diversity of natural, cultural and man-made resources that are targeted or visited by tourists.Nyoman in Nurlestari (2016) defines tourist attraction as everything that is interesting and valuable to visit and see. Meanwhile, according to Yoeti (2002) states that tourist attraction is everything that is an attraction for people to visit certain tourist areas.

C. Tourism Image
According to Dobni&Zinkhan in Makalewet. al. (2019) the definition of brand image is a rational and emotional perception of a particular brand. The image for the tourism sector is the perception of tourists towards the tourist area. This perception will arise when tourists have visited a tourist area which can influence the decision to visit. According to Nassaret. al.(2015)tourist image is a picture of a tourist area or the impression of a tourist when visiting a tourist area. The concept of tourism image is closely related to branding destinations that build a positive image to distinguish other tourist areas as stated by Souidenet. al. (2017). The main factor in building a tourist image is to build a tourist area with the characteristics of the area. A positive product image is good for the company because it can increase sales, while a negative product image is bad for the company because it can reduce sales.

D. Tourism Quality
According to Mendes et. al. (2016) Quality is a basic strategy tool for differentiation of the toursim product. Provide quality service at all levels is an essential strategy for the success of the tourist destinations in the competitive condition. Quality is a central concept in marketing strategy because good quality can build customer satisfaction. Some responses are that quality is the most important factor affecting the long-term performance of a business as stated by Budiono (2004).

E. Revisit Intention
Revisit Intention is a tourist behavior where tourists respond positively to tourist areas they have visited so that they encourage them to visit again further (Zhang et. al., 2017). According to Ting and Thurasamy (2016) a good tourist attraction can create a positive impression for tourists so that it raises interest in visiting again at another time. Revisits to tourist areas have direct experiences that strengthen them to visit tourist areas they have visited (Zhang et. al., 2017).

F. Customer Value
Customer value is the result of consumer evaluation of products or services based on the results that be received by consumers (Zethaml, 1988). According to Sheth et el.(1991) customer value can be clarified into three components, namely: Assessment of quality, emotional value and social value of a product.
Questioners distribution and data collection using google docs that be distributed via Whatsapp and social media to 166 the respondents starting December 2020 to August 2021 with 150 met the criteria.This research uses data analysis method using SmartPLS software. According to Ghozali (2014), PLS is an alternative approach that shifts from a covariancebased SEM approach to a variance-based approach. Covariance-based SEM generally tests causality or theory, while PLS is more of a predictive model. However, there is a difference between covariance-based SEM and competitive-based PLS is in the use of structural equation models to test theories or develop theories for prediction purposes.Service qualityshould be beneficial for both the seller and buyer.Therefore, the sale of service should be well managed(Anshori, 2012).

II. reSULtS anD DISCUSSIon
The research framework is as follows: Picture 1. Conceptual Framework

Convergent Validity
Based on the examination of individual item reliability, which can be seen from the standardized loading factor. Standardized loading factor is a description of the magnitude of the correlation between each indicator item and the contract (Husein, 2015 2. aVe discriminant validity can be seen from the average variant extracted (AVE) value for each indicator provided that the value must be > 0.5 for a good model. Composite reliability and Cronbach's alphaThe outer model can be measured in addition to assessing convergent validity and discriminant validity, it can also be done by looking at the reliability of the construct or latent variable which is measured by looking at the composite reliability value. Data that has composite reliability > 0.6 has high reliability. While the reliability test was strengthened by the Cronbach alpha test with the expected value exceeding> 0.7 for all constructs (Andreas, 2010). Based on the results of hypothesis testing (H1), it can be concluded that tourism image (TI)has a positive effect on tourism attraction (TA). The higher the tourist image, it will be the higher the tourism attraction.According to Kartajaya (2007) brand image is the excitement of all associations related to a brand that already exists in the minds of consumers. Meanwhile, according to Kotler and Keller (2009) brand image is a person's process to select, organize, and interpret information input to create a meaningful picture. A high brand image will create product appeal to revisit intention. This supports the research conducted by Wirastomo (2012) which revealed that if a product has a good picture in the minds of consumers, then the product has high brand equity, and this brand equity will shape the attractiveness of the product. This research also supports research conducted by Liu et. al. (2018) which says that the intention of tourists to visit Taiwan is one of the causes, namely the destination image of the city of Taiwan itself.

