PENGARUH DAYA TARIK DESTINASI TERHADAP LOYALITAS PENGUNJUNG DENGAN PENGALAMAN WISATA SEBAGAI MEDIASI (STUDI PADA PENGUNJUNG TAMAN REKREASI SENGKALING UMM)

This research aims to examine the influence of tourist destination attractiveness and tourist experience on visitor loyalty. This research method uses primary data from questionnaires. A total of 230 respondents using the formula (Lemeshow et al., 1990) were selected using quota sampling with certain criteria for respondents. The respondents selected were visitors who were on a tourist visit, visitors who were carrying out tourist activities independently, not participating in a particular group and were visiting on the weekend. The technique uses Mediation Regression Analysis. The research results show that destination attractiveness has a significant impact on visitor loyalty. However, no significant influence of destination attractiveness on tourism experience was found. Apart from that, tourism experience also does not have a significant effect on visitor loyalty, and there is no mediation between destination attractiveness and visitor loyalty through tourism experience. The research results also showed that the Sengkaling UMM Recreation Park succeeded in providing a pleasant experience for visitors. However, there are still challenges in increasing visit rates and loyalty levels. Destination managers can consider further developing the destination's attractiveness, improving the quality and variety of destination facilities, and designing programs that can increase visitor involvement and emotional ties with the destination.