Ijmhrm 08 02 002

International Journal of Marketing and Human Resource Management (IJMHRM)
Volume 8, Issue 2, April – June 2017, pp. 09–20, Article ID: IJMHRM_08_02_002
Available online at http://www.iaeme.com/IJMHRM/issues.asp?JType= IJMHRM &VType=8&IType=2
ISSN Print: ISSN 0976 – 6421 and ISSN Online: 0976 – 643X
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© IAEME Publication
AN ANALYSIS OF TOURISM SERVICE

QUALITY TOWARD CUSTOMER
SATISFACTION (STUDY ON TOURISTS IN
INDONESIA TRAVEL DESTINATIONS TO BALI)
Nur Hayati, Desi Novitasari
Lecturer, Department of Management,
STIE STAN Indonesia Mandiri, Bandung, Indonesia
ABSTRACT
This study aimed to analyze the influence of the service quality of tourism
(attractions, facilities and service, accessibility) to customer satisfaction. Results of
previous studies show that the quality of tourism services to the satisfaction of tourists
there is a significant positive effect on the result, but there is also a significant
negative effect, then the problems that need to be investigated are: Do accessibility,
facilities and services, the attraction of tourism has a positive and significant impact
on tourist satisfaction at Bali travel destinations in Bandung, Indonesia.
The research method using a questionnaire distributed to 81 customers at Bali
destination in Bandung, West Java, Indonesia. Technical analysis of the research
using descriptive analysis and correlation, while the technique of hypothesis testing
using multiple linear regression analysis.
The amount of influence the quality of tourism service quality (attraction, facilities
and services, accessibility) of 24% on customer satisfaction. These results indicate
that the variable quality of tourism service (attraction, facilities and service,
accessibility) has a positive and significant impact on customer satisfaction either
partially or simultaneously, while the variable partial accessibility by no means and
no significant effect on customer satisfaction.
Theoretically, this study implies that the attractions, facilities and services,
accessibility, partial and simultaneous positive and significant impact on customer
satisfaction as proposed by Manikandan (2015)
Key words: Service Quality of Tourism, Destination Attraction, Destination Facilities
& Service, Accessibility of The Destination, Customer Satisfaction.
Cite this Article: Nur Hayati and Desi Novitasari, An Analysis of Tourism Service
Quality Toward Customer Satisfaction (Study on Tourists in Indonesia Travel
Destinations to Bali). International Journal of Marketing and Human Resource
Management, 8(2), 2017, pp. 09–20.
http://www.iaeme.com/ IJMHRM /issues.asp?JType= IJMHRM &VType=8&IType=2
http://www.iaeme.com/IJMHRM/index.asp 9 editor@iaeme.com
Nur Hayati and Desi Novitasari
1. INTRODUCTION
The development of economic activity always gives influence to marketing aspect. Corporate
management is required to have the right marketing concept to always be able to overcome
the competition in the business world. In general, every company adheres to a consumer-
oriented marketing system, which is a marketing system that always strives to meet the needs
and desires of consumers. In its development the tourism sector plays an important role in
supporting the growth of the national economy because with its existence can contribute
income to the country's foreign exchange, expand employment, and introduce national culture
so it should be developed. If looking at the shape and process or the resulting product, the
tourism industry belongs to the service industry. Liangi et al (2010) states that tourism is like
an industry that produces products, tourism products in the form of services, where tourism is
a set of attributes that include tourist attraction, facility and service objectives, accessibility
and services that customers may receive as one that can satisfy the needs and desires in
gaining experience. Travel Bureau is an important element in customer service process. Most
customers use the services of Travel Bureau (Yoeti, 2002). In this case, the Travel Bureau can
provide a complete service to a person or group of people who want to travel both
domestically and abroad. Quality of tourism services is very important influence to be able to
measure the level of customer satisfaction proven through a research (Marketing Research).
Consumer satisfaction will come back by itself when the services that the company sells in
accordance with the wishes of consumers. The perceived quality of service from tourism is
said to affect consumer satisfaction and they always provide the best good for the consumer
which ultimately affects the consumer's intention to return (Rukuiziene, 2009: 136).
Consumer satisfaction concerns expected component and expected performance. The
customer's expectation is a customer's estimate or belief about what he or she receives,
whereas perceived performance or results are consumers' perceptions of what they receive
(Thijs and Staes (2008: 30).
Consumer satisfaction as a condition where consumer needs, wants, and expectations can
be met through consumed products (Gasperz, 2002: 34). Meanwhile, according to Engel in
Tjiptono (2005: 24), consumer satisfaction is a after-sale evaluation where alternatively
selected at least give the same results or exceed customer expectations. Research on the
Quality of Service in the field of Tourism is very limited and until now there has been no
serious effort to critically examine the influence of the quality of tourism services to
consumers (Mukhles Al-Ababneh, 2013). In the tourism industry, Osman and Sentosa (2013)
study the effect of service quality on customer satisfaction in Malaysian tourist villages; They
found that service quality had a positive and significant effect on customer satisfaction. Abu
Ali and Howaidee (2012) conducted research in the Jordanian tourism industry affirming that
tourist attraction, facility & service goals, accessibility have positive and significant impact on
consumer satisfaction in Jeras tourism as one of the main tourist destinations in Jordan. The
same result is shown by Mohamed Rahmathullah (2015) research that conducted research in
Tamilnadu India which showed that tourist attraction, facilities & service, accessibility have
positive and significant influence to the satisfaction of foreign tourists. Unlike Irma
Dwiyanti's research (2013) which shows that facilities & services, accessibility has no
significant effect on the satisfaction of tourists, it means facilities & services factor,
accessibility is not one of the factors that influence tourist satisfaction. Based on observations
made in Bandung about the quality of service is still often there are complaints received by
employees during the service to consumers, among others: the delay in providing services, the
lack of employees resulting in lack of optimal service and not to mention the latest
phenomenon that is a problem for Travel Bureau is with the advent of online purchasing
system such as: Traveloka, Agoda, Tiket.com, Pegi-pegi and other online system to make the
An Analysis of Tourism Service Quality Toward Customer Satisfaction (Study on Tourists in
Indonesia Travel Destinations to Bali)
quality of service Travel Bureau neglected due to the sophistication of existing technology
today
2. NEED FOR THE STUDY

