Revista de investigación turística y hotelería

Analysis of Marketing and Tourist Satisfaction against Quality Karangsong Mangrove Tourism in Indramayu Regency

Donny Juliandri Prihadi, Zhang Huanghai, Indah Riyantini and Wahyuniar Pamungkas

Tourism is one of the most promising sectors for Indonesia with her huge natural beauty, heroic historical background, archaeological resources, biomega diversity and archipelago country. The coastal zone is a transition area between land and sea that are still exposed to influence from the Mainland as well as the sea. One of the potential which has coastal resources can be utilized as a tour of the mangrove ecosystem. This research location in the Karangsong mangrove tourism area and government offices of Indramayu Regency, West Java Province, Indonesia. This research aimed to analyzed of marketing and tourist satisfaction with quality of the Mangrove Tourism service products in Karangsong Village, Indramayu Districts. Time and place of research is carried out in February 2018 to July 2019 in Karangsong Village, Indramayu Districts. This research was designed used quantitative descriptive research methods. The sampling method used is accidental sampling method. The results of the research were analyzed using SPSS software and Ms. Excel for Validity and Reliability Test with the questionnaires distributed and then processed used the Importance Perfomance Analysis (IPA) method, the Customer Satisfaction Index (CSI) and chi square test. Where the results on Quadrant I are the main priority for the manager to develop in order to increase the level of satisfaction of tourists in the future. Then the results of CSI are the level of tourist satisfaction is around 61%. From the result, tourist are “Quite Satisfied” with Karangsong Mangrove Tourism and the results of chi square test states that the place of residence has a correlation with tourist satisfaction. Manager of Pantai Lestari should more focus to making tourists very satisfy.