AN ANALYSIS OF TOURISM SERVICE QUALITY TOWARD CUSTOMER SATISFACTION (STUDY ON TOURISTS IN INDONESIA TRAVEL DESTINATIONS TO BALI)

International Journal of Marketing and Human Resource Management (IJMHRM) Volume 8, Issue 2, April June 2017, pp. 09 20, Article ID: IJMHRM_08_02_002 Available online at http://www.iaeme.com/ijmhrm/issues.asp?jtype= IJMHRM &VType=8&IType=2 ISSN Print: ISSN 0976 6421 and ISSN Online: 0976 643X Journal Impact Factor (2016): 5.5510 (Calculated by GISI) www.jifactor.com IAEME Publication AN ANALYSIS OF TOURISM SERVICE QUALITY TOWARD CUSTOMER SATISFACTION (STUDY ON TOURISTS IN INDONESIA TRAVEL DESTINATIONS TO BALI) Nur Hayati, Desi Novitasari Lecturer, Department of Management, STIE STAN Indonesia Mandiri, Bandung, Indonesia ABSTRACT This study aimed to analyze the influence of the service quality of tourism (attractions, facilities and service, accessibility) to customer satisfaction. Results of previous studies show that the quality of tourism services to the satisfaction of tourists there is a significant positive effect on the result, but there is also a significant negative effect, then the problems that need to be investigated are: Do accessibility, facilities and services, the attraction of tourism has a positive and significant impact on tourist satisfaction at Bali travel destinations in Bandung, Indonesia. The research method using a questionnaire distributed to 81 customers at Bali destination in Bandung, West Java, Indonesia. Technical analysis of the research using descriptive analysis and correlation, while the technique of hypothesis testing using multiple linear regression analysis. The amount of influence the quality of tourism service quality (attraction, facilities and services, accessibility) of 24% on customer satisfaction. These results indicate that the variable quality of tourism service (attraction, facilities and service, accessibility) has a positive and significant impact on customer satisfaction either partially or simultaneously, while the variable partial accessibility by no means and no significant effect on customer satisfaction. Theoretically, this study implies that the attractions, facilities and services, accessibility, partial and simultaneous positive and significant impact on customer satisfaction as proposed by Manikandan (2015) Key words: Service Quality of Tourism, Destination Attraction, Destination Facilities & Service, Accessibility of The Destination, Customer Satisfaction. Cite this Article: Nur Hayati and Desi Novitasari, An Analysis of Tourism Service Quality Toward Customer Satisfaction (Study on Tourists in Indonesia Travel Destinations to Bali). International Journal of Marketing and Human Resource Management, 8(2), 2017, pp. 09 20. http://www.iaeme.com/ IJMHRM /issues.asp?jtype= IJMHRM &VType=8&IType=2 http://www.iaeme.com/ijmhrm/index.asp 9 editor@iaeme.com

Nur Hayati and Desi Novitasari 1. INTRODUCTION The development of economic activity always gives influence to marketing aspect. Corporate management is required to have the right marketing concept to always be able to overcome the competition in the business world. In general, every company adheres to a consumeroriented marketing system, which is a marketing system that always strives to meet the needs and desires of consumers. In its development the tourism sector plays an important role in supporting the growth of the national economy because with its existence can contribute income to the country's foreign exchange, expand employment, and introduce national culture so it should be developed. If looking at the shape and process or the resulting product, the tourism industry belongs to the service industry. Liangi et al (2010) states that tourism is like an industry that produces products, tourism products in the form of services, where tourism is a set of attributes that include tourist attraction, facility and service objectives, accessibility and services that customers may receive as one that can satisfy the needs and desires in gaining experience. Travel Bureau is an important element in customer service process. Most customers use the services of Travel Bureau (Yoeti, 2002). In this case, the Travel Bureau can provide a complete service to a person or group of people who want to travel both domestically and abroad. Quality of tourism services is very important influence to be able to measure the level of customer satisfaction proven through a research (Marketing Research). Consumer satisfaction will come back by itself when the services that the company sells in accordance with the wishes of consumers. The perceived quality of service from tourism is said to affect consumer satisfaction and they always provide the best good for the consumer which ultimately affects the consumer's intention to return (Rukuiziene, 2009: 136). Consumer satisfaction concerns expected component and expected performance. The customer's expectation is a customer's estimate or belief about what he or she receives, whereas perceived performance or results are consumers' perceptions of what they receive (Thijs and Staes (2008: 30). Consumer satisfaction as a condition where consumer needs, wants, and expectations can be met through consumed products (Gasperz, 2002: 34). Meanwhile, according to Engel in Tjiptono (2005: 24), consumer satisfaction is a after-sale evaluation where alternatively selected at least give the same results or exceed customer expectations. Research on the Quality of Service in the field of Tourism is very limited and until now there has been no serious effort to critically examine the influence of the quality of tourism services to consumers (Mukhles Al-Ababneh, 2013). In the tourism industry, Osman and Sentosa (2013) study the effect of service quality on customer satisfaction in Malaysian tourist villages; They found that service quality had a positive and significant effect on customer satisfaction. Abu Ali and Howaidee (2012) conducted research in the Jordanian tourism industry affirming that tourist attraction, facility & service goals, accessibility have positive and significant impact on consumer satisfaction in Jeras tourism as one of the main tourist destinations in Jordan. The same result is shown by Mohamed Rahmathullah (2015) research that conducted research in Tamilnadu India which showed that tourist attraction, facilities & service, accessibility have positive and significant influence to the satisfaction of foreign tourists. Unlike Irma Dwiyanti's research (2013) which shows that facilities & services, accessibility has no significant effect on the satisfaction of tourists, it means facilities & services factor, accessibility is not one of the factors that influence tourist satisfaction. Based on observations made in Bandung about the quality of service is still often there are complaints received by employees during the service to consumers, among others: the delay in providing services, the lack of employees resulting in lack of optimal service and not to mention the latest phenomenon that is a problem for Travel Bureau is with the advent of online purchasing system such as: Traveloka, Agoda, Tiket.com, Pegi-pegi and other online system to make the http://www.iaeme.com/ijmhrm/index.asp 10 editor@iaeme.com

