The Analysis of Factors Influencing Visiting Decision and Satisfaction at Ekowisata Kampung Blekok Situbondo

Nabilah Rizka Estiningtyas; Tien Lastini; Sofiatin Sofiatin

doi:10.38035/dijemss.v6i4.3597

Authors

Nabilah Rizka Estiningtyas Institut Teknologi Bandung, Bandung, Indonesia
Tien Lastini Institut Teknologi Bandung, Bandung, Indonesia
Sofiatin Sofiatin Institut Teknologi Bandung, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i4.3597

Keywords:

Marketing Mix, Motivation, Satisfaction, Service Quality, Visiting Decision

Abstract

The decline in visitor numbers at Ekowisata Kampung Blekok implies optimization efforts are needed. The administrator’s ability to understand visitor behaviour can support these efforts, primarily related to visiting decision and satisfaction. These can be achieved by understanding the visitor’s motivation as an internal factor and the destination readiness as an external factor. This research aims to analyze the factors influencing visiting decision and the visitor’s satisfaction. The questionnaire with five-point likert sclae was distributed to 165 visitors using a purposive sampling. Data was analyzed with structural equation modelling – partial least square using SmartPLS 3.0 application. The result shows that the visiting decision is directly influenced by service quality (consist of tangible, responsiveness, reliability, assurance, eco-activities, empathy, eco-learning, and eco-practices) and marketing mix (consist of product, promotion, price, physical evidence, place, and process). Besides, visitor satisfaction is affected directly by service quality and visiting decision.

References

Adam, I., Adongo, C. A., & Amuquandoh, F. E. (2019). A structural decompositional analysis of eco-visitors’ motivations, satisfaction and post-purchase behaviour. Journal of Ecotourism, 18(1), 60–81. https://doi.org/10.1080/14724049.2017.1380657

Armono, H. D., Rosyid, D. M., & Nuzula, N. I. (2017). Carrying Capacity Model Applied to Coastal Ecotourism of Baluran National Park, Indonesia. IOP Conference Series: Earth and Environmental Science, 79(1), 012004. https://doi.org/10.1088/1755-1315/79/1/012004

Astono, A. D., & Susilo, B. W. (2023). Pengaruh Promosi terhadap Kepuasan Pelanggan dengan Kualitas Pelayanan sebagai Variabel Pemoderasi. Jurnal Bingkai Ekonomi, 8(2), 1–8.

Ban, J., & Ramsaran, R. R. (2017). An Exploratory Examination of Service Quality Attributes in the Ecotourism Industry. Journal of Travel & Tourism Marketing, 34(1), 132–148. https://doi.org/10.1080/10548408.2016.1141155

Fajrin, T. R., & Aprianingsih, A. (2024). The Influence of Marketing Mix (7PS) to Customer Satisfaction Customer Loyalty and Customer Retention at Coffeshop. Jurnal Ilmiah Ekonomi Dan Bisnis , 12(3), 2645–2658.

Hair, J. F. , Thomas, M. H., Christian M.R, & Marko S. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). . Sage.

Hassan, A. (2021). Tourism Products and Services in Bangladesh: Concept Analysis and Development Suggestions. Tourism Products and Services in Bangladesh: Concept Analysis and Development Suggestions, 1–480. https://doi.org/10.1007/978-981-33-4279-8

Insani, N. (Nailul), Wirahayu, Y. A. (Yuswanti), Arif, D. A. (Dian), & Sabilau, O. G. (Oldheva). (2019). Feasibility Study, Carrying Capacity and Ecotourism Activities in the Blekok Village Mangrove Area of Situbondo Regency. Sumatra Journal of Disaster, Geography and Geography Education, 3(2), 175–181. https://doi.org/10.24036/SJDGGE.V3I2.268

Jannah, R., Mappatompo, A., & Haanurat, I. (2019). The Influence of Product Quality and Promotion on Customer Satisfaction and Its Impact on Customer Loyalty PT. Mahakarya Sejahtera Indonesia . Proceeding of The 3rd International Conference on Accounting, Business & Economics , 45–55.

Jasrotia, S. S., Kamila, M. K., & Patel, V. K. (2023). Impact of Sustainable Tourism on Tourist’s Satisfaction: Evidence from India. Business Perspectives and Research, 11(2), 173–189. https://doi.org/10.1177/22785337211043960

Juvan, E., Omerzel, D. G., & Maravic, M. U. (2017). Tourist Behaviour: An Overview of Models to Date. MIC 2017: Managing the Global Economy; Proceedings of the Joint International Conference, Monastier Di Treviso, Italy, 24–27 May 2017, 23–33. https://ideas.repec.org/h/prp/micp17/23-33.html

Kampung Blekok. (2023, June). Statistik Pengunjung Kampung Blekok. Online. https://wisatakampungblekok.com/

Kartika, T., Pramadika, N. R., & Safari, A. (2016). Pengaruh Bauran Pemasaran Terhadap Keputusan Berkunjung Wisatawan di Lawangwangi Creative Space - Dago Giri Bandung. Jurnal Sains Terapan Pariwisata, 1(1), 12–24.

