Factors to Increase Tourist Loyalty in North Sumatera

Onan Marakali Siregar, Selwendri and M. B. Abdillah

Department of Business Administration, Universitas Sumatera Utara, Jl. Dr. A. Sofian No. 1a, Medan, Indonesia

Keywords: Tourist Loyalty, Tourism Destinations, North Sumatera Province.

Abstract: North Sumatra Province is an area that has several attractions, both natural and cultural attractions. Some

well-known tourist objects from abroad to foreign countries such as Lake Toba, and Mount Lawang with

Sumateran orangutans. While is one of the gateways to reach tourist destinations in North Sumatra

Province, including the city that has the Maimun City Palace and the Great Mosque that represents the

history of the continuity of the Malay Kingdom, the Tjong A Fie House and the colonial colonial buildings

that have talked about for years. This study aims to analyze and determine how to encourage tourists,

destination images, and tourist satisfaction with tourist loyalty in North Sumatra Province. This research

uses quantitative methods with data analysis methods. Multiple linear regression because it is based on two

or more independent variables on variables, after that the data processing technique uses SPSS version 22 as

a tool. This study found that the results consisted only of motivation variables which did not have a

significant effect, while other variables had a significant effect on tourist loyalty. The results showed that

the independent variables consisted of motivation variables (X1), destination image variables (X2), and

satisfaction (X3) positively and significantly towards the variables supported by tourist loyalty (Y) visiting

the tourist area of North Sumatra Province. This study obtained results consisting of the majority of visitors

consisting of students aged 17 to 25 years. Lake Toba, Bukit Lawang, and Berastagi are the dominant

mainstay sectors, and the level of tourist visits to the Province of North Sumatra is still categorized as low.

1 INTRODUCTION

North Sumatera Province is an area that has some

interesting tourism objects, both natural and cultural

tourism. Even some of the tourism objects have been

widely known to foreign countries such as Lake

Toba, which is located in Simalungun District, with

a beautiful panorama of nature and in Langkat

district there is also Bukit Lawang with a unique

Sumateran orang utans, different from Borneo's

orang utan. The city of Medan itself as one of the

gates to various tourist destinations in Sumatra, has a

number of city attractions such as Maimun Palace

with Grand Mosque and Pond King, which is a

witness of the continuity of the Kingdom of Sultan

Melayu. Tjong A Fie with Kesawan area, and old

building that has been hundreds of years.

In the past, Medan was known as a trading city

where there stood a number of plantation company

headquarters such as Tobacco Deli and PT. London

Sumatera, which are famous to foreign countries.

According to data from BPS, the number of foreign

tourists who came to visit North Sumatra in

December 2017 reached 27,978 visits, experienced a

11.95 percent increase compared with the coming in

November 2017 reached 24,991 visits. Nevertheless,

compared with the same month in 2016, the number

of foreign tourists in December 2017 dropped 3.36

percent, from 28,950 visits in December 2016 to

27,978 visits. For the period of January to December

2017, the number of foreign visitors who came to

visit North Sumatera increased by 12.02 percent

compared to the same period in 2016, namely from

233,643 visits in the year 2016 to 261,736 visits in

2017.

Looking at the number of tourists who have

increased in the year 2017, the tourism sector can be

said to have great potential to be developed as one of

the regional sources of income. Utilization of

resources and tourism potential of the region is

expected to contribute to economic development.

Some of the tourist destinations above is a location

that is already known by tourists, there are still some

areas of tourism location again in North Sumatra.

This can certainly increase the regional revenue in

North Sumatera. But the head of the statistical (BPS)

Syech Suhaimi said the visit of foreign tourists to

Siregar, O., Selwendri, . and Abdilah, M.

Factors to Increase Tourist Loyalty in North Sumatera.