An Analysis of Tourism Service Quality Toward Customer Satisfaction (Study on Tourists in Indonesia Travel Destinations to Bali) quality of service Travel Bureau neglected due to the sophistication of existing technology today 2. NEED FOR THE STUDY Based on the above description, that the previous studies show the influence of independent variable of quality of tourism service to the dependent variable of satisfaction of tourists have a significant positive effect, but there is also a negative effect is not significant to the dependent variable of tourist satisfaction. So the problem that needs to be studied is as follows: 1. How does accessibility influence to tourist satisfaction? 2. How does the facility & service affect the satisfaction of tourists? 3. How does the impact of tourist attraction on tourist satisfaction? 4. How is the satisfaction of tourists? 5. Is the quality of tourism services have a positive and significant impact on the satisfaction of tourists in Bandung Bali tourist destination areas? 3. OBJECTIVES OF THE STUDY This study was conducted to examine how and how much influence the quality of tourism services to the satisfaction of tourists. So the purpose of this research is as follows: 1. To analyze the influence of accessibility to the satisfaction of tourists 2. To analyze the effect of facilities & services on the satisfaction of tourists 3. To analyze the influence of tourist destination attraction to the satisfaction of tourists 4. To analyze the tourist satisfaction of tourist destinations to Bali 5. To analyze the influence of the quality of tourism services to the satisfaction of tourists 4. THEORITICAL BACKGROUND 4.1. Tourism Products The tourism product as one of the bidding objects in tourism marketing has the main elements consisting of 3 parts (Yoeti, 2002: 211): 1. Attractions of tourist destinations, including imagined by tourists 2. Facilities owned by tourist destination 3. Ease to reach the destination Mason (2000: 46) makes the formulation of the components of tourism products are as follows: Attractions, namely attractions of nature, culture and man-made such as festivals or art performances. Accessibility, namely the ease of obtaining or reaching tourist destinations such as tourism organizations (travel agents) Amenities is a facility to obtain pleasure. In this case it can be in the form of accommodation, cleanliness, and hospitality Networking, which is a network of cooperation related to the products offered both locally, nationally and internationally. http://www.iaeme.com/ijmhrm/index.asp 11 editor@iaeme.com

Nur Hayati and Desi Novitasari Based on these two concepts, it can be concluded that there are 3 elements that make up a tourism product that is: 1. Attractions and destinations include tourist attractions that are presented with something to do activities, something to see, and something to buy 2. Facilities of destination include accommodation, restaurant, and others 3. The ease of the destinations are classified into the existence of means of transportation, as well as access to the tourist attraction. 4.2. Quality of Service in the field of Tourism The World Tourism Organization (2003) defines the quality of service in tourism as follows: "the outcome of a process that implies the satisfaction of all legitimate products and the need for service, customer requirements and expectations, at acceptable prices, in accordance with the quality determinants underlying such as safety and security, cleanliness, accessibility, transportation, authenticity, and harmonization of tourism activities that are concerned with the human and natural environment ". Quality is also important for a sustainable tourism development industry. Atilgan et al (2003) also affirms that quality in tourism is an important factor and ultimately determines success in the tourism business. 4.3. Dimensions of Quality of Tourism Service According to Middleton and Clarke (2001) and Rahayu (2010: 125) the dimensions of the quality of tourism services have 5 dimensions of Destination Attraction, Destination Fasilities and service, Accessibilities of destination, Price to the customer (Expenses incurred) as for only 3 dimensions that will the author use as follows: 1. Destination Attraction is the most important component of the tourism system as the main motivation for travel. Everything that has the uniqueness, beauty and value in the form of diversity of natural wealth, culture and man-made products that become the target or the purpose of tourist visit. The tourist attraction indicators are as follows: a. Natural attractions visited are interesting for example: mountains, sea, beach etc. b. Artificial tourist attraction visited is interesting for example: recreation park, cruise etc. c. Historic attractions visited are interesting examples: museums, temples, monuments etc. d. The availability of information such as maps in a tourist attraction e. The availability of toilets in the area of tourist attraction 2. Destination Facilities and Service Other important attributes in tourism products, including public facilities in a tourist destination and special facilities tailored to meet the needs of tourists. The indicators of facilities & services are: a. Air transport service facilities such as airlines used to reach the destination city. b. Accommodation service (Hotel) during the destination can be seen from several sides: services and access from the hotel to other destinations. c. Land transportation services in the form of comfort and cleanliness of vehicles d. Restaurant service used can be seen from the side of cleanliness, halal and quality of food (menu) presented e. The accompanying tour guide has quality and experience f. The existence of alternative souvenir shops that stop. 3. Accessibility of the destination http://www.iaeme.com/ijmhrm/index.asp 12 editor@iaeme.com

