SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2009

Ukuran Huruf:  Kecil  Sedang  Besar

Pengaruh Kemampuan Personal Selling Pemandu Wisata terhadap Keputusan Wisatawan dalam Melakukan Kunjungan Wisata di Kusuma Agrowisata Batu

Aprilinda Dwi Nurcahyani

Abstrak


ABSTRACT

Nurcahyani, Aprilinda Dwi. 2009. The Effect of Personal Selling Ability of Tourism Guide on The Tourist’s Decision in Visiting Tourism in Kusuma Agrowisata Batu. Thesis, Management Department Economy Faculty State University of Malang. Advisors: (I) Drs. Mohammad Arief, M.Si, (II) Rachmad Hidayat, S.Pd.

Keywords: personal selling, tourism guide, tourist decision

Globalization has encourage a very competitive competition in all sectors of bussiness. This competition advancement is mainly determined by the anticipation and respond of the market on every change of need and behavior of the consumer. The company is supposed to be more creative and innovative in serving the consumer by better product and service. Thus, it has to be done to save the existence of the company among competitive business competition, including tourism service business. Kusuma Agrowisata is a natural tourism object that combines the tourism and agricultural elements, located in Batu. It always enhances its marketing strategy to be able to compete with other tourism companies. One of the srtategies is done by increasing the personal selling of tourism guide.

This study aims to know 1) the effect of personal selling of tourism guide partially to the tourist’s decision in visiting Kusuma Agrowisata Batu, 2) the effect of personal selling of personal selling simultaneously to the tourist’s decision in visiting Kusuma Agrowisata Batu, 3) the most dominant variable of personal selling of the tourism guide in effecting the tourist’s decision in visiting Kusuma Agrowisata Batu. The variable used in this study consisted of independent and dependent study. The independent study was the personal selling of the tourism guide (X), consisting of guiding activity variable (X1), tourism guide ability (X2), and tourism guide personal characteristic (X3). Meanwhile, the independent variable was the tourism decision in visiting Kusuma Agrowisata Batu (Y). This study was descriptive explanatory research, while the population was the tourists of Kusuma Agrowisata Batu. The number of the sample was 100 respondents, using Accidental Sampling, and the instrument used was questioners.

This study showed that there was partially significant effect between personal selling variable of the tourism guide, consisting of tourism guide skill (X2) for 3.311. While the tourism activities (X1) 0.357 and the tourism guide personal characteristic (X3) was 0.357. in addition, there was not a significant effect of the tourism activities and the tourism guide personal characteristic in visiting tourism in Kusuma Agrowisata Batu. There was effect between personal selling of tourism guide, consisting of guiding activities (X1), tourism guide skill (X2), and the tourism guide personal characteristic (X3) for 15.669 simultaneously to the tourist’s decision in visiting Kusuma Agrowisata Batu, and variable of tourism guide skill (X2) was the most dominant variable in effecting the tourist’s decision. R2 value was 0.329, means that 32.9% of tourism decision was effected by the tourism guide personal selling ability.

Thus, it can be said that personal selling of the tourism guide is effective to be the company advancement source that can influence the tourist’s decision in visiting Kusuma aGrotourism Batu. Therefore, it needed the increment and attention to the factors influencing the personal selling ability and giving trainings for them in order to increase their performances. In addition, the skill of the tourism guide has also to be concerned since it is also the factors that support the performance of the tourism guide in order to increase the number of visits in Kusuma Agrowisata Batu.