DOI: 10.5220/0010013901990204

In Proceedings of the 3rd International Conference on Social and Political Development (ICOSOP 3 2019) - Social Engineering Governance for the People, Technology and Infrastructure in

Revolution Industry 4.0, pages 199-204

ISBN: 978-989-758-472-5

199

North Sumatera period of January-February 2018

down compared to the same period 2017 is 32,925

people, while January – February 2017, foreign

tourists in North Sumatera amounting to 37,916

visits. The tourists enter from several entrances in

North Sumatera, namely foreign tourists from

Kualanamu Airport in the period from January to

February 2018 as much as 32,437 from the same

period 2017 that as many as 34,137 people. From the

port Belawan also dropped to only 20 people from as

many as 2,795 people in the same period 2017.

While from Tanjung Balai Asahan lived 468 people

from the same period 2017 that 984 visits.

Chairman of the Association of travel Companies

or Asita North Sumatera, Solahuddin Nasution said,

referring to the number of visitors visiting at the

beginning of 2018, North Sumatera, it is very

difficult to reach the target. One million foreign

tourists visits. He also said the need for a more

vigorous promotion and continued. Enhance and

increase the number and quality of tourism objects

in the various areas of North Sumatera. Moreover,

Lake Toba that is being addressed by the

Government today is not able to attract maximum

visitors. This situation is very concern because

North Sumatera has a geographical advantage is not

able to increase foreign tourists visit. The efforts of

North Sumatra province in promoting the region

both overseas and to other provinces in Indonesia

have often been done. This business has not been

able to increase foreign tourists visit.

From the phenomenon, the decrease in the

number of tourists North Sumatera, but the

promotion has been conducted by the local

government, then the author wants to examine about

the motivation of traveling, the image of the tourist

area that becomes a unique attraction for tourists and

satisfaction Tourists who come to visit North

Sumatera. If you can see how the Travellers views

and satisfaction are perceived by tourists, this can

affect the number of tourists visiting North

Sumatera. The aim of the research done is to look at

and look for factors that can increase the loyalty of

tourists to visit back to tourist destinations in North

Sumatera.

2 THEORETICAL REVIEW

2.1 Tourist Decisions in Regional

Selection of Tourist Destinations

According to Mill (2000), the attraction is one of the

factors that greatly affects the tourists who come to a

tourist destination area. The function is to meet the

needs of tourists during their stay for a while in

Tourist destinations visited. The facility is a factor

that significantly affects consumers to be able to

purchase the products offered. With the availability

of means that will encourage potential tourists to

visit and enjoy the tourist objects with a relatively

long time, the accessibility is all that can provide

tourists to come to visit in a destination area

Tourism (DTW).

2.2 Tourists Motivation to Travel

Motivation is a key part of the travellers behavioral

process (Hsu, Cai and Li, 2009). Psychologically,

motivation arises when a consumer wants to fulfill a

need. Tensions are generated and arise from the need

to create a consumer effort to meet that need.

Crompton (in Nguyen, 2016) divides the motivation

factor of the journey into two groups namely push

factor and pull factor. He defines push factor/driving

factor (also referred to as sosio-psychological) as a

self-escape, self-exploration, relaxation, prestige,

regression, increased kinship, and interaction Social.

On the other hand, pull factor also referred to as

external motivation (Nguyen, 2016). Hsu et al.

(2009) adopted a model from gnoths, emphasizing

the relationship between hope, motivation, and

attitude (EMA's model) to explain the motivation of

the journey. They argue that:

1. Hope tourists to visit the tourist destinations out

of the country have a direct influence on their

motivation to visit the destination.



The motivation of tourists has a direct effect on

their attitude towards visits to the destination.



Travellers ' expectations for visiting an outbound

destination have a direct effect on their attitude

towards a visit to their destination.



Motivation has the effect of mediation on the

relationship between hope and attitude.