Based on the above description, that the previous studies show the influence of independent
variable of quality of tourism service to the dependent variable of satisfaction of tourists have
a significant positive effect, but there is also a negative effect is not significant to the
dependent variable of tourist satisfaction. So the problem that needs to be studied is as
follows:
1. How does accessibility influence to tourist satisfaction?
2. How does the facility & service affect the satisfaction of tourists?
3. How does the impact of tourist attraction on tourist satisfaction?
4. How is the satisfaction of tourists?
5. Is the quality of tourism services have a positive and significant impact on the satisfaction
of tourists in Bandung Bali tourist destination areas?
3. OBJECTIVES OF THE STUDY

This study was conducted to examine how and how much influence the quality of tourism
services to the satisfaction of tourists. So the purpose of this research is as follows:
1. To analyze the influence of accessibility to the satisfaction of tourists
2. To analyze the effect of facilities & services on the satisfaction of tourists
3. To analyze the influence of tourist destination attraction to the satisfaction of tourists
4. To analyze the tourist satisfaction of tourist destinations to Bali
5. To analyze the influence of the quality of tourism services to the satisfaction of tourists
4. THEORITICAL BACKGROUND
4.1. Tourism Products
The tourism product as one of the bidding objects in tourism marketing has the main elements
consisting of 3 parts (Yoeti, 2002: 211):
1. Attractions of tourist destinations, including imagined by tourists
2. Facilities owned by tourist destination
3. Ease to reach the destination
Mason (2000: 46) makes the formulation of the components of tourism products are as
follows:
• Attractions, namely attractions of nature, culture and man-made such as festivals or art
performances.
• Accessibility, namely the ease of obtaining or reaching tourist destinations such as tourism
organizations (travel agents)
• Amenities is a facility to obtain pleasure. In this case it can be in the form of accommodation,
cleanliness, and hospitality
• Networking, which is a network of cooperation related to the products offered both locally,
nationally and internationally.
Based on these two concepts, it can be concluded that there are 3 elements that make up a
tourism product that is:
1. Attractions and destinations include tourist attractions that are presented with something to
do activities, something to see, and something to buy
2. Facilities of destination include accommodation, restaurant, and others
3. The ease of the destinations are classified into the existence of means of transportation, as
well as access to the tourist attraction.
4.2. Quality of Service in the field of Tourism

The World Tourism Organization (2003) defines the quality of service in tourism as follows:
"the outcome of a process that implies the satisfaction of all legitimate products and the need
for service, customer requirements and expectations, at acceptable prices, in accordance with
the quality determinants underlying such as safety and security, cleanliness, accessibility,
transportation, authenticity, and harmonization of tourism activities that are concerned with
the human and natural environment ". Quality is also important for a sustainable tourism
development industry. Atilgan et al (2003) also affirms that quality in tourism is an important
factor and ultimately determines success in the tourism business.
4.3. Dimensions of Quality of Tourism Service

According to Middleton and Clarke (2001) and Rahayu (2010: 125) the dimensions of the
quality of tourism services have 5 dimensions of Destination Attraction, Destination Fasilities
and service, Accessibilities of destination, Price to the customer (Expenses incurred) as for
only 3 dimensions that will the author use as follows:
1. Destination Attraction is the most important component of the tourism system as the main
motivation for travel. Everything that has the uniqueness, beauty and value in the form of
diversity of natural wealth, culture and man-made products that become the target or the
purpose of tourist visit. The tourist attraction indicators are as follows:
a. Natural attractions visited are interesting for example: mountains, sea, beach etc.
b. Artificial tourist attraction visited is interesting for example: recreation park, cruise etc.
c. Historic attractions visited are interesting examples: museums, temples, monuments etc.
d. The availability of information such as maps in a tourist attraction
e. The availability of toilets in the area of tourist attraction
2. Destination Facilities and Service
Other important attributes in tourism products, including public facilities in a tourist
destination and special facilities tailored to meet the needs of tourists. The indicators of
facilities & services are:
a. Air transport service facilities such as airlines used to reach the destination city.
b. Accommodation service (Hotel) during the destination can be seen from several sides:
services and access from the hotel to other destinations.
c. Land transportation services in the form of comfort and cleanliness of vehicles
d. Restaurant service used can be seen from the side of cleanliness, halal and quality of
food (menu) presented
e. The accompanying tour guide has quality and experience
f. The existence of alternative souvenir shops that stop.
3. Accessibility of the destination
Accessibility of destinations affects the cost of vacationing, the speed, and convenience with
which a traveler can reach a destination. The indicators of accessibility are:
a. Airport equipped with a comfortable lounge, with this will provide comfort when
waiting for a flight.
b. Roads are accesses that can be used to reach a destination.
c. The existence of a road guide that will facilitate tourists in reaching a destination with
ease
d. Availability of large parking area
e. Cleanliness of toilets
4.4. Definition of Consumer Satisfaction

