Pengaruh Daya Tarik Wisata dan Kualitas Pelayanan terhadap Minat Berkunjung Kembali melalui Keputusan Berkunjung sebagai Variabel Intervening (Studi pada Pengunjung Taman Nasional Bromo Tengger Semeru)

Abstract

Now, tourism has become a primary need for some people. This tendency gave birth to the assumption that every natural tourist attraction would get an increase in the number of tourist visits. However, the phenomenon that occurs is the fluctuation in the number of visitor arrivals at Bromo Tengger Semeru National Park (TNBTS) from 2014 to 2019 although from year to year conservation of tourist attractions and improving service quality are carried out. This study was conducted to examine the effect of tourist attraction and service quality on interest in revisiting the decision to visit TNBTS. This type of research is applied research using a quantitative approach. Data were collected by purposive sampling using a questionnaire that reached 100 samples. The selected respondents are tourists who have visited TNBTS at least once. The results of the study show that tourist attraction has a significant and significant effect on the decision to visit. Service quality has a significant effect on the decision to visit. This means that the better the tourist attraction and the quality of service, the higher the decision to visit TNBTS by tourists. In addition, the decision to visit has a significant effect on the interest in visiting again. These results indicate that the increasing decision to visit has a positive effect on the increase in interest in returning to TNBTS. The results listed are obtained by testing the validity, reliability test, correlation coefficient analysis, simple linear regression test, coefficient of determination test, and the significance test of determination with SPSS. Based on the results of the study, researchers suggest that the TNBTS manager who manages TNBTS needs to add facilities that increase tourist attraction, facilitate buying and selling transactions, improve facilities and infrastructure in the destination area, and improve service quality through training and updating SOPs. Then, the government should oversee the derivative policies of the 10 New Bali programs that can assist the TNBTS area in improving the infrastructure for connecting areas, providing regional development budget allocations, and absorbing the aspirations of local residents in achieving mutual prosperity. Then, the community needs to synergize with managers and the government in providing input on infrastructure facilities, service quality, and recommending TNBTS to family and closest colleagues.

Kini, pariwisata telah menjadi kebutuhan primer bagi sebagian orang. Kecenderungan ini melahirkan asumsi bahwa setiap objek wisata alam tentu mendapatkan kenaikan angka kunjungan wisatawan. Namun, fenomena yang terjadi ialah adanya fluktuasi angka kedatangan pengunjung di Taman Nasional Bromo Tengger Semeru (TNBTS) dari tahun 2014 hingga 2019 walaupun dari tahun ke tahun dilakukan pelestarian daya tarik wisata dan peningkatan kualitas pelayanan. Penelitian ini dilakukan guna meneliti pengaruh daya tarik wisata dan kualitas pelayanan terhadap minat berkunjung kembali melalui keputusan berkunjung pada TNBTS. Tipe penelitian ini adalah penelitian terapan menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan secara purposive sampling menggunakan kuesioner yang mencapai 100 sampel. Responden terpilih merupakan wisatawan yang telah berkunjung ke TNBTS minimal sekali. Hasil penelitian menunjukkan jika daya tarik wisata berpengaruh dan signifikan terhadap keputusan berkunjung. Kualitas pelayanan berpengaruh dan signifikan terhadap keputusan berkunjung. Maknanya, makin baik daya tarik wisata dan kualitas pelayanan mempengaruhi kenaikan keputusan berkunjung pada TNBTS oleh wisatawan. Serta, keputusan berkunjung berpengaruh dan signifikan terhadap minat berkunjung kembali. Hasil tersebut menunjukkan meningkatnya keputusan berkunjung berpengaruh positif terhadap kenaikan minat berkunjugng kembali pada TNBTS. Hasil yang tertera didapat dengan uji validitas, uji reliabilitas, analisis koefisien korelasi, uji regresi linier sederhana, uji koefisien determinasi, dan uji signifikansi determinasi dengan SPSS. Berdasarkan hasil penelitian, saran peneliti yakni pengelola TNBTS pengelola TNBTS perlu menambahkan fasilitas yang menambah daya tarik wisata, memudahkan transaksi jual beli, memperbaiki fasilitas dan sarana prasara di kawasan destinasi, serta meningkatkan kualitas pelayanan melalui pelatihan dan pembaharuan SOP. Kemudian, pemerintah hendaknya mengawal kebijakan turunan dari program 10 Bali Baru yang dapat membantu kawasan TNBTS dalam memperbaiki sarana prasarana penghubung wilayah, memberi alokasi anggaran pengembangan kawasan, dan menyerap aspirasi warga sekitar dalam mencapai kesejahteraan bersama. Lalu, masyarakat perlu untuk bersinergi dengan pengelola serta pemerintah dalam memberi masukan akan sarana prasarana, kualitas pelayanan, dan merekomendasikan TNBTS kepada keluarga maupun rekan terdekat.