Foreign Tourist Satisfaction at Museum

Yansahrita

, I Made Bayu Yustika Putra

, and Dyah Sugandini

, Tri Wahyuningsih

STIE Trisna Negara

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: Tourist Satisfaction, Tourist Attraction, Quality of Travel Destinations

Abstract: Tourism is an industrial opportunity that has a very wide network and can even develop other business

fields and is a very profitable opportunity for a particular country. Tourist satisfaction can be influenced by

Travel Attractions and Service Facilities, and according to the Quality of Travel Destinations can also

influence consumer behavior. This research is a survey research using a questionnaire. The population in

this study were all foreign tourists visiting the Yogyakarta and South Sumatera museum and with sampling

techniques convenience sampling. Multiple linear regression analysis was used to examine the relationship

between variables in this study.

INTRODUCTION

The Tourism Industry is one of the most important

sectors in several local economies, mainly because

of the ever-increasing contribution to regional

income, but also because of the opportunities offered

for further growth (Karakitsiou et al., 2007).

Tourism is an industrial opportunity that has a very

wide network and can even develop other business

fields and is a very profitable opportunity for a

particular country. Tourist satisfaction can be

influenced by Travel Attractions and Service

Facilities, and according to the Quality of Travel

Destinations can also influence consumer behavior

in determining destination destinations (Rajaratnam

et al., 2011). This study aims:

To find out and analyze the influence of

Attraction on the satisfaction of Foreign

Tourists in the Yogyakarta and South

Sumatera Museum.

To find out and analyze the effect of the

Facility on the satisfaction of Foreign Tourists

in the Yogyakarta and South Sumatera

Museum.

To find out and analyze the effect of

Accessibility on the satisfaction of Foreign

Tourists in the and South Sumatera Museum.

To find out and analyze the effect of

Destination Quality on the satisfaction of

Foreign Tourists in the Yogyakarta Museum.

LITERATURE REVIEW

2.1 Tourist Satisfaction

2.1.1 Understanding Satisfaction

Zeithaml and Bitner (2003) suggest that satisfaction

is a much broader concept than merely an

assessment of service quality, but is also influenced

by other factors, such as situation factors, individual

background, and product quality.

The perception of the quality of tourist

destinations felt by tourists during and after visiting

tourist destinations is the quality of tourism and

affects tourist satisfaction. Satisfaction is a measure

that shows how well expectations are met regarding

satisfaction from customer needs. Tourist

satisfaction research has often been applied because

it has an important role in the survival of each

tourism product, service, and tourist destination

(Gustroy et al. 2003, 2007).

The disconfirmation model is the one most often

used in previous satisfaction studies (Erevelles and

206

Yansahrita, ., Putra, I., Sugandini, D. and Wahyuningsih, T.

Foreign Tourist Satisfaction at Museum.

DOI: 10.5220/0009961202060210

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 206-210

ISBN: 978-989-758-471-8

Leavitt, 1992). Based on this approach, satisfaction

is seen as evaluating individual responses.

Between what is received and what is expected

(Liljander and Strandvik, 1997). Therefore, the

quality of service performance evaluated by

consumers in terms of reference or comparison basis

is generally referred to as the standard of expectation

or comparison. The individual decisions resulting

from this comparison are referred to as

disconfirmation of expectations, which reflects if the

service is better or worse than expected.

Based on this, expectations, performance, and

disconfirmation are the most important variables that

contribute to customer satisfaction (Oliver, 1997).

To complete, loyalty to service providers is

considered as the main consequence of satisfaction

(Yu and Dean, 2001).

2.2 Destination Attractiveness

2.2.1 DefnTravel Attractions

Gunn (1972, 1998) suggested that without tourist

attraction, there would be no tourism. Lew (1987)

adds that without tourism, there will be no tourist

attraction. The importance of tourist attraction is a

condition for developing tourism in certain areas.

Lew (1987) defines a tourist attraction as all

elements of a tourist destination that draw tourists

from their permanent residence and refers to the

geographical and climate characteristics of a

particular location, activities in which tourists can

participate according to the experience they

remember.

