Pengaruh Strategi pemasaran dan fasilitas terhadap Peningkatan kunjungan wisatawan Dicurug Cinulang Kabupaten Bandung

Abstract

Tourism is a strategic sector that makes a significant contribution to regional economic growth. Curug Cinulang, as one of the natural tourist destinations in Bandung Regency, holds great potential to attract visitors. However, its utilization has not been optimal due to limited marketing strategies and inadequate supporting facilities. This condition has resulted in fluctuating tourist visits, thus requiring intervention through more effective management strategies. This study aims to analyze the influence of marketing strategies and facilities on the increase in tourist visits, both partially and simultaneously. The method employed is quantitative with a survey approach, conducted through the distribution of questionnaires to tourists. The research data were obtained using a non-probability sampling technique, with a total population of 102,000 individuals. Based on calculations using the Slovin formula, a representative sample of 99 respondents was determined, consisting of visitors to Curug Cinulang. The results of the study indicate that marketing strategies have a significant effect with a coefficient of 0.347, while facilities exert a more dominant influence with a coefficient of 0.607. Simultaneously, both variables significantly influence tourist visits, with an R² value of 0.798, which means that 79.8% of the variation in the increase in visits can be explained by marketing strategies and facilities.