EKSPLORASI FAKTOR DAYA TARIK DAN AKSESIBILITAS DALAM MEMPENGARUHI KEPUTUSAN WISATAWAN: STUDI PADA VILLA KHAYANGAN BOGOR

Abstrak

This study aims to analyze the influence of tourist attraction and accessibility on tourists' decisions to visit Villa Khayangan, one of the leading destinations in the Puncak Dua area of Bogor. Villa Khayangan offers visual charm and nature-based attractions that are a major magnet for tourists, but on the other hand face challenges in terms of location accessibility. This study uses a quantitative approach with a survey method through a questionnaire distributed to 100 respondents who have visited. The data analysis technique was carried out using multiple linear regression with the help of SPSS. The results of the study show that both tourist attraction and accessibility have a positive and significant effect on tourists' decision to visit, with tourist attractions having a more dominant influence. A determination coefficient value (R Square) of 0.556 indicates that the two variables explain 55.6% variation in travelers' decisions. These findings underscore the importance of managing visual attraction and improving access quality as a destination development strategy. This research contributes to tourism managers in formulating strategies for promotion and infrastructure improvement, as well as being the basis for developing an experiential and easy-to-access tourist behavior model.