Consumer satisfaction is defined as the level of one's feelings after comparing perceived
performance or results compared with expectations (Kotler, 2012), Comparison between
expectations and performance will produce feelings of pleasure or disappointment in the
minds of consumers. If performance matches or exceeds expectations, customers will feel
happy or satisfied. Conversely, if performance is below expectations, then the consent will
feel disappointed or not satisfied. Mowen and Minor (2002) say consumer satisfaction is
defined as the overall attitude shown by consumers of goods and services after they acquire
and use them. Kotler and Armstrong stated consumer expectations were shaped and based on
several factors including past shopping experiences, friends, and relatives' opinions,
information, and promises of companies and competitors. Consumer satisfaction concerns
expected component and expected performance. The customer's expectation is a customer's
estimate or belief about what he or she receives, whereas perceived performance or results are
consumers' perceptions of what they receive (Thijs and Staes (2008: 30). The level of
customer satisfaction with service is the most important factor in developing a service
delivery system that is responsive to consumer needs. Satisfaction depends on two factors:
consumer expectation and quality of service perceived by consumers (Clow, 2000: 53).
Consumer satisfaction as a condition where consumer needs, wants, and expectations can be
met through consumed products (Gasperz, 2002: 34). The indicators used in measuring
customer satisfaction are as follows:
a. Rating from the side of the appearance can be said good and polite or not
b. Friendliness in service: a very influential factor in a service
c. Quality and speed of transactions
d. Mastering the products sold: with this guests will be more confident and believe in what we
sell
e. Having attention in handling consumer complaints
f. Having a comfortable and clean building facility: will make guests feel at ease waiting and
will make a good and positive effect.
4.5. Theoritical Framework

Based on the above explanation, it can be illustrated the framework of thinking about the
relationship between independent variables of service quality, destination tourist attraction,
facilities and services, accessibility of objectives, and one dependent variable that is consumer
satisfaction.
Attraction
Destination (X1)
Facilities and Consumer

Service (X2) Satisfaction (y)
Accessibility
(X3)
Figure 1 Theoritical Framework
4.6. Hypothesis Formulation

Based on the theoretical framework, can be put forward the research hypothesis as follows:
H1: "Variable X1 Attraction (Destination Attraction) has a positive and significant effect on
Variable Y Tourists Satisfaction.
H2: "Variable X2 Facilities & Services (Destination Fasilities and Service) has a positive and
significant effect on Variable Y Tourists Satisfaction.
H3: "Variable X3 Accessibility (Accessibilities) have a positive and significant effect on
Variable Y Tourists Satisfaction.
H4: "Variable X1, X2, X3 Destination Attraction, Destination Fasilities and Service,
Accessibilities have positive and significant effect on Variable Y Tourists Satisfaction.
5. METHODOLOGY
5.1. Object of Research
In this research which will be studied is service quality as independent variable (independent
variable) consist of Destination Attraction, Facilities and Service, Accessibility and customer
satisfaction as dependent variable, .
5.2. Research Sites

This research was conducted in Bandung and surrounding areas. Respondents are tourist
destinations to Bali.
5.3. Unit of Analysis

This study examines the quality of tourism services to the satisfaction of tourists, the authors
of the analysis will be about the attraction of tourism (Destination Attraction) to the
satisfaction of tourists, facilities and services to customer satisfaction, accessibility
(accessibility) to customer satisfaction on tourists Tourist destinations to Bali.
5.4. Population and Sample

Population is a generalization region consisting of objects or subjects that have certain
qualities and characteristics applied by researchers to study and then drawn conclusions
(Sugiyono, 2014: 80). In this study the population to be taken is individual tourists from PT
Wisata Mega Utama in Bandung destination to Bali Year 2016 which amounted to 440
people.
The number of samples from this study is determined as many as 81 samples, which is
sufficient to represent the population.
Non-probability sampling technique is a technique that does not provide opportunities or
equal opportunities for each element or member of the population to be selected to be
sampled. Accidental sampling ie the sample is determined by selecting anyone found at the
time of research or data collection. By way of giving questionnaires at the time the
researchers met with respondents who are considered suitable as a source of data during the
study took place (Riduwan, 2010).
5.5. Correlation between Variable
Attraction(X1)
Facility and Consumer

Service (X2) Satisfaction (y)
Accessibility(X3)
Figure 2 Correlation between Variable

