THE ROLE OF DESTINATION SERVICE QUALITY IN INCREASING DESTINATION POSITIONAL ADVANTAGE AND DESTINATION REPATRONAZING INTENTION ON TOURISM NORTH SUMATRA Maulidina, Endang Sulistya Rini, Paham Ginting, Beby Karina F. Sembiring
Doctoral Program in Management Science
Faculty of Economic and Business
Universitas Sumatera Utara, Medan, Indonesia
*maulidinabachtiar[at]gmail.com,
*Corresponding author: Dr. Endang Sulistya Rini, SE., M.Si, endang.sulistya[at]usu.ac.id
Prof. Dr. Paham Ginting, MS.
Dr. Beby Karina F. Sembiring, SE.,M,Si., beby[at]usu.ac.id
Abstract
The researcher^s purpose is to analyze the impact given by destination service quality ton destination positional advantage of tourist sites which will eventually provide increased destination repatronazing intention for tourist sites in North Sumatra. The respondents of this study are local tourists who have visited several tourist locations in North Sumatra. The number of respondents to this study was 110 people. Questionnaires were used to collect the perceptions of those respondents. Meanwhile, the data analysis technique uses SEM-PLS. The results of this study show that destination service quality is positive and significantly affects destination positional advantage and destination repatronazing intention. In addition, destination positional advantage has a significant indirect effect on destination service quality in influencing destination repatronazing intention. These results provide information that destination service quality and destination positional advantage are important factors to increase destination repatronazing intention in North Sumatra. This study did not group respondents by tourist location but collect into one large group of respondents. Therefore, the next study can group respondents according to tourist locations so that they cannot clearly know the tourist locations that need attention related to destination service quality and destination positional advantage.
Keywords: Destination Service Quality- Destination Positional Advantage- Destination Repatronizing Intention- North Sumatra Tourism
