PENGEMBANGAN DAYA TARIK SEBAGAI UPAYA PENINGKATAN KEPUASAN WISATAWAN (STUDI KASUS PADA AGLAONEMA PARK)

Nayla Berly Salsabila, Dr. tular Sudarmadi, M.A.

2026 | Skripsi | PARIWISATA

Aglaonema Park merupakan daya tarik wisata berbasis taman tematik yang dikembangkan sebagai bagian dari kawasan wisata Puri Mataram. Pengembangan daya tarik wisata dilakukan untuk menciptakan pengalaman yang mampu meningkatkan kepuasan wisatawan. Penelitian ini bertujuan untuk mengetahui tingkat kepuasan wisatawan terhadap pengembangan daya tarik di Aglaonema Park berdasarkan dimensi Experience Economy, yaitu Education, Esthetic, Entertainment, dan Escapism. Penelitian ini menggunakan metode deskriptif kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 101 wisatawan Aglaonema Park. Analisis data dilakukan menggunakan distribusi frekuensi, nilai rata-rata (mean), dan tabulasi silang (cross tabulation). Hasil penelitian menunjukkan bahwa rata-rata tingkat kepuasan wisatawan terhadap pengembangan daya tarik di Aglaonema Park sebesar 3,29 dengan kategori sangat puas. Dimensi Esthetic memperoleh nilai rata-rata tertinggi, diikuti Escapism, Education, dan Entertainment. Hasil tabulasi silang menunjukkan bahwa terdapat perbedaan tingkat kepuasan pada setiap dimensi berdasarkan karakteristik wisatawan.

Aglaonema Park is a thematic garden attraction developed as part of the Puri Mataram tourism area. The development of tourist attractions is carried out to create experiences that enhance tourist satisfaction. This study aims to determine the level of tourist satisfaction with the attraction development at Aglaonema Park based on the Experience Economy dimensions, namely Education, Esthetic, Entertainment, and Escapism. This research employed a quantitative descriptive method. Data were collected through questionnaires distributed to 101 visitors of Aglaonema Park. The data were analyzed using frequency distribution, mean scores, and cross-tabulation. The results show that the overall mean score of tourist satisfaction with the attraction development at Aglaonema Park was 3.29, which falls into the very satisfied category. Among the four dimensions, Esthetic obtained the highest mean score, followed by Escapism, Education, and Entertainment. The cross-tabulation analysis also indicates that the level of satisfaction in each dimension varies according to tourists' characteristics.

Kata Kunci : pengembangan daya tarik wisata, kepuasan wisatawan, Experience Economy, Aglaonema Park