PREFERENSI WISATAWAN MILENIAL: PENGARUH DAYA TARIK PANTAI TAMBORASI DAN FASILITAS WISATA TERHADAP KEPUTUSAN BERKUNJUNG
DOI:
https://doi.org/10.35145/procuratio.v14i2.5958Kata Kunci:
Tourist Attraction, Tourist Facilities, Decision to Visit, Daya Tarik Wisata, Fasilitas Wisata, Keputusan BerkunjungAbstrak
The development of the tourism sector continues to be a concern for various stakeholders because it contributes to regional economic growth and encourages the development of various business activities in the surrounding area. This study aims to analyze the influence of tourist attractions and tourist facilities on the visiting decisions of millennial tourists at Tamborasi Beach. The study used a quantitative approach with a causal associative research design. The study sample consisted of 95 millennial tourists selected using an accidental sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS software after meeting the instrument's validity and reliability tests. The results indicated that tourist attractions had a positive and significant effect on visiting decisions, while tourist facilities had a positive but insignificant effect on those decisions. These findings indicate that millennial tourists' decisions to visit Tamborasi Beach are more influenced by the uniqueness and attractiveness of the destination than by the availability of tourist facilities. Therefore, destination managers and stakeholders need to maintain the superiority of tourist attractions and improve the quality and relevance of facilities according to the needs and preferences of millennial tourists.
Pengembangan sektor pariwisata terus menjadi perhatian berbagai pemangku kepentingan karena berkontribusi terhadap pertumbuhan ekonomi daerah dan mendorong berkembangnya berbagai aktivitas usaha di sekitarnya. Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik wisata dan fasilitas wisata terhadap keputusan berkunjung wisatawan milenial di Pantai Tamborasi. Penelitian menggunakan pendekatan kuantitatif dengan desain penelitian asosiatif kausal. Sampel penelitian berjumlah 95 wisatawan milenial yang dipilih menggunakan teknik accidental sampling. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS setelah memenuhi uji validitas dan reliabilitas instrumen. Hasil penelitian menunjukkan bahwa daya tarik wisata berpengaruh positif dan signifikan terhadap keputusan berkunjung, sedangkan fasilitas wisata berpengaruh positif namun tidak signifikan terhadap keputusan berkunjung. Temuan ini mengindikasikan bahwa keputusan wisatawan milenial untuk berkunjung ke Pantai Tamborasi lebih dipengaruhi oleh keunikan dan daya tarik destinasi dibandingkan dengan ketersediaan fasilitas wisata. Oleh karena itu, pengelola destinasi dan pemangku kepentingan perlu mempertahankan keunggulan daya tarik wisata serta meningkatkan kualitas dan relevansi fasilitas sesuai dengan kebutuhan dan preferensi wisatawan milenial.
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