Kajian Motivasi dan Kepuasan Pengunjung terhadap Objek Wisata Alam di Kawasan Simarjarunjung Kabupaten Simalungun Sumatera Utara

Abstract

Ecotourism is a type of tourism that began to be popular around the 1990s. Indonesia as a country with a variety of natural uniqueness has good potential for the development of ecotourism. Most foreign tourists come to Indonesia because of its natural beauty and uniqueness. The improvement of the local and national economy is obtained depending on the visits and expenses spent by tourists, so it must continue to be increased and maintain satisfaction. This study aims to analyze the characteristics, level of visitor satisfaction, and factors that influence the motivation to visit tourist attractions in the Simarjarunjung Area. This research uses descriptive and explanatory methods with a quantitative approach. The results showed the results of scores and categorization of satisfaction levels in each aspect studied, namely natural scenery, access/affordability, security, facilities, cleanliness, comfort, MCK facilities, road infrastructure, and promotion. The average score for all aspects is also obtained as a comprehensive overview of the level of visitor satisfaction. The results of measuring the motivation of visitors are obtained for each category of factors driving and attracting visits. From the regression analysis, factors that have a significant influence on visitor motivation are obtained along with the direction and value of the coefficient. Both aspects of visitor satisfaction and motivation and the factors that influence it become an important policy brief for stakeholders in developing natural tourism through variables that affect it strongly.