Analysis of Determination of Exogenous Variables on the Number of

Tourism Visits and Regional Revenues on Coastal Destinations in

Deli Serdang and Serdang Bedagai Districts in North Sumatera

Ramli

Faculty of Economic and Business, Universitas Sumatera Utara, Medan, Indonesia

Keywords: Tourism Visits, Regional Revenue, Attraction, Culinary.

Abstract: The research objectives Analysis of Exogenous Determining Variables in the Number of Tourist Visits and

Regional Income, in Coastal Destinations in Deli Serdang and Serdang Bedagai Provinces of North Sumatra

"for the short term obtain statistical characteristics of exogenous variables of economic value-added value. In

the long run, it can design development policies for beach tourism destination. The approach of this study is

an explanatory exogenous variable. The data used are primary data and interview collection techniques. Data

analysis using path analysis. The results of the study show that the visit of beach tourists in the Deli Serdang

and Serdang regencies as determined the nature of its culinary quality, whereas tourist attraction and the

quality of culinary attractions with evidence of determining the number of tourist visits on the coast of the

Deli Serdang and Serdang Bedagai Districts, the exogenous variable the number of tourist visits that

predominantly influences regional income and exogenous variables the nature of culinary services in the

coastal areas of Deli Serdang and Serdang Bedagai Districts.

1 INTRODUCTION

North Sumatra has a plateau that is rich in natural

resources such as Lake Toba, Waterfalls, Forests of

the Forests, Gundaling Landscape, which is an

attraction for local and foreign tourists. The lowlands

of the North Sumatra coast have also become

stretched where they are now used as tourist, marine,

mangrove and culinary attractions. Like Pandan

Beach, Pantai Cermin, Labu Beach, Pulau Salah

Nama. Coastal areas as a tourist attraction will

certainly have a positive impact on local residents can

play a role as supporting tourism activities, both as

labor in the tourism industry, self-employed traders

upon arrival, arrival, and return. Coastal tourism

objects have the potential to drive the regional

economy and community income, but the exploration

of existing potential is not optimal and on the other

hand, the involvement of local communities both

directly and indirectly in tourism activities is very

limited. The limited role of the community in the

activities of tourism business activities is an obstacle

in the process of increasing people's income. The

positive impact on the area but not spread evenly to

coastal communities. The need for a strategy of

empowering the added value of various community

productions to meet the desires of tourists visiting the

coast. Information about economic opportunities and

community participation in serving tourism activities

in the coastal areas is inadequate and the existence of

a coastal area destination needs to be an input in

determining the strategic policy for the shearing of

coastal destinations. The economic activities of

coastal destinations need to be mapped in each region.

Coastal areas related to social aspects, income,

economic activities, the environment, employment

opportunities and the sustainability of natural

resources.

Deli Serdang and Serdang Badagai regencies are

part of North Sumatra Province which has the beach

there is the potential to be developed into culinary

tourism, this beach is next to where every holiday

tourists increase to visit the beaches at Deli Serdang

and Serdang Bedagai. Of course there are many

considerations of tourists visiting the two regencies

that are the mainstay of each region as a tourist

attraction, the beach of Percut Beach in Deli Serdang

Regency, Pumpkin Beach and Mirror Beach are

located in Serdang Bedagai Regency. Consideration

of visits by tourists in these two coastal areas by the

nature of the dominant culinary services, the quality

of the tourist attraction, or the attraction of the tourist

attraction as an exogeneous variable in the tourist

614

Ramli, .

Analysis of Determination of Exogenous Variables on the Number of Tourism Visits and Regional Revenues on Coastal Destinations in Deli Serdang and Serdang Bedagai Districts in North

Sumatera.

DOI: 10.5220/0009327806140619

In Proceedings of the 2nd Economics and Business International Conference (EBIC 2019) - Economics and Business in Industrial Revolution 4.0, pages 614-619

ISBN: 978-989-758-498-5

visit estimation model. Coastal tourism objects have

the potential to drive the regional economy and

community income, but the exploration of existing

potential is not optimal and on the other hand, the

involvement of local communities both directly and

indirectly in tourism activities is very limited. The

limited role of the community in the activities of

tourism business activities is an obstacle in the

process of increasing people's income. The positive

impact on the area but not spread evenly to coastal

communities. The need for a strategy of empowering

the added value of various community productions to

meet the desires of tourists visiting the coast. This

study aims to analyze the attractiveness of attractions,

the quality of attractions, the nature of culinary

services, the number of tourist visits significantly

influence regional income both partially and

simultaneously and describe the direct, indirect and

total effect of coastal destinations in the Deli Serdang

and Serdang districts as North Sumatra Province.

