KARYA DOSEN Fakultas Ekonomi UM, 2009

Ukuran Huruf:  Kecil  Sedang  Besar

ANALISIS DIMENSI SERVQUAL SEBAGAI PEMBENTUK IMAGE POSITIP WISATAWAN PADA OBYEK WISATA PANTAI DI KABUPATEN MALANG JAWA TIMUR

Sudarmiatin, Sihabuddin

Abstrak


With have applied regulation of autonomy, government have the authority of resource and its asset included tourism objects. Result of research of Sudarmiatin (2006) showed that tourism object attributes have positive impact and significant to make tourist image. That why tourist image have positive and significant impact to tourist behavior to visit the tourism object in Malang Raya, East Java. This matter showed that tourist positive image have urgent position in visit decision making process.

General purpose of this research to know some factors that impact tourist behavior to visit The Beach object tourism in Malang, East Java. Special purpose are (1) to describe applied of SERVQUAL dimension, (2) to describe tourist image to applying of SERVQUAL dimension, (3) to know SERVQUAL dimension that make tourist positive image, and (4) to know SERVQUAL dimension that dominant impact tourist positive image in Beach object tourism in Malang, East Java.

Variable that have seen in this research are applying of SERVQUAL dimension and tourist positive image in The Beach Object Tourism in Malang, East Java. This research would be applied in two years. Population in this research are tourist that visit The Beach Object Tourism in Malang on June and July 2009, that infinite amount. Sample in this research are 150 people. Results of this research are that from five SERVQUAL dimensions (tangibles, reliability, responsiveness, empathy and assurance), each have once factor that have meaning. That factors have positive loading, that mean more and more high factors score then more good. SERVQUAL dimensions that have dominant impact are tangibles and reliability.

Keywords : SERVQUAL dimestions, consumer positive image