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.
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