With the estimation model can explain the number of

tourist visits on the coast will be determined by the

attractiveness of attractions, the quality of attractions

and the nature of culinary services.

2 LITERATURE REVIEW

Much research has been done, there is still a lot of

focus on the general nature of research objects such

as Lake Toba, but is still limited to coastal

destinations, with the provision of previous research

to be a reference for conducting specific research on

objects of coastal destinations with locations in Deli

Regency Serdang and Serdang Bedagai. The urgency

of exogenous variable determination: Attraction

attraction, quality of attractions, and culinary services

will determine tourist visits and local income levels.

The results of the study will provide input to the

government and stakeholders in determining policy

planning and management of coastal destinations.

According to Sunaryo, B (2013) from various studies

and studies that have been carried out in various

countries, it can be empirically proven that the

amount (volume) of tourist visits (number of tourists),

length of stay of tourists and destinations (light of

stories) and foreign tourists spending ( money

spending) and the amount of domestic tourist

mobilization of a country, besides being able to be a

source of foreign exchange earnings, also functions

as an instrument of equitable development, fostering

a variety of business fields and employment

absorption related to tourism or as a motor to increase

gross regional income (GRDP) . The business

development of tourism for a coastal area will have a

positive impact on non-economic development

aspects (biyon economic benefit) including being an

instrument of community renewal such as

accelerating the process of technology adoption and

the development of modernization values and will be

able to accelerate the achievement of social and

cultural development goals others such as fostering

the love of the motherland, national unity, increasing

the pride of identity and friendship between tribes and

between nations. There are three components in travel

products (Triple A) which are steering OK. A. Yoeti

(2005): 1) Attraction is something that has an

attraction for tourists (Culture, Nature, Social and

Haretage), 2) Amity / facility is something that meets

the needs of tourists while in the tourist destination.

Tourism destinations (accommodation, restoration /

basic infrastructure, travel agencies), 3) Accessibility,

which is something that makes it easy to connect,

tourists from the place of origin to tourist destinations

(tourism destinations), tourism products are not a

consideration of the decision to travel in a but the

value of expection about satisfaction with the

direction of the quantity of the product. According to

Darmawan R (2017), there are four elements of a

good product quality assessment: 1) Uniqueness is a

product as a combination of scarcity and

attractiveness that is typical of seeing a tourist

attraction, 2) Authenticity / purity is a product not

contaminated by or adopting a model or different

value from the original value, 3). Authenticity is a

product that is associated with the degree of beauty or

exoticism of culture as cultural aktrasih, 4) Diversity,

namely the products offered to tourists must be given

many choices of products that are of different quality.

It could be a natural view or cultural heritage that is a

mainstay tourist attraction. According to Macro

theory (Samuelson and Mankiw, 2017) the

explanation of income streams whose essence is

income (Y) equals consumption (C) formulated Y =

C. Understanding this identity, that one's income is

income for others. Related to the expenditure of

tourists in this coastal destination is regional income.

This basis is a consideration for establishing

endogenous variables of regional income. The

decision of tourists to visit the coastal tourism area

will have a positive effect on the regional economy,

while the decision of tourists to the destination area is

determined by various factors, including:

attractiveness with indicators, attractions, amenities,

facilities and accessibility and quality of tourist

attraction products consisting of indicators. The

uniqueness of authenticity, authenticity and diversity.

Culinary properties consisting of indicators of

intangelocity, heterogeneity, inspirability,

complementary of food. The number of tourist visits

has a positive effect on regional income.

Analysis of Determination of Exogenous Variables on the Number of Tourism Visits and Regional Revenues on Coastal Destinations in Deli

Serdang and Serdang Bedagai Districts in North Sumatera

615

3 RESEARCH METHOD

Research Time and Location

The research approach with an explanatory approach

will explain endogenous variables on the number of

tourist visits and regional income in coastal tourism

destinations. This research was conducted in a coastal

area in North Sumatra, which is represented by the

Deli Serdang and Serdang Bedagai Districts.