2.3 Tourist Destination Imagery

The image of the destination area (perceived

destination image) is a person's impression of a

place, consisting of beliefs, ideas, and Prejudice

Lawson & Baud-Bovy (Nguyen, 2016). Imagery

will help travellers consider whether the destination

area matches their mental image and recreational

demands. According to Ahmed (Nguyen, 2016). The

concept of imagery evolved from organic imagery,

through induced imagery, to more complex imagery.

According to Gunn (Nguyen, 2016), the organic

ICOSOP 3 2019 - International Conference on Social Political Development (ICOSOP) 3

200

imagery deals with traveler's impressions of the

destination without visiting the place.

2.4 Quality of Tour Services

According to Supranto (1997) quality is a word for

service providers is something to be done well. The

application of quality as the nature of product

appearance or performance is a major part of the

company's strategy in order to achieve sustainable

excellence, either as a market leader or as a strategy

to continue to grow.

The dimension of service quality developed by

Parasuraman et.al (1988) identifies five dimensions

of service quality, namely:

1. Physical evidence (tangible), which describes the

physical facilities, equipment, and appearance of

the personnel as well as the presence of users.



Reliability, which demonstrates the company's

ability to provide service accurately and reliably,

can be trusted, responsible for what it promises

to never deliver an excessive promise and always

meet Promise.



Responsiveness (responsiveness), which includes

the desire to assist the customer in providing fast

and precise service, always give the right and

immediate attention, and about the customer.



Assurance, which includes knowledge and

politeness of workers and the ability of workers

to provide services that give rise to the trust of

the customers. This dimension reflects corporate

competence, hospitality to customers and the

security of its operations.



Empathy (empathy), which shows the degree of

attention given to each customer. This dimension

also reflects the ability of the worker to dive into

the feelings of customers as if the worker itself

experienced it.



2.5 Overall Satisfaction of Tourism

In particular, "tourism satisfaction" refers to the

emotional state of travellers after exposure to

opportunities or experiences (Baker and Crompton,

2000). When customers experience attributes of

hospitality experience, they form a set of

independent impressions on each one and compare

them with the expectation of the same attributes

(Pizam & Ellis, 1999 in Nguyen 2016). Consumer

Satisfaction Index (CSI) is very useful for corporate

internal purposes. Examples of this are monitoring

service improvements, employee's strikers and

bonuses as a description representing customer's

overall satisfaction level. CSI is used to thoroughly

determine the level of visitor satisfaction by looking

at the level of importance of product/service

attributes.

CSI is an index to determine the level of

customer satisfaction thoroughly with an approach

that takes into consideration the level of importance

of the measured attributes. The Consumer

Satisfaction Index (CSI) is very useful for corporate

internal purposes. Examples of this are monitoring

service improvements, employee's strikers and

bonuses as a description representing customer's

overall satisfaction level.

To know the magnitude of CSI, you can do the

following steps (Aritonang, 2005):

1. Determining the Mean Importance Score (IE)

each

variabel,

2. Create a Weight Factors (WF) per variable. This

weight represents the percentage of MIS values

per variable for the total MIS of all variables,



3. Determining the Mean Satisfaction Score (MSS)

of each attribute,

4. Create the Weight Score (WSk) of each variable.

This weight is a multiplication between WFk and

MSSk, and



5. Determine Customer Satisfaction Index (CSI)



Figure 1: Equation CSI

where HS (Highest scale) = The maximum scale

used (Octaviani, 2006).

Table 1: Customer satisfaction index interpretation

number.

3 METHOD

The research methods used are quantitative and

causal research that aims to collect, analyze,

classify, and map data about the prevailing

conditions, practices, beliefs, processes, trends, and

cause and effect relationships. Research will be done

Factors to Increase Tourist Loyalty in North Sumatera

201

in four tourist sites of North Sumatra, namely Lake

Toba, Bukit Lawang, Berastagi and the city of

Medan. The population in this study is visiting

tourists and traveling to these locations where the

amount is not known for sure. In this study, formula

of assessment interval as follows according

Supramono and Haryanto (2003).



n























n

1,96





0,5



0,5

0,1



n96,04

Description:

N: Number of samples

Zα: The normal standard value of the amount

depends α

P: Estimator of population proportions

q: 1 – p

D: tolerated irregularities

Based on the above calculations, the minimum

number of samples in this study was 96.04. To

facilitate the calculation and retrieval of samples,

each region was taken a number of 30 samples, so

that the total sample for 4 research areas became 120

samples.



