ABSTRACT

Borobudur Temple is a World Heritage Site in Java, Indonesia, that sees millions of visitors each year. However, first-time sightseers make up the vast majority of visitors, leaving questions as to why few people decide to return to the site. This study aimed to analyze the effects of perceived service quality, perceived value, expectation, and visitor management on visitor satisfaction, and the effect of satisfaction on revisit intention. Data analysis comprised descriptive analysis to determine Borobudur visitors’ agreement level with the aforementioned variables, correlation analysis of these variables with respondents’ characteristics, and regression analysis to identify the effect of the variables on revisit intention. Country of origin was the only visitor characteristic to have a positive and significant correlation with revisit intention. Our hypothesis that all variables have a positive and significant correlation with revisit intention was confirmed, but contrary to previous studies, expectation and perceived value had a greater impact on revisit intention than satisfaction and visitor management. Based on these findings, development of Borobudur and other cultural heritage sites should primarily take visitors’ expectations into account, along with the cultural values inherent in the temple. Visitor experience should be maximized alongside maintaining the cultural significance of the site.

摘要

婆罗浮屠寺是印度尼西亚爪哇的世界遗产，每年接待数百万游客。然而，初次观光者占游客的绝大多数，留下了关于为什么很少有人决定返回该网站的问题。本研究旨在分析感知服务质量、感知价值、期望和访客管理对访客满意度的影响，以及满意度对重游意愿的影响。数据分析包括描述性分析以确定婆罗浮屠游客对上述变量的同意程度，这些变量与受访者特征的相关性分析，以及回归分析以确定变量对重游意愿的影响。原籍国是唯一与重游意愿呈正相关且显着相关的游客特征。我们假设所有变量都与重游意愿呈正相关且显着相关，但与之前的研究相反，期望和感知价值对重游意愿的影响大于满意度和访客管理。基于这些发现，婆罗浮屠和其他文化遗产的开发应首先考虑游客的期望，以及寺庙固有的文化价值。在保持网站的文化意义的同时，应该最大限度地提高游客体验。婆罗浮屠和其他文化遗产的开发应首先考虑游客的期望，以及寺庙固有的文化价值。在保持网站的文化意义的同时，应该最大限度地提高游客体验。婆罗浮屠和其他文化遗产的开发应首先考虑游客的期望，以及寺庙固有的文化价值。在保持网站的文化意义的同时，应该最大限度地提高游客体验。