STUDI TENTANG KEPUASAAN WISATAWAN DARI PENGEMBANGAN, EKSPLORASI DAN EKSISTENSI POTENSI WISATA WANA DESA TELAGA POTORONO BANTUL

Abstract

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh pengembangan, eksplorasi, dan eksistensi potensi wisata di Wana Desa Telaga Potorono, Bantul, terhadap kepuasan wisatawan. Pendekatan yang digunakan adalah gabungan antara metode kualitatif dan kuantitatif. Variabel yang dianalisis mencakup kualitas pelayanan, persepsi harga, persepsi lokasi, dan persepsi fasilitas, yang dipilih sebagai indikator penting dalam menilai dampak pengembangan dan eksplorasi potensi wisata terhadap kepuasan wisatawan. Pengolahan data kuantitatif dilakukan menggunakan model regresi linier. Hasil penelitian menunjukkan bahwa secara parsial (melalui Uji t), persepsi harga dan lokasi memiliki pengaruh signifikan terhadap kepuasan wisatawan. Sebaliknya, kualitas pelayanan dan persepsi fasilitas tidak memiliki pengaruh signifikan secara parsial. Namun, secara simultan (melalui Uji F), variabel-variabel tersebut menunjukkan pengaruh signifikan terhadap kepuasan wisatawan, menggarisbawahi pentingnya kombinasi faktor-faktor tersebut. Nilai R² sebesar 0,929 menunjukkan bahwa 92,9% variasi kepuasan wisatawan dapat dijelaskan oleh variabel independen yang diteliti. Data kualitatif diperoleh melalui wawancara, yang menunjukkan bahwa persepsi harga dinilai terjangkau dan lokasi dianggap strategis serta mudah diakses. Walaupun hasil kuantitatif menunjukkan kualitas pelayanan tidak signifikan, responden cenderung merasa puas dan berencana untuk mengunjungi kembali serta merekomendasikan objek wisata ini. Penelitian ini merekomendasikan fokus pada peningkatan persepsi harga dan lokasi, serta perbaikan kualitas pelayanan dan fasilitas guna meningkatkan pengalaman wisatawan secara keseluruhan.

Kata Kunci : Pelayanan, Harga, Lokasi, Fasilitas, Wisatawan

ABSTRACK

This study aims to analyze the influence of the development, exploration, and existence of tourism potential in Wana Desa Telaga Potorono, Bantul, on tourist satisfaction. The approach used is a combination of qualitative and quantitative methods. The variables analyzed include service quality, price perception, location perception, and facility perception, which were chosen as important indicators in assessing the impact of the development and exploration of tourism potential on tourist satisfaction. Quantitative data processing was conducted using a linear regression model. The research results indicate that partially (through the t-test), price and location perceptions significantly influence tourist satisfaction. In contrast, service quality and facility perception do not have a significant influence when considered individually. However, simultaneously (through the F-test), these variables demonstrate a significant influence on tourist satisfaction, underscoring the importance of their combination. The R² value of 0.929 indicates that 92.9% of the variation in tourist satisfaction can be explained by the independent variables studied. Qualitative data was obtained through interviews, revealing that price perceptions are considered affordable and the location is deemed strategic and easily accessible. Although the quantitative results show that service quality is not significant, respondents tend to feel satisfied and plan to revisit and recommend this tourist attraction. This study recommends a focus on improving price and location perceptions, as well as enhancing service quality and facilities to improve the overall tourist experience

Keyword: Service, Price, Location, Facilities, Tourists