Market Analysis and Operational Strategy KMC Kartini 1 Tourist Ship: Case Study in Pangandaran Regency
Keywords:
Tourist Satisfaction, Facility Quality, Tourist Experience, KMC Kartini 1Abstract
This study aims to analyze the effect of Facility Quality, Strategy Quality, Tourist Experience, and Promotion on Tourist Satisfaction using the KMC Kartini 1 tour boat in Pangandaran Regency. By using a quantitative approach, to measure the effect of each variable on tourist satisfaction. The results showed that Tourist Experience had the most significant effect on Tourist Satisfaction with a coefficient of influence of 39%. Facility quality also has a significant effect with a contribution of 27.3%. Meanwhile, Promotion has a positive but statistically insignificant effect. Quality of Strategy as well as moderating variables between tourist experience with service quality and promotion do not show a significant effect on tourist satisfaction. This study concludes that to increase the satisfaction of tourists using KMC Kartini 1, managers need to focus on improving the tourist experience and the quality of the facilities offered. Promotion and operational strategies need to be further reviewed to be more effective in influencing traveler satisfaction.
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