Kristiutami, Y. P. (2017). Pengaruh Keputusan Berkunjung Terhadap Kepuasan Wisatawan di Museum Geologi Bandung. Pariwisata, 4(1). http://ejournal.bsi.ac.id/jurnal/index.php/jp

Kumar, D., Govindarajo, N. S., & Khen, M. H. S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism, and Hospitality Research, 14(1), 83–101. https://doi.org/10.1108/IJCTHR-04-2019-0066

Kumar, V., & Jyoti, V. (2016). Tourist behavior: A key factor for tourism planning. 27 IJRE |, 03(09).

Lee, S., Lee, S., & Lee, G. (2014). Ecotourists’ Motivation and Revisit Intention: A Case Study of Restored Ecological Parks in South Korea. Asia Pacific Journal of Tourism Research, 19(11), 1327–1344. https://doi.org/10.1080/10941665.2013.852117

Martaleni, Hadiyati, E., Pertiwi, Y. I., & Yasa, N. N. K. (2021). Role of Tourist Motivation as Mediating Variable on Visitor Decisions at Indonesian Tourism Village. Innovative Marketing, 17(3).

Ministry of Tourism and Creative Economy. (2022). Desa Wisata Kampung Blekok. https://jadesta.kemenparekraf.go.id/desa/kampung_blekok

Pearce, P. L. (2005). Tourist Behaviour?: Themes and Conceptual Schemes. Channel View Publications.

Rakib, Md. R. H. K., Pramanik, S. A. K., & Hassan, A. (2021). Consumer Behaviour in the Tourism Industry of Bangladesh . In A. Hassan (Ed.), Tourism Products and Services in Bangladesh (pp. 289–309). Springer.

Ramli, S., Mus, A. R., Damis, H., & Mahmud, A. (2021). The Intervening of Purchase Decision Between Marketing Mix, Consumer Behaviour and Brand Image on Costumer Statisfaction. JURNAL MANAJEMEN BISNIS, 8(2), 382–396. https://doi.org/10.33096/jmb.v8i2.925

Safitasari, C., & Maftukhah, I. (2017). Pengaruh Kualitas Layanan, Promosi Dan Citra Destinasi Terhadap Kepuasan Melalui Keputusan Pengunjung. Management Analysis Journal, 6(3). http://maj.unnes.ac.id

Saling, Modding, B., Semmaila, B., & Gani, A. (2016). Effect of Service Quality and Marketing Stimuli on Customer Satisfaction: The Mediating Role of Purchasing Decisions. Journal of Business and Management Sciences, 4(4), 76–81. https://doi.org/10.12691/jbms-4-4-1

Saputra, E., & Ambiyar. (2019). Pengaruh Kualitas Pelayanan dan pengemasan Daya Tarik Wisata Terhadap Keputusan Berkunjung Serta Dampaknya pada Kepuasan Wisatawan di Museum Negeri Sonobudoyo Yogyakarta . Jurnal Harian Regional, 6(1), 201.

Saputra, R. H., & Suryoko, S. (2018). Analisis Faktor-Faktor Yang Memengaruhi Keputusan Berkunjung Di Ekowisata Mangrove Pasarbanggi Kabupaten Rembang. Jurnal Ilmu Administrasi Bisnis, 8(1), 9–15. https://doi.org/10.14710/JIAB.2019.22703

Setyaningsih, S., & Murwatiningsih. (2017). Pengaruh Motivasi, Promosi Dan Citra Destinasi Pada Kepuasan Pengunjung Melalui Keputusan Pengunjung. Management Analysis Journal, 6(2). http://maj.unnes.ac.id

Usman, A., Hidayat, M., & Daud, A. (2022). Pengaruh Bauran Pemasaran Pariwisata dan Kualitas Pelayanan Melalui Kepuasan Wisatawan Terhadap Minat Berkunjung Kembali (Studi Empiris Pada Obyek Wisata Bantimurung Kabupaten Maros). Nobel Management Review, 3(3).

Wibowo, C. P., & Roostika, R. (2019). Building Positive Word-of-Mouth in the Shopping Tourism. Review of Integrative Business and Economics Research, 8(4), 372–386. http://buscompress.com/journal-home.html

Zahara, R. (2024). The Effect of Marketing Mix on Satisfaction and Its Implications for Visitor Loyalty. Dinasti International Journal of Education Management and Social Science, 5(4), 554–557. https://doi.org/https://doi.org/10.31933/dijemss.v5i4