tabel 4 Composite reliability dan Cronbach's alpha
Based on the results of hypothesis testing (H2), it can be concluded that the tourism quality (TQ) has a positive effect on tourist attraction (TA). It can be concluded that the hypothesis in this study shows a significant positive relationship between tourism quality and tourist attraction.According to Powell in Damayanti and Ferdinand (2015), the principles of tourism attraction are a description of the product quality. It can be said that if the quality of a product is not good then the attractiveness of a product will not be good either.The results of this hypothesis support previous research conducted by Vanegas and Labib (2001) which said that a product does not only have quality if the product is influenced by various aspects, one of which is attractiveness. This supports the research of Mason (1999: 90) which illustrates that the principles of product attractiveness are the embodiment of excellent product quality. The higher the quality of the product, the more attractive the product will be. Kusumahadi (2002) states that the higher the quality of the product that will be received by the customer, the more attractive the product as a whole will be. Rumenganet. al. (2015) research also revealed that product quality has a significant effect on purchasing decisions. Wu et. al. (2000) also states that product attractiveness is the result of excellent product quality so that product quality affects the position of a product.
Based on the results of hypothesis testing (H3), it can be concluded that tourist attraction (TA) has a negative effect on revisit intention (RI). It can be concluded that the hypothesis in this research shows a significant negative relationship between tourist attraction and revisit intention.The results are inversely proportional to the results of research conducted byNurlestari (2016), Liu and Ko (2010)which shows that tourism attractionhas a positive effect on revisit intention.This is in line with a research conducted by Gromang (2003) tourist attraction is a determining element in a tourism offer, a strong attraction and other than others make a tourist attraction able to motivate tourists torevisit intention.While Makalewet. al. (2019) found that promotion, price, tourism image, and physical evidancesimultanly influence revisit intention. The research that be done by Utami and Ferdinand (2018) shows that there are significant influence between tourism image, culture value, tourism destination icon to revisit intention.
Based on the results of the hypothesis test (H4), it can be concluded that the customer value (CV) has a positive effect to revisit intention (RI). The hypothesis in this study shows a significant positive relationship between customer value and revisit intention.The results of this research are supported by Sitangganget. al. (2020), Kwok et al (2015) which shows that customer value can trigger tourists to visit again. Marketers should focus on the high customer value.Customer value is the long-term value that the customer will provide to the company. The creation of customer value also increases the level of customer satisfaction and gives customers a greater chance of staying. This supports the research conducted by Dwityanti (2008) explaining the positive influence between customer value and purchase intention, where the higher the perceived value received by the customer, the higher the purchase intention. Justin Beneke, et al (2013) also mentioned that a positive influence of customer value on the intention to repurchase a product. Moliner et al in Korda and Snoj(2010) and Raza et.al. (2012) also revealed that the higher the customer value, the higher the customer satisfaction value and will have an effect on repurchase interest.

III. ConCLUSIon anD SUggeStIon
The results of this study prove that three hypotheses are accepted and one hypothesis is rejected. The three hypotheses received include that the quality of tourism has a positive and significant effect on tourist attraction, the image of tourism has a positive and significant effect on tourist attraction, and customer value has a positive and significant effect on the interest of visiting again. The rejected hypothesis is that tourist attraction has a negative effect on interest in revisiting.
To increase number of returning visitors to sunan ampel as religious destinantion , it is suggested that the management of SunanAmpel area should be more creative increasing tourism image and torurism quality because those indicators can attract tourists to visit SunanAmpel. During Covid-19 Management also can improve their facilities including health protocol facilities for visitors.