Source : Primary Data (2016)
Based on the results of data processing obtained correlation coefficient between tourist
attraction, facilities & services, accessibility is measured by variable satisfaction of tourists.
1. The magnitude of the correlation between the variables of tourist attraction with tourists is
0.370 and significant at the level of 0.001. Because it is smaller than the general criteria used
is 0.05 (0.001 <0.05), it can be concluded that the variable of tourist attraction has a positive
and significant correlation with the satisfaction of tourists.
2. The correlation between facility & service variables and consumer satisfaction is 0.385 and
significant at 0.000 level. Because it is smaller than the general criteria used is 0.05 (0.000
<0.05), it can be concluded that the variable of tourist facility and service has a positive and
significant correlation with the satisfaction of tourists.
3. The major correlation between accessibility variables and consumer satisfaction is 0.251
and significant at the 0.024 level. Because it is smaller than the general criteria used is 0.05
(0.024 <0.05), it can be concluded that the variable of accessibility has a positive and
significant correlation with the satisfaction of tourists.
5.6. Hypothesis Testing

Hypothesis testing is done to test whether there is positive relationship between independent
variable (tourist attraction, facility & service, accessibility) to the dependent variable (tourist
satisfaction). To test the proposed hypothesis, the statistical test used is the F-test
(simultaneous test), t-test (partial test), and the coefficient of determination as follows:
5.6.1. F-Test
Table 1 F Test Output

a
ANOVA
Model Sum of Squares Df Mean Square F Sig.

1 Regression 191.973 3 63.991 8.434 .000 b
Residual 584.200 77 7.587

Total 776.173 80
a. Dependent Variable: Consumer Satisfaction
b. Predictors: (Constant), Attraction, Facility and Service, Accessibility
Source : Primary Data, 2016
H0: b = 0, together dimensions of attraction, facilities & services, accessibility has no
significant affect on the satisfaction of tourists.
Ha: b> 0, together dimensions of attraction, facilities & services, accessibility positively and
significantly affect the satisfaction of tourists.
Based on table, obtained anova test results where obtained F arithmetic amounted to 8.434
with a probability level of 0.000. Due to the requirements of the test used is when the
significance of 5% (α = 0.05). The probability value of the regression coefficient is smaller
than 0.05. It shows that the proposed hypothesis can be confirmed. Thus, attractiveness,
facilities & services, accessibility are independent variables simultaneously have a significant
influence on customer satisfaction.
5.6.2. t-Test
With the acceptance of the F-test, then the test will be carried out partially. The result of t-test
can be seen from the table below:
Table 2 t-Test
Unstandardized Coeffocoents
Variabel B Std.Error t Sig.

(Constant) 5,136 3,529 1,456 0,150
Attraction 0,465 0,169 2,748 0,007
Facility and Service 0,145 0,242 2,233 0,028
Accessibility 0,234 0,187 1,829 0,071
Source : Primary Data (2016)
Based on the results of partial test calculations as seen in the table. Then obtained value of
significance as follows:
Hypothesis 1: (Attraction)
H0: b1 = 0, There is no influence between the attraction to the satisfaction of tourists.
Ha: b1> 0, There is a positive influence between the attraction to tourist satisfaction.
From result of research of partial test show regression coefficient for variable of attraction is
equal to 2,748 and significant at level 0,007, because 0,007 <0,05 then H0 refused and Ha
accepted. Thus, the hypothesis of the variable of attraction has a positive and significant effect
and can be confirmed.
Hypothesis 2: (Facilities & Services)

