From Appeal to Action: The Role of Motivation in Mediating the Effect of Attraction, Accessibility, and Service on Visit Decisions

The tourism industry drives the country’s economic acceleration. By creating better jobs, it will generate entrepreneurship and innovation which shows that the tourism sector is dynamic. Through this the tourism industry has encouraged the acceleration of a country’s economy. The research conducted has the effect of attraction, accessibility, and tourist services on visit decisions through role motivation as a mediating variable at the Gedong Songo Temple Tourism Object. The study used a quantitative method, data collection methods through surveys by distributing questionnaires via google form to respondents. The sampling technique used non-probability sampling with purposive sampling with a total of 100 respondents. Data analysis was carried out using the Structural Equation Modeling (SEM) method with the help of SmartPLS 4.0 software. This study found that attractiveness positively and critically impacts the role motivation, with t-value of 2.912 > 1.96 and significance value of 0.004 < 0.05. The variable accessibility influences positively and significantly on role motivation, with t-value of 4.117 > 1.96 and significance value of 0.000 < 0.05. Then tourist services have a positive and significant effect on role motivation, with t-value of 3.000 > 1.96 and significance value of 0.003 < 0.05, attraction influences positively and significantly on visit decisions with t-value of 2.547 > 1.96 and significance value of 0.011 < 0.05, accessibility influences positively and significantly on visit decisions with t-value of 2.072 > 1.96 and significance value of 0.038 < 0.05, then tourist services are positively and significantly influenced visit decisions, with t-value of 2.923 > 1.96 and significance value of 0.003 < 0.05. The variable role motivation influences positively and significantly on visit decisions with t-value of 3.312 > 1.96 and significance value of 0.001 < 0.05. Furthermore, attraction positively and critically impacts the visit decisions mediated by role motivation with t-value of 2.487 > 1.96 and p-value of 0.013 < 0.05, accessibility positively and critically impacts the visit decisions through role motivation with t-value of 2.190 > 1.96 and p-value of 0.029 < 0.05, role motivation mediates tourist services positively and significantly on visiting decisions with t-value of 2.113 > 1.96 and p-value of 0.035 < 0.05.