SERVICE QUALITY EFFECT OF SATISFACTION AND THE IMPACT ON TOURISM LOYALTY (THE TOURISM SURVEY IN INTEGRATED TOURIST AREA OF TRANS STUDIO BANDUNG)

Dr. Sukmadi, M.M. (2014) SERVICE QUALITY EFFECT OF SATISFACTION AND THE IMPACT ON TOURISM LOYALTY (THE TOURISM SURVEY IN INTEGRATED TOURIST AREA OF TRANS STUDIO BANDUNG). IOSR Journal of Business and Management (IOSR-JBM), 16 (11). ISSN 2278-487X

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Abstract

This study aims to identify and analyze (1) the effect of service quality and tourist satisfaction, (2) the effect of service quality on loyalty Tourists, (3) the effect of satisfaction on loyalty Tourists in Tourism Regions Integrated Trans Studio Bandung. The research method used is explanatory research, which would explain the causal relationship between the independent variable on the dependent variable through hypothesis testing. In this study the data used in the form of primary data obtained the results of questionnaires. While the analysis of the data used in the form of descriptive analysis and analysis of simple and multiple linear regressions. Based on the results of this research is that (1) quality of service and a significant positive effect on tourist satisfaction in integrated tourism Trans Studio Bandung. That is good service quality can increase the confidence rating on the quality of services offered, with the optimum service quality satisfaction of tourists will increase by itself, (2) quality of service and a significant positive effect on loyalty Tourists in integrated tourism Trans Studio Bandung. This means that service quality also has a strategic role in shaping wisatawa loyalty. A tourist will be loyal to a tourist attraction if tourism is well able to meet their needs, (3) Tourist satisfaction and a significant positive effect on loyalty Tourists in integrated tourism Trans Studio Bandung. This means that if a tourist was satisfied with the services received, the loyalty will be formed. Key Words:Quality of Service, Guest Satisfaction, Loyalty Tourist.

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