Mayo and Jarvis (1981) define attractiveness as

the perceived ability of a goal to provide individual

benefits. Gartner (1996) defines tourist destinations

as the center of the tourist experience, and he also

stresses the importance of management by saying

that almost all features can be a tourist attraction if

marketed properly and adequately presented.

Hu and Ritchie (1993) define tourist attraction as

a reflection of the feelings, beliefs, and opinions one

has about the desired perceptions of destinations to

meet special needs and satisfaction for certain

individuals. "

2.2.2 Classification of Tourist Attractions

Tourism

Objects are heterogeneous and the essence of each

Different tourist attraction. For example, natural

attractions, night tours, historical tourism, and

spiritual tourism are examples of tourist destinations.

The essence of each of these tourist attractions is

different, but if all tourist destinations are properly

presented and marketed then it can become an

attraction perfect tourism McIntyre, Hetherington

and Inskeep (1993) classify factors of tourist

attraction into the following categories:

natural tourism resources,

cultural and historical heritage,

climate conditions,

infrastructure,

services and tourist facilities

In addition to the above tourist attraction factors,

the tourist attraction is influenced by several main

factors of tourism component ta include Attractions,

Amenity, and Accessibility.

Attraction

Cooper (2000) mentions that Attraction is a form

of cultural activity, natural beauty, and events that

motivate tourists to come to visit. Attraction

(Attraction) is all about nature, culture, events,

recreation, and entertainment, which is an attraction

so that people want to come to visit a tourist

destination and can be entertaining when people

watch the attraction.

Facilities (Amenity)

Cooper (2000) states that Amenity includes

facilities and services provided for tourists in tourist

destinations. Amenity is all facilities contained in a

tourist destination that supports tourist activities to

enjoy the tourist destination area.

Accessibility

Includes distance from the highway, road

conditions, and vehicles to tourist attractions.

According to cooper (2000), Accessibility is the

provision of transportation facilities to reach

destinations easily. Accessibility can also be said as

facilities for tourists to reach tourist destinations in

the form of vehicles, transportation systems,

terminals, and pre-highway facilities.

2.3 Quality Travel Destinations

(Destination Quality)

The Quality tourist destination is defined as a

location group of attractions, facilities, and tourist

services (Kim and Brown, 2012), and the

combination of these features is a tourism product at

the destination (Zabkar et al.,2010). Zakbar

highlighted the existence of two frameworks for

classifying the attributes of tourist destinations,

namely Attractions, access, additional facilities, and

services) and (tourist attractions, access, facilities,

packages available, activities and additional

services).

Foreign Tourist Satisfaction at Museum

207

Previous studies conducted by Lopez-Toro et al.,

(2010); Eusebio and Vieira, (2013); Chen et al.,

(2011); Moutinho et al., (2012) using different

important attributes aimed at assessing the quality of

tourist destinations. This study does not focus on

rural tourism destinations. Apart from the growth of

rural tourism in many developed and developing

countries. The study states that the quality of rural

accommodation (Lourerio and Gonzalez, 2008) or

Farm tourism (Rozman et al., 2009). Because of the

scope of this study, relevant attributes for measuring

the quality of rural tourism destinations have been

identified and used.

The perception of the quality of tourist

destinations felt by tourists during and after visiting

tourist destinations is the quality of tourism and

affects tourist satisfaction. Rajaratnam et al., (2011)

in his research stated that there were 8 (eight)

attributes of the quality of tourist destinations

namely Amenities which include facilities and

services provided for tourists in tourist destinations

(Cooper, 2000), Accessibility, namely the provision

of transportation facilities to reach destinations

(Cooper, 2000) and Logistics, Core Tourism

Experience (experience in tourist attractions),

Hygiene or cleanliness, Information, Security or

security, Value for Money and Hospitality.

2.4 Effects of Tourist Attractions on

Tourist Satisfaction Tourist

Attractions namely, as all elements of tourist

destinations that attract tourists from their permanent

residence and refer to the geographical and climate

characteristics of a particular location, activities

where tourists can participate according to the

experience they remember. Satisfaction is a feeling

happy or disappointed someone who arises because

of comparing the perceived performance of products

or results against their expectations (Kotler, 2009).

As explained in the definition above, satisfaction is a

function of perception or impression of one's

performance or service and expectations. Renewal

and making purchases. Travel Attractions are

influenced by several main factors, including

Attractions, Amenity, and Accessibility.

