Influence of Destination Social Responsibility and Destination Reputation on Intention to Revisit with Perceived Trust as a Mediating Variable during the Covid-19 Pandemic Period at Tunjungan Plaza Surabaya

Pariwisata dan industri kreatif menjadi salah satu sektor yang paling terdampak dari pandemi Covid-19, termasuk diantaranya yaitu pusat perbelanjaan yang menjadi salah satu bagian dari wisata belanja.  Berbagai upaya perlu dilakukan oleh pengelola destinasi agar dapat meningkatkan kepercayaan dan mendorong tingkat kunjungan ulang guna mempertahankan profitabilitas sebuah destinasi.  Penelitian ini bertujuan untuk mengetahui pengaruh dari tanggung jawab sosial destinasi, reputasi destinasi,dan perceived trust terhadap niat berkunjung ulang pada masa pandemi covid-19. Pengunjung Tunjungan Plaza Surabaya selama masa pandemi menjadi fokus pada penelitian ini dengan kriteria responden berusia 15-54 Tahun dan telah mengunjungi setidaknya 2 kali selama masa pandemi. Kuesionor online disebarkan kepada total 200 responden dan dilanjutkan dengan analisis data Path Analysis. Penelitian ini membuktikan bahwa terdapat pengaruh positif dari tangung jawab sosial destinasi dan reputasi destinasi terhadap perceived trust serta niat berkunjung ulang. Hasil lain penelitian ini juga menemukan bahwa perceived trust berpengaruh terhadap niat berkunjung ulang serta mampu menjadi mediasi dalam hubungan tangung jawab sosial destinasi dan reputasi destinasi terhadap niat berkunjung ulang. Penelitian ini menunjukkan pentingnya peran dari tanggung jawab sosial destinasi, reputasi destinasi dan perceived trust dalam menciptakan niat berkunjung ulang pengunjung terlebih pada masa krisis pandemi covid-19.

Tourism and the creative industry are among the sectors most affected by the Covid-19 pandemic, including shopping centers, which are part of shopping tourism. Various efforts need to be made by destination managers in order to increase trust and encourage re-visit rates in order to maintain the profitability of a destination. This study aims to determine the effect of destination social responsibility, destination reputation, and perceived trust on the intention to revisit during the Covid-19 pandemic. Visitors of Tunjungan Plaza Surabaya during the pandemic period were the focus of this study with the criteria that respondents were 15-54 years old and had visited at least 2 times during the pandemic period. Online questionnaires were distributed to a total of 200 respondents and continued with Path Analysis data analysis. This study proves that there is a positive effect of destination social responsibility and destination reputation on perceived trust and intention to revisit. Other results of this study also found that perceived trust has an effect on the intention to revisit and is able to mediate in the relationship between the destination's social responsibility and the destination's reputation for the intention to re-visit. This research shows the importance of the role of destination social responsibility, destination reputation and perceived trust in creating the intention to revisit of visitors, especially during the Covid-19 pandemic crisis.