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Abstract

Pariwisata berbasis pedesaan (rural tourism) semakin diminati wisatawan yang mencari pengalaman autentik di luar jangkauan pariwisata massal. Desa Wisata Ollon di Kabupaten Tana Toraja merupakan salah satu destinasi wisata alam dan budaya yang memiliki potensi besar, namun pengembangannya masih memerlukan kajian mendalam terkait perilaku wisatawan. Penelitian ini bertujuan untuk menguji pengaruh persepsi kenyamanan dan kearifan lokal terhadap niat berperilaku wisatawan. Penelitian ini merupakan penelitian kuantitatif eksplanatori dengan metode pengumpulan data melalui kuesioner yang didistribusikan kepada 200 responden, namun hanya 151 kuesioner yang dapat dianalisis lebih lanjut. Sampel ditentukan dengan metode purposive sampling, yaitu wisatawan yang pernah berkunjung ke Desa Wisata Ollon, Kabupaten Tana Toraja. Data dianalisis menggunakan analisis regresi berganda dengan bantuan SPSS 26. Hasil penelitian menunjukkan bahwa persepsi kenyamanan (R² = 0,639; F = 130,728; p < 0,001) dan kearifan lokal (p = 0,003) berpengaruh positif dan signifikan terhadap niat berperilaku wisatawan. Temuan ini mengimplikasikan bahwa pengelola destinasi perlu meningkatkan fasilitas dan pelayanan yang mendukung kenyamanan wisatawan serta melestarikan dan mempromosikan nilai-nilai kearifan lokal sebagai daya tarik unggulan.

Keywords

Persepsi Kenyamanan, Kearifan Lokal, Niat Berperilaku, Rural Tourism, Desa Wisata Ollon

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