Consideration of this location research that has a

beach that can meet the desires of selling at tourist

sites and many economic activities at tourist

destinations.

3.1 Participant

As many as 50 respondents per district, so the total

reached 100 respondents, from Deli Serdang and

Serdang Bedagai districts. The results of this study

indicate that partially exogeneous independent

variables of attraction of tourism have a significant

negative effect on the number of tourist visits. The

condition of the beach that has not been made into

ethnic areas is only a potential quality for the

attraction of the tourist attraction.

3.2 Data Collection Technique

This research requires primary data and secondary

data. Primary data obtained directly from respondents

with interview techniques that are guided by the

questionnaire that has been prepared. Secondary data

obtained directly from official publications in the

form of books, annual reports and journals.

4 RESULTS AND DISCUSSION

Analysis of the path analysis model of regional

income due to tourist destinations in the coastal areas

of Deli Serdang and Serdang Bedagai regencies

determined by exogeneous variables includes

attraction of attractions, quality of attractions and the

nature of culinary services both directly and

indirectly. The estimation model illustrated shows the

pathway of direct and indirect away from

endogeneous variables. The results of the path

coefficient statistics on the estimation model can be

determined in the following diagram:

Figure 1. Exogenous and endogenous variable path diagram

Based on the path diagram above, we can present

the magnitude of the Structural Equation Model

(SEM) and the statistical amount from the estimation

model results as follows:

Equation Structure Equation Modeling I

Y = -0,274 X1 + 0,055 X2 + 0,117 X3

TSig = ( 0,053) (0,766) (0,351)

FSig = (0,008)

R2 = (0,116)

The amount of statistics generated based on the

first Structural Equation Model (SEM) shows that

exogeneous variables of tourist attraction, tourist

quality and the nature of culinary services have a

significant effect on the number of tourist visits, but

partially the exogeneous variables of tourist attraction

shows a negative sign of tourist visits and exogeneous

variables of the quality of attractions and the nature

of culinary services are positive which have not been

significant to the number of beach tourist visits in

Deli Serdang and Serdang Bedagai Districts.

The coefficient of attraction of a tourist attraction

shows that 0.274 means that if there is a change in the

attractiveness of a tourist attraction by stratum one,

assuming other facts are fixed, it will negatively

affect the number of tourist attraction visits by 0.274

stratum. Partially insignificant can not be described.

statistically the variable The quality of the tourist

attraction has a significant positive effect on the

number of tourist visits. The coefficient shows 0.055

which gives the meaning of an increase in the quality

strata of tourist objects will increase 0.055 strata of

the number of tourists visiting the statistical meaning

can not be treated on the quality of tourism, this

empirical value is statistically insignificant and in the

size value usually variable quality of the tourist

attraction is not a tourist attraction by traveler. The

variable of culinary services does not have a

significant negative effect on the number of tourist

visits, the coefficient shows 0.117 units, meaning that

if there is a change in culinary services by one unit by

assuming other factors are fixed, then it is reducing

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616

the number of tourist visits by 0.117 units. This

condition does not provide a strong grip to give

meaning to statistical conditions that are in

accordance with empirical values. Together the

attractions of tourist attraction, the quality of

attractions and the nature of culinary services based

on Fsig 0.008 give meaning. Together exogeneous

independent variables, attraction of attractions,

quality of attractions and the nature of culinary

services have a positive effect on beach tourism visits

in Deli Serdang and Serdang Bedagai Districts.

Together with the exogeneous variables of attraction,

the quality of attractions and the nature of culinary

services are able to provide an explanation of the

variable number of tourist visits of 11.60%, while the

remaining 90.40% is explained by other variables not

included in the estimation model. Based on statistical

results, we can determine the statistical magnitude of

the results of the Structural Equation Model (SEM) as

follows:

Structural Equation Modeling Equation (SEM) II

Y2 = 0,121 X1 + 0,017 X2 + 0,125 X3 +

0,936Y1

Tsig = (0,084) (0,772) (0,046) (0,008)

Fsig = (0,0011)

R2 = 0,786

Based on the statistical magnitude of the Structur

Equation Model (SEM) the second can be interpreted,

together with the exogeneous variable attraction of

tourist attraction, the quality of the tourist attraction,

the nature of culinary services and the number of

tourist visits significantly influence the regional

opinion, together with the exogeneous variable has a

positive effect on regional opinion . Two exogeneous

variables namely attraction of attractions and the

quality of attractions are not significant to the amount

of regional income while the exogeneous variable of

the quality of attractions and the number of tourist

visits have a significant effect on regional income.

