The HOSPITALITY EXPERIENCE AND TOURIST VISIT INTENTION AT GOA BANGKANG LOMBOK

Abstract

Tourist experience is an important aspect in destination management because visitors evaluate not only the attractiveness of a destination but also the experience obtained during their visit. Hospitality experience, including how visitors are welcomed, cared for, and made comfortable, may contribute to tourists' intention to visit a destination. This study aims to analyze tourists' perceptions of hospitality experience, identify tourist visit intention, and examine the effect of hospitality experience on visit intention at Goa Bangkang Lombok. A quantitative approach with an explanatory survey design was employed. Data were collected using a five-point Likert-scale questionnaire from 63 respondents who had visited Goa Bangkang Lombok and were at least 17 years old. The data were analyzed using descriptive statistics, validity and reliability tests, normality, linearity, heteroscedasticity, and simple linear regression. The instrument demonstrated high internal consistency, with a Cronbach's Alpha value of 0.938 for 30 items. The regression analysis indicated a positive and statistically significant relationship between hospitality experience and tourist visit intention, with a regression coefficient of 0.140, t-value of 9.946, and significance level below 0.001. The coefficient of determination (R²) was 0.619, indicating that hospitality experience explained 61.9% of the variance in visit intention in the research model. The findings highlight the relevance of hospitality experience in understanding tourist behavioral intentions in nature-based destinations.