PENGARUH KUALITAS NIGHTLIFE ATTRACTION TERHADAP KEPUASAN WISATAWAN DI KAWASAN PRAWIROTAMAN

Abstract

INFLUENCE OF QUALITY OF NIGHT ATTRACTION PRODUCTS TO TOURISTS SATISFACTION IN PRAWIROTAMANABSTRACT

Nightlife attraction is an important component of tourism product but less attention. The purpose of this research is to know how the night attraction has an influence on tourists satisfaction in Prawirotaman. This study refers to quality of tourism product’s theory that include attractions, amenity, and accessibility that uses quantitative methods supported by qualitative data. The data were collected by questionnaire on the tourists and interview to the manager then analyzed by Servqual, CSI, and IPA analysis. These results indicate the quality of nightlife attraction in Prawirotaman area is still far below the tourist’s expectations. This indicates the level of satisfaction from domestic and international tourists towards Prawirotaman are still low or very dissatisfied. There are several indicators that affect the level of domestic and international tourists satisfaction can be a concern for managers and governments in improving quality of night attraction. The conclusion is the low quality of 3A product element (attraction, amenities, and accessibility) influence the whole tourist satisfaction.