PENGARUH BAURAN PEMASARAN PARIWISATA DAN KUALITAS PELAYANAN MELALUI KEPUASAN WISATAWAN TERHADAP MINAT BERKUNJUNG KEMBALI (STUDI EMPIRIS PADA OBYEK WISATA BANTIMURUNG KABUPATEN MAROS)

Abstract

Amiruddin Usman. 2022. The Effect of Tourism Marketing Mix and Service Quality through Tourist Satisfaction on Returning Interest (Empirical Study on Bantimurung Tourism Object, Maros Regency), supervised by Muhammad Hidayat and Anshar Daud. This study aims to determine and analyze (1) the effect of the tourism marketing mix and the quality of tourism services on satisfaction (2) the effect of the tourism marketing mix and service quality on the interest in revisiting (3) the effect of satisfaction on the interest in revisiting (4) the effect of the tourism marketing mix and the quality of service on the interest in revisiting through tourist satisfaction at the Bantimurung tourism object, Maros Regency. The sample of this research is foreign and domestic or domestic tourists who often visit Bantimurung tourism object, Maros Regency. The results of the study that (1) the tourism marketing mix has a positive and significant effect on tourist satisfaction (2) the quality of service has a positive and significant effect on tourist satisfaction (3) the tourism marketing mix has a significant effect on increasing the interest of tourists to make return visits (4) service quality has a positive and significant effect on interest in revisiting (5) tourist satisfaction has a positive and significant effect on interest in revisiting (6) tourist satisfaction can partially mediate the influence of tourism marketing mix on interest in revisiting. Tourist satisfaction can partially mediate the influence of service quality on interest in revisiting the Bantimurung tourism object, Maros Regency.