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Oct 13, 2025 by talynt.org 125 views

The Influence of Servicescape, Social Media Marketing, and Customer Experience on the Interest in Visiting (Revisit Intention) in the Natural Attractions of Tangkahan in Langkat Regency

Introduction

The tourism industry has become a significant contributor to the economy of many countries, including Indonesia. The natural attractions of Tangkahan in Langkat Regency are one of the popular tourist destinations in Indonesia, attracting visitors from all over the world. However, the increasing competition in the tourism industry has made it challenging for tourist attractions to maintain their visitors' interest and encourage them to return. Therefore, it is essential to understand the factors that influence visitors' intention to return to the natural attractions of Tangkahan.

The Role of Servicescape in Influencing Visitor Interest

Servicescape refers to the physical and atmospheric elements that exist in tourist sites, such as cleanliness, facilities, and environmental design. A good servicescape can attract visitors and create a positive experience. However, the results of this study showed that servicescape had an insignificant positive influence on the intention of visiting again in Tangkahan. This can be caused by factors such as changes in visitor preferences or the presence of other more interesting tourist attractions.

The Impact of Social Media Marketing on Visitor Interest

Marketing through social media plays an essential role in building the image of tourist attractions and influences visitor decisions. In the current digital era, visitors often look for information about tourist attractions through social media platforms. The results of this study showed that an effective marketing strategy can increase visitor interest to return, especially if there is an interesting and relevant content. Social media marketing can help tourist attraction managers to create a positive image of their attractions and attract more visitors.

The Importance of Customer Experience in Influencing Visitor Interest

Customer experience is a very important factor in creating loyalty. Visitors who are satisfied with their experience will be more likely to recommend the place to others and have the desire to return. In the context of Tangkahan, the positive experience felt by visitors in terms of service, interaction with staff, and experience gained during visits, contribute to increasing their interest to return. Therefore, tourist attraction managers in Tangkahan should focus on creating a positive customer experience to attract more visitors.

Methodology

This study used a random sampling technique to collect data from 96 respondents who have visited the natural attractions of Tangkahan. The data was collected through interviews, questionnaires, and documentation studies. The data was then analyzed using descriptive analysis techniques and statistical analysis.

Results

The results of this study showed that overall, servicescape, social media marketing, and customer experience had a significant influence on the interest in visiting, with a value of F count of 13,338 greater than F table of 2.7. However, when it was tested partially, servicescape showed an insignificant positive influence on the intention of visiting again. On the other hand, marketing through social media and customer experience is proven to have a positive and significant influence on the intention to return to visiting Tangkahan.

Conclusion

Overall, this research provides a clear picture of the factors that influence the interest in visiting in Tangkahan's natural attractions. Although servicescape does not show significant effects, social media marketing and customer experience are important variables that can be utilized to attract more visitors. Therefore, tourist attraction managers in Tangkahan are advised to continue to improve services and use effective marketing strategies on social media to withdraw visitors who have come before.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve Servicescape: Although servicescape does not show significant effects, it is still an essential factor in creating a positive experience for visitors. Therefore, tourist attraction managers in Tangkahan should focus on improving the physical and atmospheric elements of their attractions.
Use Effective Social Media Marketing: Social media marketing is an essential tool in building the image of tourist attractions and influencing visitor decisions. Therefore, tourist attraction managers in Tangkahan should use effective social media marketing strategies to attract more visitors.
Focus on Customer Experience: Customer experience is a very important factor in creating loyalty. Therefore, tourist attraction managers in Tangkahan should focus on creating a positive customer experience to attract more visitors.

Limitations of the Study

This study has several limitations. Firstly, the study only focused on the natural attractions of Tangkahan and did not consider other tourist attractions in the region. Secondly, the study only used a random sampling technique to collect data and did not use other sampling techniques. Finally, the study only analyzed the data using descriptive analysis techniques and statistical analysis and did not use other analysis techniques.

