THE EFFECT OF BATU CITY TOURISM ATTRACTION AND ACCESSIBILITY ON TOURIST SATISFACTION

Abstrak

In a competitive business world, it is important to prioritize tourist satisfaction. However, in reality, not all businesses are aware of what factors are the main contributors to make it happen. If this is continuously neglected, of course the impact on competitive advantage and business sustainability cannot be calculated. For this reason, with this research, it is possible to estimate the determinants of tourist satisfaction based on tourism attractiveness and accessibility. Knowing the effect based on attractiveness and accessibility on tourist satisfaction is a predetermined goal. This quantitative research is located in Batu City, Malang Regency with data collection techniques using observation and distributing questionnaires related to tourist objects in Batu City. This study took the involvement of 100 respondents. They were asked for their opinion while at a tourist attraction in Batu City. SPSS version 26 will help to analyse the data through multiple linear regression analysis. The findings of this study can explain that the influence exerted by tourism attractiveness and accessibility on tourist satisfaction can be significant based on partial and simultaneous tests