H0: b2 = 0, There is no influence between facilities & services to the satisfaction of tourists.
H0: b2> 0, There is a positive influence between facilities & services on the satisfaction of
tourists.
From result of research of partial test show regression coefficient for facility & service
variable is equal to 2,233 and significant at level 0,028, because 0,028 <0,05 then H0 is
rejected. Thus the hypothesis of facility & service variables has a positive and significant
effect and can be confirmed.
Hypothesis 3: (Accessibility)
H0: b3 = 0, There is no influence between accessibility to the satisfaction of tourists.
H0: b3> 0, There is a positive influence between accessibility to the satisfaction of tourists.
From result of research of partial test show regression coefficient for accessibility variable is
equal to 1,829 and significant at level 0,071, because 0,071> 0,05 then H0 is not rejected
thereby that hypothesis of accessibility have positive and insignificant effect to customer
satisfaction and cannot be confirmed.
5.6.3. Coefficient of Determination

The magnitude of the influence of tourist attraction, facilities & services, accessibility to
customer satisfaction can be shown by the coefficient of determination in the table below:
Tabel 3 Coefficient of Determination
Attraction, Fasilities & Service, Accessibility of Destination Toward Consumer Satisfaction

R R Square
a
0,497 0,247
Kd = R2 x 100%
= 0,247 x 100%
= 24,7%
Based on table 3. it can be seen that the correlation (R) of 0.497 with this shows the level
of correlation and the coefficient of determination (R square) of 0.247 or equal to 24.7%. This
means that 24.7% of consumer satisfaction variables can be explained or influenced by
attraction, facilities & services, accessibility, while the remaining 75.3% is influenced by
other variables that are not researched by researchers.
6. DISCUSSIONS AND LIMITATIONS

