Analisis Daya Tarik Wisata Pemandian Alam Wak Jowo sebagai Destinasi Wisata di Langkat

Abstract

Tourism in Langkat Regency holds significant potential for development through the utilization of unique and distinctive natural resources. One emerging destination is Wak Jowo Natural Bathing Spot, which offers clear turquoise natural spring water, a tranquil environment, and a refreshing experience that differs from other popular destinations. Despite its natural potential, there has been limited comprehensive research on the key tourism attractiveness factors and their influence on tourists’ visiting decisions. This research addresses two main problems: (1) What are the tourism attractions of Wak Jowo Natural Bathing Spot, and (2) How do these attractions influence tourists’ visiting decisions. The literature review covers concepts of tourism attractions (Ismayanti, 2009; Indonesian Law No. 10/2009), destination definitions, natural bathing concepts, and the definition of tourists. A descriptive qualitative method was applied, with the study conducted in Purwobinangun Village, Sei Bingai District, Langkat Regency. Data were collected through participatory observation and in-depth interviews with both site managers and visitors. The analysis focused on the 4A tourism components: Attraction, Accessibility, Amenity, and Activity.The findings reveal that the main attractiveness of Wak Jowo Natural Bathing Spot lies in its pristine natural environment and crystal-clear spring water, calm atmosphere supporting healing and refreshing experiences, and basic facilities that enable family picnics, trekking, camping, and community events. Accessibility is relatively good but requires improvement in certain road segments. Basic amenities such as parking, toilets, gazebos, prayer rooms, and canteens are available but need quality enhancement. These attractions significantly influence tourists’ visiting decisions, particularly through family recreation motivation, nature community activities, psychological factors, and word of mouth. The discussion highlights that this destination has strong and unique attractions and great potential to become a leading nature-based tourism site in North Sumatra. However, improvements in amenities, the diversification of tourism activities, continuous promotion, and infrastructure support from local government are needed to ensure its long-term sustainability.