Identifying Factors Affecting Domestic Tourist Satisfaction of Tourist Destinations in Indonesia

Muhamad Ariza Eka Yusendra, Niken Paramitasari

Abstract


The objective of this study was to identify the factors affecting domestic tourist satisfaction of tourist destinations. The type of this study was a quantitative descriptive study using Cochran Q test and factor analysis of tourist satisfaction drivers factors. The result of this study showed that there were 38 attributes affecting domestic tourist satisfaction in Indonesia. The first rank was the beauty of natural attractions; the second rank was artificial tourism attractions; and, the third rank was the cost and cleanliness of facilities and environment of tourism destinations. Furthermore, all these attributes were clustered into several factors: attraction, amenities, accessibility, hospitality, and ancillary. The significance of this study is that the identified factors are beneficial for stakeholders as the indicators of customer satisfaction.

Abstrak dalam Bahasa Indonesia : Tujuan penelitian ini adalah untuk mengidentifikasi faktor-faktor yang mempengaruhi kepuasan wisatawan domestik terhadap suatu destinasi wisata.  Jenis penelitian ini adalah penelitian deskriptif kuantitatif, menggunakan alat analisis Cochran Q test dan analisis faktor terhadap faktor-faktor pendorong kepuasaan wisatawan. Hasil penelitian ini menunjukkan terdapat 38 atribut yang mempengaruhi kepuasan wisatawan domestik di Indonesia. Lebih lanjut diperoleh ranking pertama ditempati oleh keindahan obyek wisata alam, ranking kedua ditempati oleh daya tarik wisata buatan dan ranking tiga ditempati oleh tingkat harga dan kebersihan fasilitas dan lingkungan destinasi wisata. Kegiatan penelitian kemudian dilanjutkan dengan pengelompokan atribut menjadi faktor-faktor, dimana ditemukan 5 faktor utama yaitu attraction, amenities, accessibility, hospitality dan ancillary. Pentingnya penelitian ini adalah bahwa faktor-faktor yang teridentifikasi bermanfaat bagi para pemangku kepentingan sebagai indikator kepuasan pelanggan.


Keywords


Domestic Tourist Satisfaction; Indonesian Tourism



DOI: http://dx.doi.org/10.19166/derema.v13i2.792

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