The ability of the exegeneous model is 78.60% and

the remaining 21.40%, by other exogeneous variables

not mentioned in the endogeneous variable estimation

model, the number of tourist visits that are most

dominant in the regional income sources in Deli

Serdang and Serdang Bedagai districts and followed

by exogeneous variables the nature of culinary

services determines regional income from attractions.

Partially the independent variable eksogeneous

attraction of attraction has a significant positive effect

on regional income at 95% confidence level and the

magnitude of the statistical coefficient shows 0.121

which gives meaning, if there is a change in

attractiveness of a tourist attraction by one unit

assuming other factors are fixed, it will positive effect

on regional income of 0.121 units. Not enough

predictions 95% confidence The exogeneous

independent variable quality of tourism has a

significant positive effect on regional income at a

95% confidence level, and the magnitude of the

statistical coefficient shows 0.017 which gives

meaning, if there is a change in the exogeneous

independent variable of the quality of a tourist object

by one unit ranking Assuming other factors are fixed,

it will positively influence the dependent endogenous

variable 0.017. One unit of meaning is not enough

evidence reaching 95% is statistically invalid to

predict its existence. The exogeneous independent

variable of the nature of culinary services has a

significant positive effect on the level of regional

income at the 95% confidence level in the coastal

tourism areas in the Deli Serdang and Serdang

Bedagai districts. The coefficient of statistical value

shows 0.25 which gives a meaning, if there is a

change in the exogeneous independent variable of the

nature of culinary services by one ranking unit, it will

have a positive effect on the dependent endogeneous

variable of regional income by 0.25 one unit. The

exogeneous independent variable number of tourist

visits has a significant positive effect on regional

income at 95% confidence level and the amount of

statistical coefficient shows 0.936 which gives

meaning, if the exogeneous independent variable is

10% of people by assuming other factors are fixed, it

will positively influence the level regional income of

9.36%. Simultaneously the eksogeneous independent

variables, attraction of attractions, quality of

attractions, the nature of culinary services and the

number of tourist visits have a significant positive

effect on regional income at a 95% confidence level.

Exogeneous variables which are observed to be able

to influence coastal tourism visits in Deli Serdang and

Serdang Bedagai Areas, especially the variable nature

of culinary services and tourist visits will determine

the level of income of coastal tourism areas in Deli

Serdang and Serdang Bedagai Districts. Together

with variables, attraction of attractions, quality of

attractions, nature of culinary services and number of

tourist visits were able to provide an explanation of

the dependent endogenous variable of 78.6% and the

remaining 21.4% explained by other variables not

included in the estimation model.

Based on the diagram of the estimation model

results, it can be determined the amount of statistical

direct effect, indirect effect and total effect as follows:

1. Direct Influence

a. The direct influence of the independent

variable exogeneous attraction of tourist

attraction on the number of tourist visits Deli

Serdang and Serdang Bedagai Regency is

0.274 one unit

b. The direct influence of the exogeneous

independent variable of tourist object quality

Analysis of Determination of Exogenous Variables on the Number of Tourism Visits and Regional Revenues on Coastal Destinations in Deli

Serdang and Serdang Bedagai Districts in North Sumatera

617

on the number of tourist visits in Deli Serdang

and Serdang Bedagai Regency is 0.035 one

unit

c. The direct effect of the exogeneous

independent variable on the nature of culinary

services on the number of tourist visits in Deli

Serdang and Serdang Bedagai Regency is -

0.117 one unit

d. The direct effect of the independent variable

exogeneous attraction of tourist attraction on

regional income Deli Serdang and Serdang

Bedagai District of 0.121 one unit

e. The direct effect of the exogeneous

independent variable of the quality of the

tourist attraction on regional income of Deli

Serdang and Serdang Bedagai Districts is

0.017 one unit

f. The direct influence of exogeneous

independent variables on the nature of

culinary services on regional income of Deli

Serdang and Serdang Bedagai Regency is

0.125 one unit

g. The influence of the exogeneous independent

variable of the number of tourist visits on

regional income of Deli Serdang and Serdang

Bedagai Regency is 0.736.