6.1. Discussion
In this research, the influence of consumer satisfaction by using tourist attraction, facilities &
services, accessibility as independent variables. From result of coefficient of determination (R
square) equal to 0,247 which mean that 24,7% satisfaction of tourists can be influenced by
independent variable. And the remaining percentage of 73.3% which indicates that there is
still influence of factors or variables that are not included in this study. This is because there
are still many other factors that affect the satisfaction of tourists.
The results of statistical research simultaneously obtained that the attraction of tourism,
facilities & services, accessibility together positively affect the satisfaction of tourists. Seen
from the results of the obtained output a significance value of 0.000 indicates that the F-sig is
smaller than the level of significance α = 0.05. This result with research conducted by
Mukhles et al., (2013) which concludes that the dimensions of tourist attraction, facilities &
services, accessibility significantly influence the satisfaction of tourists.
The result of statistic research partially shows that the hypothesis proposed that the
attraction has a positive and significant effect on the satisfaction of tourists and can be
confirmed. So it can be concluded that the partial tourist attraction significantly affect the
satisfaction of tourists.
This result with research conducted by Agus Rahayu (2010), which concludes that the
tourist attraction has a significant effect on the satisfaction of tourists. This shows that the
initial decision of tourists to visit / travel on a regional basis of considering the attraction and
uniqueness of a tourist attraction of the area.
From the results of partial statistical research for facility & service variables showed that
the hypothesis posed a positive and significant impact on the satisfaction of tourists and can
be confirmed. So it can be concluded that the partial facilities & services have a significant
effect on satisfaction. This result with research conducted by Stevian (2014) who concluded
that facilities & services have a significant effect on the satisfaction of tourists. Facilities &
services is a supporting factor of the satisfaction of tourists because if the supporting facilities
such as hotels, transport, restaurants visited not qualified it will result in decreased volume of
consumers / tourists in a region.
While the results of statistical research partially for the variable accessibility showed that
the results of the proposed hypothesis have a positive and significant impact on the
satisfaction of tourists and can not be confirmed. So it can be concluded that accessibility has
positive and insignificant effect on customer satisfaction. This result is in line with research
conducted by Irma Dwiyanti (2013) which concludes that accessibility has positive and
insignificant effect on customer satisfaction. This means that accessibility factor is not one of
the factors that affect consumer satisfaction significantly. Accessibility is a means for tourists
/ consumers to be able to reach a tourism destination. If a destination is not matched by good
accessibility it will affect the high level of tourist / consumer to visit, it may be that this
accessibility will not have a significant effect on satisfaction, due to lack of good access to
travel.
In this research that is influence of service quality by using tourist attraction, facility &
service, accessibility as independent variable, from result of coefficient of determination (R
square) equal to 0,247 which mean that 24,7% tourist satisfaction can be influenced by
independent variable. The remaining percentage of 75.3% indicates that there is still influence
of factors or variables that are not included in this study. This is because there are still many
other factors that can affect consumer satisfaction,one of them is 5 dimension SERVQUAL
consisting of Tangible or physical evidence is the ability of a company in the physical
