Study of the Effects of Marketing Mix and Service Quality on Tourists’ Decisions
Indonesia has some types of attractive tourism in various areas captivating tourists’ interest. However, from 2016 to 2020, the number of tourists visiting tourist destinations decreased since the tourism products offered did not meet the tourists’ expectations and desires, the minimum distribution of tourism products provided, lacking promotion made to the tourists, and the people involved in the tourism industry did not perform optimum services to the tourists. Another problem was the minimum information of the culture, or local culture of an area, tourism products, distribution services, tourism destination promotion, and the characteristics of local society causing tourists reluctant to visit some areas they did not know. This research employed descriptive quantitative based on survey method through path analysis using SPSS 22. The population of this study included 120 million local tourists who would visit various areas in Indonesia in 2020. By accidental sampling technique, 100 people were taken as the samples. The research results based on the partial hypothesis stated that the variables of tourism products offered, tourism product distribution services, and people had a positive and significant effect on the quality of tourism service, and these three variables influenced tourists’ decisions to visit some areas in Indonesia. Simultaneously, the variables of tourism products, tourism product distribution services, tourism product promotion, and people had a positive and significant effect on the tourists’ decisions to visit several tourist destinations in Indonesia through the variable of the quality of tourism services that have been provided.
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