Regression analyses are used to measure the

strength of the relationship between two or more

variables, and to indicate the direction of the

relationship between the dependent variables and the

independent variables. Multiple Linear regression is

based on the influence of two or more free variables

against bonded variables. Here's a formula to see

multiple analyses:

Y = a + b_1 X_1+ b_2 X_2+ b_3 X_3 + e

Y = tourist loyalty



= Tourist Motivation



= Destination Imagery



= Tourist Satisfaction

a = constant

b1,b2,b3 = Regression coefficient

e = Standard Error

4 RESULTS AND DISCUSSION

4.1 Multiple Linear Regression

Analysis

Multiple linear regression analyses are used in this

study for the purpose of knowing whether there is an

influence on independent variables of motivation

(X1), Destination image (X2), and Satisfaction (X3)

for the dependent variable of Travellers loyalty (Y).

Table 2: Multiple linear regression.

Model

Unstandardize

d Coefficients

Standardize

Coefficients

Reserve

s the.

Std.

Error

Beta

(Constant)

2.315

1.105

2.09

.038

Motivation

-.019

.053 -.032 -.363 .717

Destination

image

.260

.058 .413

4.50

.000

Satisfactio

.155

.040 .353

3.90

.000

A. Dependent variables: Tourist loyalty

Source: Data processing results (2019).

According to the Table 2, the results if written in

the form of standardized of the equation regression

is as follows:



















Y - 4,836 + 0.375 X1 + 0.322 X2

The multiple regression equation is described as

follows:



1. A positive constant () value of 2.315, shows that

positive effect is the free variable motivation,

destination image, and satisfaction. When a

variable is free to rise or influence in one unit,

the travellers loyalty variables will be increased

or fulfilled.



2. The value of the coefficient of X1 (B1) of –

(0.019) indicates that the motivation variable

negatively affects the travellers loyalty variables

or in other words if the demotivated value of 1%

will increase the travellers loyalty by 0.019.



3. The coefficient value of X2 (B2) of 0.260

indicates that the destination image variable has

a positive effect on a travellers loyalty variable

or in other words if an increased destination

image value of 1% will increase loyalty interest

Travelers of 0.260.



4. The coefficient value of X3 (B3) of 0.155

indicates that the satisfaction variable has a

positive effect on travellers loyalty variables or

in other words if the increased satisfaction value

of 1% will increase the interest of the tourist

loyalty of 0.155.



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202

4.2 Hypothesis Testing

4.2.1 Partial Test (Test T)

The decision making criteria is:

1. H0 is rejected if the count T value < T value of

table or sig value > 0.05 at = 5%

2. Ha accepted if the value of T count > t Value of

table or sig < 0.05 at = 5%

Error rate () = 5% and degrees of freedom (DF)

= (n-k)

n = number of samples, n = 120

k = number of variables used, k = 4

Free degrees (DF) = n – k = 120 – 4 = 116

So t the

table

used is t (5%) (116) or T 0.05 (116)

= 1.658.

Table 3: Partial test (Test T)

Model

Unstandardized

Coefficients

Standardized

Coefficients

Reserves

the.

Std.

Error

Beta

(Constant) 2.315 1.105

2.094

.038

Motivation -.019 .053 -.032

-.363

.717

Destination

image

.260 .058 .413

4.506

.000

Satisfaction .155 .040 .353

3.907

.000

A. Dependent variables: Tourist loyalty

Source: Data processing results (2019).

