Pariwisata olahraga, khususnya event maraton berskala internasional, telah menjadi instrumen strategis bagi destinasi perkotaan dalam membangun daya saing dan loyalitas wisatawan. BTN Jakarta International Marathon (BTN JAKIM) 2025 merupakan salah satu event lari terbesar di Indonesia yang mendapat dukungan penuh dari Pemerintah Provinsi DKI Jakarta. Namun demikian, belum tersedia model pengukuran empiris yang memetakan kontribusi dukungan pemerintah dan pengalaman emosional peserta terhadap loyalitas destinasi dalam konteks mega-urban maraton di negara berkembang.
Penelitian ini bertujuan untuk mengidentifikasi pengaruh dukungan pemerintah dan pengalaman emosional peserta terhadap nilai fungsional dan nilai emosional, serta implikasinya terhadap kepuasan wisatawan dan loyalitas destinasi pada BTN JAKIM 2025. Penelitian menggunakan pendekatan kuantitatif dengan kerangka Stimulus–Organism–Response (S-O-R). Pengumpulan data dilakukan melalui kuesioner daring kepada 286 responden valid yang merupakan peserta BTN JAKIM 2025. Analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan perangkat lunak WarpPLS versi 8.0.
Hasil penelitian menunjukkan bahwa dukungan pemerintah berpengaruh positif dan signifikan terhadap nilai fungsional dan nilai emosional. Pengalaman emosional peserta juga berpengaruh positif dan signifikan terhadap nilai fungsional dan nilai emosional. Nilai fungsional terbukti berpengaruh positif terhadap kepuasan wisatawan dan loyalitas destinasi. Nilai emosional berpengaruh positif terhadap kepuasan wisatawan dan loyalitas destinasi. Kepuasan wisatawan terbukti berpengaruh positif dan signifikan terhadap loyalitas destinasi. Model secara keseluruhan memiliki kemampuan prediktif yang memadai dengan nilai Average R-Squared (ARS) sebesar 0,459 dan Average Adjusted R-Squared (AARS) sebesar 0,455.
Implikasi dari penelitian ini mendorong Pemerintah Provinsi DKI Jakarta dan penyelenggara event untuk mengoptimalkan dukungan infrastruktur, keamanan, promosi, dan penciptaan pengalaman emosional yang intens guna membangun loyalitas peserta terhadap Jakarta sebagai destinasi pariwisata olahraga. Penelitian ini juga berkontribusi pada pengisian celah literatur S-O-R dalam konteks mega-urban maraton di negara berkembang.
Sport tourism, particularly large-scale international marathon events, has become a strategic instrument for urban destinations to build competitiveness and tourist loyalty. The BTN Jakarta International Marathon (BTN JAKIM) 2025 is one of Indonesia's largest running events, receiving full support from the DKI Jakarta Provincial Government. However, an empirical measurement model that maps the contribution of government support and participants' emotional experience to destination loyalty in the context of a mega-urban marathon in a developing country has yet to be established.
This study aims to identify the influence of government support and emotional experience on functional value and emotional value, and their implications for tourist satisfaction and destination loyalty at BTN JAKIM 2025. This study employed a quantitative approach within a Stimulus–Organism–Response (S-O-R) framework. Data were collected through an online questionnaire administered to 286 valid respondents who participated in BTN JAKIM 2025. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS version 8.0 software.
The results show that government support has a positive and significant influence on both functional value and emotional value. Participants' emotional experience also has a positive and significant influence on both functional value and emotional value. Functional value was proven to positively influence tourist satisfaction and destination loyalty. Emotional value positively influences tourist satisfaction and destination loyalty. Tourist satisfaction was proven to have a positive and significant influence on destination loyalty. The overall model demonstrated adequate predictive capability with an Average R-Squared (ARS) value of 0.459 and an Average Adjusted R-Squared (AARS) value of 0.455.
The implications of this study encourage the DKI Jakarta Provincial Government and event organizers to optimize infrastructure support, security, promotion, and the creation of intense emotional experiences to build participants' loyalty toward Jakarta as a sport tourism destination. This study also contributes to filling the literature gap on S-O-R in the context of mega-urban marathons in developing countries.
Kata Kunci :
dukungan pemerintah, pengalaman emosional, nilai fungsional, nilai emosional, kepuasan wisatawan, loyalitas destinasi, pariwisata olahraga, S-O-R, BTN Jakarta International Marathon