Future Research Directions

This study provides a clear picture of the factors that influence the interest in visiting in Tangkahan's natural attractions. However, there are several areas that require further research. Firstly, the study only focused on the natural attractions of Tangkahan and did not consider other tourist attractions in the region. Secondly, the study only used a random sampling technique to collect data and did not use other sampling techniques. Finally, the study only analyzed the data using descriptive analysis techniques and statistical analysis and did not use other analysis techniques.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as raw data, tables, and figures]

Note: The above article is a rewritten version of the original content, with a focus on creating high-quality content and providing value to readers. The article includes headings, subheadings, and bullet points to make it easier to read and understand. The article also includes a conclusion, recommendations, limitations of the study, and future research directions to provide a comprehensive overview of the study.
Frequently Asked Questions (FAQs) about the Influence of Servicescape, Social Media Marketing, and Customer Experience on the Interest in Visiting (Revisit Intention) in the Natural Attractions of Tangkahan in Langkat Regency

Q: What is servicescape, and how does it influence visitor interest?

A: Servicescape refers to the physical and atmospheric elements that exist in tourist sites, such as cleanliness, facilities, and environmental design. While a good servicescape can attract visitors, it seems that in Tangkahan, this physical service is not strong enough to significantly influence visitors to return.

Q: What is social media marketing, and how does it influence visitor interest?

A: Marketing through social media plays an essential role in building the image of tourist attractions and influences visitor decisions. In the current digital era, visitors often look for information about tourist attractions through social media platforms. The results of this study showed that an effective marketing strategy can increase visitor interest to return, especially if there is an interesting and relevant content.

Q: What is customer experience, and how does it influence visitor interest?

A: Customer experience is a very important factor in creating loyalty. Visitors who are satisfied with their experience will be more likely to recommend the place to others and have the desire to return. In the context of Tangkahan, the positive experience felt by visitors in terms of service, interaction with staff, and experience gained during visits, contribute to increasing their interest to return.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study only focused on the natural attractions of Tangkahan and did not consider other tourist attractions in the region. Secondly, the study only used a random sampling technique to collect data and did not use other sampling techniques. Finally, the study only analyzed the data using descriptive analysis techniques and statistical analysis and did not use other analysis techniques.

Q: What are the recommendations for tourist attraction managers in Tangkahan?

A: Based on the findings of this study, the following recommendations are made:

Improve Servicescape: Although servicescape does not show significant effects, it is still an essential factor in creating a positive experience for visitors. Therefore, tourist attraction managers in Tangkahan should focus on improving the physical and atmospheric elements of their attractions.
Use Effective Social Media Marketing: Social media marketing is an essential tool in building the image of tourist attractions and influencing visitor decisions. Therefore, tourist attraction managers in Tangkahan should use effective social media marketing strategies to attract more visitors.
Focus on Customer Experience: Customer experience is a very important factor in creating loyalty. Therefore, tourist attraction managers in Tangkahan should focus on creating a positive customer experience to attract more visitors.

Q: What are the future research directions?

A: This study provides a clear picture of the factors that influence the interest in visiting in Tangkahan's natural attractions. However, there are several areas that require further research. Firstly, the study only focused on the natural attractions of Tangkahan and did not consider other tourist attractions in the region. Secondly, the study only used a random sampling technique to collect data and did not use other sampling techniques. Finally, the study only analyzed the data using descriptive analysis techniques and statistical analysis and did not use other analysis techniques.

Q: What are the implications of this study for the tourism industry?

A: This study has several implications for the tourism industry. Firstly, it highlights the importance of servicescape, social media marketing, and customer experience in influencing visitor interest. Secondly, it suggests that tourist attraction managers should focus on improving servicescape, using effective social media marketing strategies, and creating a positive customer experience to attract more visitors. Finally, it emphasizes the need for further research in this area to provide a more comprehensive understanding of the factors that influence visitor interest.

Q: What are the limitations of the data collection method used in this study?

A: The study used a random sampling technique to collect data from 96 respondents who have visited the natural attractions of Tangkahan. While this method is widely used in research, it has several limitations. Firstly, it may not be representative of the entire population of visitors to Tangkahan. Secondly, it may be subject to biases and errors in data collection and analysis.

Q: What are the implications of this study for the local community?

A: This study has several implications for the local community. Firstly, it highlights the importance of servicescape, social media marketing, and customer experience in influencing visitor interest. Secondly, it suggests that local community members should be involved in the development and management of tourist attractions to ensure that they meet the needs and expectations of visitors. Finally, it emphasizes the need for further research in this area to provide a more comprehensive understanding of the factors that influence visitor interest and to inform local community development initiatives.