Based on the Table 3can be seen the influence

of each variable partially is as follows:



Known to the significant value of the motivation

variable is sig. of 0.717 >0.05 and the

calculate

value of T – (0.363) < T

table

1.658 then H1 is

rejected.

Known to the significant value of the destination

image variable that is sig. 0.000< 0.05 and the

calculated

T value of 4.506 > t

table

1.658 then H2

Received.

Known to the significant value of satisfaction

variables i.e. sig. 0.000 <0.05 and the

calculated

value of 3.907 > t

table

1.658 then H3 is accepted.

In accordance with the existing theory it is

apparent that the destination image variables and

satisfaction have significant effect on the

traveller's loyalty interests.



4.2.2 Simultaneous Test (F test)

The decision making criteria is:

1. H0 rejected if value F is calculated < F value of

table or sig value > 0.05 at = 5%

2. Ha is acceptable if the value of F count > The

value of F table or sig < 0.05 at = 5%

3. F

table

can be viewed at = 0.05

Degree of Pemtell = k – 1 = 4-1 = 3 degrees

denominator = n – k = 120-3 = 117. F

table

= 2.68

Table 4: Simultaneous test (ANOVA).

ANOVA

Model

Sum of

Squares

Mean

Square

Reserves

the.

Regression 167.149 3 55.716

30.898

.000

Residual 209.176 116 1.803

Total 376.325 119

Source: Data processing results (2019).

Based on Table 4, it can be seen the influence of

each variable can simultaneously be seen that the

value of Fcount (30.898) > Ftabel (2.68) or sig of

(0.000) < (0.05). Attributed to the existing theory, it

shows that the free variables consisting of

motivational variables (X1), Destination image

variables (X2), and Contentment (X3)

simultaneously have positive and significant effect

on the bonded variable that is loyalty Travellers (Y).



4.2.3 Test Determinations (R

)

The calculation of the Coefisien determination to

determine how much motivation, destination image,

and satisfaction towards travellers loyalty.

Table 5: Test Determinations (R

) X1, X2, X3  Y

Model Summary

Model R R Square

Adjusted

R Square

Std. Error of

the Estimate

.666

.444

.430 1.34285

A. Predictors: (Constant), satisfaction, motivation,

destination image

Source: Data processing results (2019).



According to the Table 5, it can be seen that R

value is 0.666 (66.6%), where the value of this

correlation coefficient indicates that the relationship

between motivation, destination image, and

satisfaction towards tourist loyalty Is strong. The

value of R Square or the value of the coefficient of

determination above shows that the tourist loyalty

variable 44.4% can be explained by the motivation

variable, destination image, and satisfaction, while

Factors to Increase Tourist Loyalty in North Sumatera

203

the remainder is 55.6% Influenced by other variables

not contained in this study.

5 CONCLUSION

Based on the results of the research, data processing

and analysis and discussion have been done as

follows:

1. Based on the results that of the three free

variables are motivation, destination image, and

satisfaction is seen that only Motivation

variables that do not have a significant influence,

while other variables have a significant effect on

the loyalty of tourists visiting the tourist areas of

North Sumatera province. Associated with

existing theories, simultaneous results indicates

that the free variables consisting of motivational

variables (X1), Destination image variables (X2),

and Contentment (X3) simultaneously have a

positive and significant effect on the bound

variable i.e. Travellers loyalty (Y).

2. Based on the research that the majority of

tourism visit North Sumatera province is

dominated by women with the highest

percentage whose activity is a student in terms of

age between 17 to 25 years.

3. Based on the research that the tourism site in the

province of North Sumatera in this case Lake

Toba, Bukit Lawang, and Berastagi is the

mainstay sector of tourism that is dominant in the

visit by tourists.

4. Based on the results of the study that the level of

visit to North Sumatera province tourism is

categorized low. This is why travellers are

difficult to decide on loyalty decisions for tourist

sites.

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