Pengaruh Daya Tarik Wisata, Promosi, dan Kualitas Pelayanan terhadap Kunjungan Wisatawan di Bandara Udara Silangit

Abstract

This study aims to analyze the influence of tourist attractions, promotions, and service quality on increasing tourist visits at Silangit Airport. Specifically, the study seeks to determine the extent of each independent variable's influence both partially and simultaneously on tourist visits. The methodology used is a descriptive quantitative approach with data collection techniques through questionnaires and documentation. The research population consists of visitors and management at Silangit Airport, with a sample of 159 respondents selected using a nonprobability sampling technique with an incidental method. Data analysis was carried out using multiple regression statistical tests with the help of SPSS software. The research results show that partially, tourist attractions, promotions, and service quality each have a significant effect on tourist visits. Simultaneously, these three variables also have a significant impact on increasing tourist visits at Silangit Airport. Tourist attractions have the most dominant influence, especially due to the natural beauty of Lake Toba and the rich local culture that attracts tourists. Promotion through digital media and collaboration with travel agencies also increase tourist interest, while adequate service quality at the airport provides comfort and safety for tourists.