Analysis of the Effect of Attractiveness, Quality Destinations

Tourist and Motivation on Tourist Satisfaction

Esti Dwi Rahmawati, Yuni Istanto, Dyah Sugandini

Universitas Pembangunan Nasional Veteran, Yogyakarta, Indonesia

Keyword: Attractiveness, Quality destinations Tourist, Motivation, Tourist Satisfaction

Abstract: This study aims to analyze the effect of tourist attraction, quality of tourist destinations, tourist motivation

towards, and satisfaction of tourists on Heritage tourism objects in Kota Gede, Yogyakarta. The sample used

was 100 tourists. The data collection method used was a questionnaire. The analytical tool used is multiple

regression models. The variables used in this study are a tourist attraction, quality of tourist destinations,

tourist motivation, and tourist satisfaction. The results of the analysis prove the attractiveness of tourism, the

quality of tourist destinations, and the motivation of tourists to affect the satisfaction of foreign tourists.

1 INTRODUCTION

Yogyakarta is a city known as a city with cultural

heritage. This cultural heritage encourages tourists to

visit Yogyakarta. But many tourists who do not want

to linger to stay in Yogyakarta. The length of stay of

foreign and domestic tourists in Yogyakarta,

according to DIY tourism data in 2018, is one to 2

days. This long stay issue makes it a special problem

faced by the DIY tourism office because Yogyakarta

cannot yet become a single destination. Yogyakarta

is usually only a transit destination, with Bali as its

main destination. For domestic tourists, tourists

visiting Yogyakarta are usually on weekends or

school holidays. The problem of the length of stay in

Yogyakarta is an interesting phenomenon to be

studied, and tourist satisfaction is an important

phenomenon to be studied. Consumer satisfaction is

a feeling that is owned by tourists to a tourist

attraction because it gets better service than tourists'

expectations for a tourist destination.

According to Reitsamera, Brunner-Sperdinb., &

E. Stokburger-Sauera (2016), tourist satisfaction at

heritage destinations is influenced by the

attractiveness of heritage tourism destinations,

destination quality, and motivation of Rajaratnam and

Nair tourists, (2015) to visit heritage tourism. This

study analyses the effect of attractiveness, quality,

and motivation on heritage tourism in Yogyakarta.

Heritage tourism analyzed is tourism in the big city of

Yogyakarta. Prayag & Ryan, 2011 stated that

attracting a destination becomes a meaningful

experience on vacation. Destination quality can create

satisfaction into competitive advantage because

tourists who are already bound to certain tourist

destinations will be less likely to change their

destination choices despite attractive alternative

offers (Yuksel et al., 2010).

Heritage tourism is an activity of traveling by

visiting places that are considered to have an

important history for an area or city. The number of

tourist visits to DIY rose very significantly since

2012-2016. The number of visits for foreign tourists

to DIY in general from 2012-2016 has increased, with

an average increase of 15%.

The purpose of this study is (1) to determine and

analyze the effect of attractiveness on tourist

satisfaction (2) determine and analyze the influence

of tourist destination quality on tourist satisfaction,

and (3) determine and analyze the influence of

motivation on tourist satisfaction.

2 LITERATURE REVIEW AND

HYPOTHESES

2.1 Tourist Attraction and Satisfaction

Tourist satisfaction is closely related to the

attractiveness of a tourist destination. The

attractiveness of tourist destinations can create

positive and negative assessments of tourists in

evaluating their experience at a destination. This

342

Rahmawati, E., Istanto, Y. and Sugandini, D.

Analysis of the Effect of Attractiveness, Quality Destinations Tourist and Motivation on Tourist Satisfaction.

DOI: 10.5220/0009966003420346

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 342-346

ISBN: 978-989-758-471-8

positive assessment is a satisfaction that can be felt by

tourists at tourist destinations (Alegre and Cladera,

2006). Hu and Ritchie (1993) define tourist attraction

as a reflection of one's feelings, beliefs, and opinions

about the desired perception of a destination to meet

special needs and satisfaction for certain individuals

(Reitsamera et al., 2016).

First Hypothesis: Withdrawal influences tourist

satisfaction.

2.2 Destination Quality and Tourist

Satisfaction

Destination quality is defined as a group of facilities

and services to tourists (Kim and Brown, 2012), and

a combination of tourism product features at the

destination level (Zabkar 2010). Zabkar highlights

that there are two frameworks for classifying

attributes of tourist destinations, attractions, access,

facilities, additional services, and tour packages

available, additional Activities and Services). The

relevant features of a tourist destination are very

context, and the assessment of the quality of the

tourist destination must reflect the specific attributes

that characterize the tourist destination (Zabkar et al.,

2010). The study conducted by Eusebio and Vieira,

2013 states that the quality of the destination

influences tourist satisfaction (Moutinho et al., 2012).

