The Role Of Need For Uniqueness Moderation On The Effect Of Tourism Attraction On Revisit Intention With Mediation Of Tourist Motivation In Ranupani Lumajang Tourism Village

Abstract

The development of tourist villages is the government's mission to improve people's welfare, through the development of productive businesses in the tourism sector, in accordance with local potential and resources. Rural tourism includes a large number of activities, natural or man-made attractions, facilities and amenities, transportation, marketing and information systems. Revisit intention in the tourism sector is considered an important factor for business growth and continuity, so that businesses grow and develop. This study aims to examine the effect of tourist attraction on tourists' intention to revisit the Ranupani Tourism Village, Lumajang. In addition, this study also examines the moderating role of need for uniqueness and the mediating role of tourist motivation in the relationship between tourist attraction and intention to revisit. Methods: This research is an explanatory research using a quantitative approach using survey methods. The population in this study as a whole is all tourists who are visiting the Ranupani Lumajang Tourism Village. The number of samples is 180 people with the sampling technique in the form of accidental sampling. This study uses the inferential statistical method of structural equation modeling – partial least squares (SEM-PLS) using SmartPLS version 3.3.9 software. Results: The results of the direct interaction test show that tourist attraction has an effect on tourist motivation, tourist motivation has an effect on intention to revisit and tourist attraction has an effect on intention to revisit. Furthermore, the results of the indirect interaction test reveal that the need for uniqueness is able to moderate the relationship between tourist attraction and influence on intention to revisit. The results of the mediation test using the Sobel Test provide empirical evidence that the mediating variable of tourist motivation is able to mediate partially (partial mediation) the relationship between tourist attraction and intention to revisit