2. Indirect effect

a. The influence of independent exogeneous

variable attraction of tourist attraction on

regional income through the number of tourist

visits Deli Serdang and Serdang Bedagai

Districts of 0.1113 units

b. The influence of independent exogeneous

variables of the quality of tourist objects on

regional income through the number of tourist

visits in Deli Serdang and Serdang Bedagai

Regency is 0.0159 one unit

c. The influence of independent exogeneous

variables on the nature of culinary services on

regional income through the variable number

of tourist visits in Deli Serdang and Serdang

Bedagai Regency is 0.117 one unit

3. Effect of Total Effect

a. The effect of total independent variable

exogeneous attraction of tourist attraction on

regional income Deli Serdang and Serdang

Bedagai Districts through tourist visits of

1,057 one unit

b. The effect of total independent variable

independent exogeneous quality of tourist

objects on regional income Deli Serdang and

Serdang Bedagai Districts through tourist

visits by 0.953 units

c. The effect of the total exogeneous independent

variable on the nature of culinary services on

regional income of Deli Serdang and Serdang

Bedagai Districts through the number of

tourist visits of 1,061 units.

5 CONCLUSIONS AND

SUGGESTIONS

5.1 Conclusion

Based on the data and analysis conducted the

following conclusions:

1. Together the independent exogeneous variable

of tourist attraction has a significant effect on

the number of tourist visits at 95% confidence

level and partially only the independent

exogeneous variable of tourist attraction, the

quality of the tourist attraction and the nature

of culinary services do not significantly

influence the number of tourist visits at the

level 95% confidence

2. Together the independent exogeneous

variables of attraction of attractions, quality of

attractions, the nature of culinary services and

the number of tourist visits significantly

influence the level of regional income at a

95% confidence level and only partially the

variables of the nature of culinary services and

types of quality of attractions while the

variable power attraction and attraction

quality is not significant. Significant influence

on regional income at the 95% confidence

level.

3. The direct effect of the exogeneous

independent variable on tourist visits in the

structure of equation I, for attraction of tourist

objects is 0.274 units, the quality of tourist

objects is 0.035 units, and the nature of

culinary services is -0.117 units.

4. The direct influence of the exogeneous

independent variable on regional income in

the structure of equation II, for attraction of

tourism is 0.3 units, the quality of attractions

is 0.121 units, the nature of culinary services

is 0.736 units and the number of tourist visits

is 0.04 units.

5. The indirect effect of independent exogeneous

variables on attraction of attractions, the

quality of attractions and the nature of culinary

services on regional income through the

number of tourist visits, for tourist attraction

of 0.1113 units, quality of attractions of

0.0159 units and nature of services culinary of

0.117 units.

6. The effect of the total effect of the independent

exogeneous variable on the attractiveness of

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attractions, the quality of attractions and the

nature of culinary services on regional income

through the variable number of tourist visits,

for tourist attraction of 1.057 units, quality of

tourist objects by 1.061 units and the nature of

culinary services of 0.953 unit.

5.2 Suggestion

Based on statistical analysis of exogeneous variables

about the attractiveness of coastal attractions is

lacking and has not been optimized as a tourist

attraction, through artificial nature combined with the

mainstay of coastal natural resources.

RECOGNITION

In this case the researcher would like to thank the

research institute of the University of North Sumatra

for providing the opportunity to researchers. The

researcher acknowledges that this research is

supported by the university of North Sumatra and this

support is under the basic research talent research

fund for 2019.

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Samuelson, Nordhaus (2004) "Macroeconomics"

Translation Gretta et al., Edition 17. Jakarta Global

Media Education.

Seaton, A.V and M.M. Bannett (1999), The Marketing of

Tourism Products, London: Centage Learning.

Smith, Valene L & Eadngto, William R. (1992) Tourism

Alternatives: Potentials and Problems in the

Development of Tourism. Philadelphia: University of

Pennsyvania.

Sunaryo B, 2013. Tourism Destination Development

Policy. The Concept and Application in Indonesia.

Gava Media Publisher

Sugiono (2009) "Non-Parametric Statistics" Edition I

Alfabeta Matter.

Analysis of Determination of Exogenous Variables on the Number of Tourism Visits and Regional Revenues on Coastal Destinations in Deli

Serdang and Serdang Bedagai Districts in North Sumatera

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