The second hypothesis: The quality of the

destination influences tourist satisfaction.

2.3 Motivation and Satisfaction of

Tourists

Motivation is the need that drives a person to act in a

certain way to achieve the desired satisfaction (Beerli,

Martín, 2004). Chang et al., 2015 state that one of the

best ways to understand tourist motivation is to

research and conceptualize tourist behavior using

motivation and attractiveness. Individuals are

encouraged to visit a heritage destination because of

motivation (Uysal, Hagan, 1993). The factors that

make a person motivated are the experiences of

others, marketing advertisements, and word of mouth

communication and referrals from friends and

relatives. The motivation for visiting a destination

influences tourist satisfaction on heritage tourism

(Yoon and Uysal, 2005).

Third Hypothesis: Motivation influences tourist

satisfaction.

3 RESEARCH METHODS

This study focuses on the influence of attractiveness,

destination quality, and motivation on tourist

satisfaction on Kotagede heritage tourism in

Yogyakarta. The study was conducted in the form of

a survey, using an explanatory research approach or

explanatory research that is research that explains the

causal relationship between variables through

hypothesis testing (Sekaran, 2006), as well as with

survey samples i.e., samples taken from a population

and using a questionnaire as a collection tool basic

data and are generally individual analysis units. The

sample in this study was tourists who visited Gede

City Yogyakarta tourism, with the sampling

technique was convenience sampling. The number of

samples is 100 respondents. The data obtained will be

used to test the hypothesis. The method of testing

hypotheses and analyzing data is by using Multiple

Regression (multiple regression). The reason for

using this method is because the results of this

multiple analysis can identify and explain some

independent variables that are significant to the

dependent variable, as well as being able to explain

the relationship that might exist between the

dependent variable with more than one independent

variable.

4 RESULTS

4.1 The Characteristics of the

Respondent

Characteristics based on a questionnaire collected

from 100 respondents obtained data about the sex of

the research respondents are shown in table 1.

Table 1. Respondent

The Characteristics

of the Respondent

Number

Percentage

Gender

Female

Male

49%

51%

Employment

EmployeePrivate

Students

Civil Servants

Entrepreneurs

OtherOther

35%

27%

17%

15%

Citizenship Citizens

of citizens of

IndonesianCitizens

Foreign

21%

79%

Analysis of the Effect of Attractiveness, Quality Destinations Tourist and Motivation on Tourist Satisfaction

343

4.2 The Test Results for the Model

4.2.1 Results Goodness of fit (R

)

Test of harmony or test goodness of fit indicated by

the value of R

(coefficient of determination). The

results of the data analysis showed that the value of

is equal to 0.594. R test results

showed that the

goodness of fit is good because of the closer the value

of 1. This indicates that the regression models are able

to explain existing data (Gujarati, 1995). The test

results of R

can be seen in Table 2 below.

Table 2. Test Results The coefficient of determination

(R2)

Model R

Square

Adjusted

R Square

Std. An error

of the

Estimate

.771(a) .594 .581 2.02471

a Predictors: (Constant), Motivation, Attractiveness,

Quality of Destination

4.2.2 Regression Variance Test or F

Regression Test or Multiple

Regression

A diversity test to determine the best regression line

is often called the test -F. F count generated by F

hit

means that in testing, F will prove a null hypothesis

or H

: F

hit

= 0 and H

: F

hit

> 0. Then F

count is

compared

to the usual F table written with F

count

≈ F

table

(Di

where F

table

= F (α, p, n-2) and α = real level). The

testing criteria for the value of F

hits

are:

a. If F

hits

≤ F (table 5%). This means that the

simple linear regression estimator (Y) obtained

is not the best regression line to approach X, Y

pairs of observations. Or it can be said this

means that there is a non-linear relationship in

the X, Y pair of observations.

b. If F

hit

> F (table 5%). This means that there is a

linear relationship between the effect of X on Y.

Or it can be said that the simple linear regression

estimator (Y) obtained is the best estimator

regression line to approach the X pair of

observations, Y.

The F test can also be seen from the significance value

of F obtained from processing the regression data. A

good F test is characterized by a sig F value of ≤ 0.05.

The F test results are shown in Table 3.

Table 3. F Testing Results Test

Model

Sum of

Squares df

Mean

Square F Sig.

