A Model for Development of Tourists' Revisit Interests to Super Priority Tourism of Lake Toba during the Covid-19 Pandemic

Abstract

The focus of this research was to assess a model for increasing returning tourists' interest in Lake Toba's super-priority tourism during the Covid-19 pandemic. The investigation was conducted quantitatively using a Path Analysis model. Primary data sources accessed via a questionnaire. This study included all tourists who visited Lake Toba's super-priority tourism, which totaled 12,371,465 visitors. The data analysis technique employs SEM with the assistance of AMOS 24.0, and includes tests for validity, reliability, model feasibility, and hypothesis testing. According to the data and analysis, it can be concluded that: 1) Functional Value, Emotional Value, Social Value, and Epistemic Value variables all have a positive and significant effect on tourist satisfaction; 2) Conditional Value has no positive or significant effect on tourist satisfaction; 3) Functional Value, Social Value, and Epistemic Value variables all have a positive and significant effect on returning tourist interest; and 4) Variables all have a positive and significant effect on returning tourist interest.