PENGARUH PROMOSI DAN DAYA TARIK WISATA TERHADAP LOYALITAS WISATAWAN DI WEEKURI KABUPATEN SUMBA BARAT DAYA

Biri, Bonefasius Maxrangga Lele (2025) PENGARUH PROMOSI DAN DAYA TARIK WISATA TERHADAP LOYALITAS WISATAWAN DI WEEKURI KABUPATEN SUMBA BARAT DAYA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This study aims to analyze the effect of tourism promotion and attractiveness on tourist loyalty at Lake Weekuri tourist attraction, Southwest Sumba Regency. Tourism promotion and attractiveness are important factors in shaping tourists' perceptions and experiences, which ultimately have an impact on their decision to return to visit or recommend the destination. The method used in this research is quantitative with a survey approach. Data were collected through questionnaires distributed to 100 respondents who were tourists who had visited Lake Weekuri. The data analysis technique uses multiple linear regression to test the effect of independent variables (promotion and attractiveness) on the dependent variable (tourist loyalty). The results showed that both promotion and tourism attractiveness had a positive andl significant effect on tourist loyalty, both partially and simultaneously. These findings confirm the importance of the right promotion strategy and optimal management of tourist attractions in increasing tourist satisfaction and loyalty.

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