1 Regression

575.202 3 191.734 46.771 .000(a)

Residual

393.548 96 4.099

Total

968.750 99

a Predictors: (Constant), Motivation, Attractiveness,

Quality of Destination

b Dependent Variable: Satisfaction

The results of the F test show that the value of sig =

0.000 or ≤ 0.05 so that it can be concluded that the

regression equation used in this test is a regression

that has a linear regression line perfect.

4.2.3 Significance of the Regression

Equation

The results of the regression equation test show that

all independent variables have a significant influence

on the dependent variable. This result is indicated by

the sig value ≤ 0.05. The regression equation obtained

is as follows:

Y = a + b1X1 + b2X2 + b3X3 + e

Y = 0.654 + 0.295 X1 + 0.292 X2 + 0.382 X3 + e

The results of the regression analysis can be seen in

table 4.

Table 4. Results of Linear Regression Analysis

Models

Unstandardized

Coefficients t Sig.

Std.

Error B

Std.

Error

(Constant)

.654 1.664 .393 .695

Attractivenes

.295 .059 5.043 .000

Quality of

destination

.292 .098 2.967 .004

Motivation

.382 .102 3.734 .000

a Dependent Variable: Satisfaction

Multiple regression test results above show that the

attractiveness of the significant value of the variable

of 0.000 ≤ 0.05 means that the attractiveness of the

partial variables influences the satisfaction of foreign

tourists on the attractions Heritage in Kota Gede

Yogyakarta. So it can be gathered that the first

hypothesis is accepted. Destination Quality Variable

has a significance value of 0.004 ≤ 0.05 means that

the destination quality variable partially influences

the satisfaction of foreign tourists. It can be concluded

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

344

that the second hypothesis is accepted. While the

significance value of the motivation variable of 0.000

≤ 0.05 means that the motivation variable influences

the satisfaction of foreign tourists on Heritage

attractions in Kota Gede, Yogyakarta. So it can be

concluded that the third hypothesis is accepted.

5 DISCUSSION

The availability of transportation that is easy to reach,

the existence of historic building sites, the availability

of various tourist facilities, is the main attraction of

the tourist heritage in the Kota Gede Yogyakarta.

Increasing tourist attraction supports tourist

satisfaction supporting research conducted by

Reitsamera et al. in 2016, a positive rating is a form

of assessment of tourist experiences on the

attractiveness of tourist destinations. The satisfaction

that tourists can feel at a tourist destination is

determined by the combination of facilities and

services to tourists (Kim and Brown, 2012), and the

combination of features of tourism products at the

destination level (Zabkar 2010). The results showed

that tourists pay attention to being safe at the time of

tourist heritage. Get good help from the officers and

get information for each destination to get support

from Moutinho et al. (2012), which states that the

quality of the destination is agreed on tourist

satisfaction. Motivation is a need that drives a person

to strive in a certain way to achieve the desired

satisfaction (Beerli, Martín, 2004). Experiences from

others, marketing advertisements, and word of mouth

communication and referrals from friends and

relatives motivate foreign tourists to visit Heritage

tourism tourists in Kota Gede, Yogyakarta. This study

also supports the research of Yoon and Uysal (2005),

which confirms motivation for visiting destinations

that increase tourist satisfaction on a tourist heritage.

6 CONCLUSION

Based on the results of data analysis and discussion,

the following conclusions are withdrawal influences

the satisfaction of foreign tourists on heritage

attractions in Kota Gede, Yogyakarta. The quality of

the destination influences the satisfaction of foreign

tourists on heritage attractions in Kota Gede,

Yogyakarta. Tourist motivation influences the

satisfaction of foreign tourists on heritage tourism in

Kota Gede, Yogyakarta. Tourism, destination quality,

and tourist motivation together have an influence on

tourist satisfaction with heritage tourism in Kota

Gede, Yogyakarta.

7 LIMITATION

For further researchers who want to conduct research

are expected to develop using other variables that

influence tourist satisfaction. The object of research

is also developed not only in the City of Yogyakarta

but in several other heritage attractions in the Special

Region of Yogyakarta.

ACKNOWLEDGMENTS

We are thankful for the Directorate of Research and

Community Service, Ministry of Research and

Technology of the Republic of Indonesia (Direktorat

Riset dan Pengabdian Masyarakat – Kementerian

Riset, Teknologi dan Pendidikan Tinggi) for funding

this study in the Thesis Research Grant scheme

(Skema Hibah Tesis Magister) 2019. We are also

thankful for LPPM UPN Veteran Yogyakarta as the

institution that gave the approval to conduct this

research.

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