According to Basiya and Rozak (2012), the

attractiveness of tourist destinations is the main

motivation for visitors to travel. Basiya and Hasan

(2012) in his research concluded that the quality of

natural attractions(natural attraction), the quality of

tourist attraction in the form of the architecture of

the building(building attraction), cultural attractions

(cultural attraction), and attraction of social (social

attraction) have a direct and positive relationship to

tourist satisfaction.

H1: Attraction positively influences Tourist

Satisfaction of Yogyakarta Vredeburg Museum

H2: Facilities (Amenity) has a positive effect on

Yogyakarta Vredeburg Museum

H3: Accessibility (Accessibility) tourist

satisfaction has a positive influence on Tourist

Satisfaction of Yogyakarta Vredeburg Museum.

2.5 Effect of Quality of Tourist

Destinations on Tourist Satisfaction

The Quality of tourist destinations is defined as the

location of a group of attractions, facilities, and

tourist services (Kim and Brown, 2012), and the

combination of these features is a tourism product at

the destination level (Zabkar et al., 2010). Zakbar

highlighted the existence of two frameworks for

classifying the attributes of tourist destinations,

namely Attractions, Access, Facilities, and

Additional Services).

Rajaratnam et al. (2011) state that the perception

of the quality of tourist destinations has a significant

effect on satisfaction, which subsequently has a

significant effect on consumer behavior. From the

above explanation, it can be drawn the following

research hypothesis:

H4: There is a positive influence on the quality

of tourist destinations on tourist satisfaction of the

Yogyakarta and South Sumatera museum.

3 RESEARCH METHODS

This research is a survey research using a

questionnaire. The population in this study were all

foreign tourists visiting the Yogyakarta Vredeburg

Fort Museum and with sampling techniques

convenience sampling. Multiple linear regression

analysis was used to examine the relationship

between variables in this study.

4 RESULTS

4.1 Characteristics of Respondents

Based on the demographic characteristics of the

respondents can be seen in table 1.

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208

Table 1. Demographics of respondents

Gender Number Percentage (%)

Female 36 36%

Male 64 64%

Public

Private

Employees

28 28%

Student 35 35%

Entrepreneur 10 10%

Civil Servants 4 4%

Other 23 23%

Characteristics of respondents based on tourist

origins can be seen in table 2.

Table 2. Origin data of tourists

countries

Dutch 21 21%

Australia 15 15%

Belgium 8 8%

Canadian 5 5%

Prassian, Spanish, Norway ,

Thailand, Hungary, Uzbek,

Bangladesh, Ghanaian, Bosnia,

Jamaica, Myanmar, Jordan,

Kiribati, Bulgaria, Ireland,

Singapore,

13%

Netherlands 4 3%

British 12 12%

Polish 2 2%

Malaysia 2 2%

American 12 12%

German 6 6%

4.2 Results of Multiple Regression

Analysis

Results of multiple regression analysis regarding the

influence of Travel Attractions, namely Attraction,

Facilities ()Accessibility, Accessibility, and Quality

of Tourist Destinations (Destination Quality) on

Satisfaction of Wisatawan as follows:

Table 3.

Model

Unstandardized

Coefficients

Sig

Remarks

Std.

Error

(Constant) 35 439 10 149 3,492 .001

Things 147 .052 2,854 .005 Significant

Facility 121 .057 2128 .036 Significant

Accessibil

ity

140 .058 2401 .018 Significant

Quality

Travel

Destinati

ons

534

.055

9742

.000

Significant

dependent variable (Y): Satisfaction rating

F count: 587 759

Sig. F: 0.000 Adj R2 : 0.960

5 CONCLUSIONS

Based on the results of the above research, it can be

concluded as follows:

Tourist Attraction ie, Attraction has a positive

effect on Tourist Satisfaction Museum.

Travel Attractions, namely Facilities

(Amenities), have a positive effect on the

Tourist Satisfaction of the Museum.

Travel Attractions, namely Accessibility has a

positive effect on the Tourist Satisfaction of

the Museum.

The Quality of a Tourist Destination has a

positive effect on the Tourist Satisfaction of

the Museum.

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