capabilities of the company such as buildings and equipment, Reliability of the company's
ability to provide services with the promised accurately and reliably, Responsiveness is a
willingness to assist consumers in the delivery of clear information, Assurance, certainty of
knowledge, and the ability of employees to convince consumers, Empathy is giving a sincere
and individual attention or Personal to understand consumer desires according to Parasuraman
(2001: 148-149). According to the results of research Syamsi (2010) showed that tangible,
reliability, responsiveness showed that tangible, reliability, responsiveness, assurance,
emphaty affect consumer satisfaction.
Another thing that may affect consumer satisfaction is the influence of people, physical
evidence, product, promotion, price. People according to Ratih (2005: 62) all actors who play
a role in the presentation of services / products that can affect the purchase and satisfaction,
Physical evidence according Nirwana (2004: 47) is a supporting facility that is part of
marketing services that have important role examples colored uniforms, sounds and designs to
create something else to offer, Product by Kotler & Armstrong (2012, p.233) is everything a
manufacturer can offer to be noticed, requested, sought, purchased and used as a fulfillment of
needs or the market demand is concerned, promotion is a business enterprise to influence
potential buyers / consumers through the use of all elements or marketing mix, Price
according to Chandra (2002) depends solely on company policy, but of course by considering
various things because the price is said to be expensive , cheap, or just ordinary for every
people. According to research results Siti Fatonah (2009) which shows that the variable
product, promotion, price, people, physical evidence have a positive and significant impact on
the satisfaction of tourists.
Another thing that may also affect the satisfaction of tourists is the image of the company,
corporate image is considered important for the company because it is the overall impression
that society formed about the company. Imagery can relate to the business name, architecture,
variations of the product, the traditions and the impression on the quality of communication
that is the interaction between the consumer and the company. According to research results
Qomariah (2012) and Ni putu Dharma (2013) which concluded that the influence of corporate
image significant to the satisfaction of tourists.
6.2. Limitations
The author realizes that in this study, the author encounters some of the following limitations:
1. Observations of this study are only conducted on individual consumers in 2016.
2. The use of questionnaires in collecting data to make the author can not control the choice of
answers filled by respondents.
3. The timing of the research data is taken simultaneously so that it has a lower level of
significance and consistency.
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International Journal of Marketing and Human Resource Management (IJMHRM)

AN ANALYSIS OF TOURISM SERVICE

2. NEED FOR THE STUDY

3. OBJECTIVES OF THE STUDY

4.2. Quality of Service in the field of Tourism

4.3. Dimensions of Quality of Tourism Service

4.4. Definition of Consumer Satisfaction

4.5. Theoritical Framework

Facilities and Consumer

Figure 1 Theoritical Framework

4.6. Hypothesis Formulation

5.2. Research Sites

5.3. Unit of Analysis

5.4. Population and Sample

5.5. Correlation between Variable

Facility and Consumer

Figure 2 Correlation between Variable

5.6. Hypothesis Testing

Table 1 F Test Output

Model Sum of Squares Df Mean Square F Sig.

Residual 584.200 77 7.587

Variabel B Std.Error t Sig.

Hypothesis 2: (Facilities & Services)

5.6.3. Coefficient of Determination

Tabel 3 Coefficient of Determination

Attraction, Fasilities & Service, Accessibility of Destination Toward Consumer Satisfaction

6. DISCUSSIONS AND LIMITATIONS

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