Peran Budaya Dalam Memoderasi Pengaruh Faktor Destinasi Terhadap Niat Berkunjung Wisatawan Pada Destinasi UMKM Ramah Lingkungan di Papua Barat Daya - Andi Sismar; Anita Kusumawati; Sudirman Sudirman; Dilla Astuti Ningsi; Judith Faith Passingan (Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo, 2026)
ABSTRAKPenelitian ini bertujuan menganalisis pengaruh daya tarik destinasi, kualitas layanan, persepsi ramah lingkungan, citra destinasi, promosi digital, dan budaya terhadap niat berkunjung wisatawan pada destinasi UMKM ramah lingkungan di Papua Barat Daya, serta menguji peran budaya sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 113 wisatawan yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa daya tarik destinasi, kualitas layanan, persepsi ramah lingkungan, citra destinasi, promosi digital, dan budaya berpengaruh signifikan terhadap niat berkunjung wisatawan. Namun, daya tarik destinasi, kualitas layanan, persepsi ramah lingkungan, dan budaya memiliki pengaruh negatif signifikan, sedangkan citra destinasi dan promosi digital berpengaruh positif signifikan terhadap niat berkunjung. Hasil moderasi menunjukkan bahwa budaya memoderasi hubungan daya tarik destinasi dan citra destinasi terhadap niat berkunjung, tetapi tidak memoderasi hubungan kualitas layanan, persepsi ramah lingkungan, dan promosi digital terhadap niat berkunjung. Temuan ini menunjukkan bahwa citra destinasi dan promosi digital merupakan faktor penting dalam meningkatkan niat berkunjung wisatawan, sementara peran budaya bersifat selektif dalam memperkuat pengaruh faktor destinasi tertentu. Hasil penelitian memberikan implikasi bagi pengelola destinasi dan pelaku UMKM dalam mengembangkan pariwisata berkelanjutan berbasis budaya lokal di Papua Barat Daya.Kata Kunci: Daya Tarik Destinasi, Kualitas Layanan, Persepsi Ramah Lingkungan, Citra Destinasi, Promosi Digital, Budaya, Niat Berkunjung ABSTRACTThis study aims to analyze the influence of destination attractiveness, service quality, perceived environmental friendliness, destination image, digital promotion, and culture on tourists' visit intentions at eco-friendly MSME destinations in Southwest Papua, and to examine the role of culture as a moderating variable. The study used a quantitative approach involving 113 tourists selected through purposive sampling technique. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results showed that destination attractiveness, service quality, perceived environmental friendliness, destination image, digital promotion, and culture significantly influenced tourists' visit intentions. However, destination attractiveness, service quality, perceived environmental friendliness, and culture had a significant negative influence, while destination image and digital promotion had a significant positive influence on visit intentions. The results of the moderation showed that culture moderated the relationship between destination attractiveness and destination image on visit intentions, but did not moderate the relationship between service quality, perceived environmental friendliness, and digital promotion on visit intentions. These findings indicate that destination image and digital promotion are important factors in increasing tourists' visit intentions, while the role of culture is selective in strengthening the influence of certain destination factors. The research results provide implications for destination managers and MSMEs in developing sustainable tourism based on local culture in Southwest Papua.Keywords: Destination Attractiveness, Service Quality, Environmentally Friendly Perception, Destination Image, Digital Promotion, Culture, Visit Intention