An Analysis of Tourism Service Quality Toward Customer Satisfaction (Study on Tourists in Indonesia Travel Destinations to Bali) Accessibility of destinations affects the cost of vacationing, the speed, and convenience with which a traveler can reach a destination. The indicators of accessibility are: a. Airport equipped with a comfortable lounge, with this will provide comfort when waiting for a flight. b. Roads are accesses that can be used to reach a destination. c. The existence of a road guide that will facilitate tourists in reaching a destination with ease d. Availability of large parking area e. Cleanliness of toilets 4.4. Definition of Consumer Satisfaction Consumer satisfaction is defined as the level of one's feelings after comparing perceived performance or results compared with expectations (Kotler, 2012), Comparison between expectations and performance will produce feelings of pleasure or disappointment in the minds of consumers. If performance matches or exceeds expectations, customers will feel happy or satisfied. Conversely, if performance is below expectations, then the consent will feel disappointed or not satisfied. Mowen and Minor (2002) say consumer satisfaction is defined as the overall attitude shown by consumers of goods and services after they acquire and use them. Kotler and Armstrong stated consumer expectations were shaped and based on several factors including past shopping experiences, friends, and relatives' opinions, information, and promises of companies and competitors. Consumer satisfaction concerns expected component and expected performance. The customer's expectation is a customer's estimate or belief about what he or she receives, whereas perceived performance or results are consumers' perceptions of what they receive (Thijs and Staes (2008: 30). The level of customer satisfaction with service is the most important factor in developing a service delivery system that is responsive to consumer needs. Satisfaction depends on two factors: consumer expectation and quality of service perceived by consumers (Clow, 2000: 53). Consumer satisfaction as a condition where consumer needs, wants, and expectations can be met through consumed products (Gasperz, 2002: 34). The indicators used in measuring customer satisfaction are as follows: a. Rating from the side of the appearance can be said good and polite or not b. Friendliness in service: a very influential factor in a service c. Quality and speed of transactions d. Mastering the products sold: with this guests will be more confident and believe in what we sell e. Having attention in handling consumer complaints f. Having a comfortable and clean building facility: will make guests feel at ease waiting and will make a good and positive effect. 4.5. Theoritical Framework Based on the above explanation, it can be illustrated the framework of thinking about the relationship between independent variables of service quality, destination tourist attraction, facilities and services, accessibility of objectives, and one dependent variable that is consumer satisfaction. http://www.iaeme.com/ijmhrm/index.asp 13 editor@iaeme.com

Nur Hayati and Desi Novitasari Attraction Destination (X1) Facilities and Service (X2) Consumer Satisfaction (y) Accessibility (X3) Figure 1 Theoritical Framework 4.6. Hypothesis Formulation Based on the theoretical framework, can be put forward the research hypothesis as follows: H1: "Variable X1 Attraction (Destination Attraction) has a positive and significant effect on Variable Y Tourists Satisfaction. H2: "Variable X2 Facilities & Services (Destination Fasilities and Service) has a positive and significant effect on Variable Y Tourists Satisfaction. H3: "Variable X3 Accessibility (Accessibilities) have a positive and significant effect on Variable Y Tourists Satisfaction. H4: "Variable X1, X2, X3 Destination Attraction, Destination Fasilities and Service, Accessibilities have positive and significant effect on Variable Y Tourists Satisfaction. 5. METHODOLOGY 5.1. Object of Research In this research which will be studied is service quality as independent variable (independent variable) consist of Destination Attraction, Facilities and Service, Accessibility and customer satisfaction as dependent variable,. 5.2. Research Sites This research was conducted in Bandung and surrounding areas. Respondents are tourist destinations to Bali. 5.3. Unit of Analysis This study examines the quality of tourism services to the satisfaction of tourists, the authors of the analysis will be about the attraction of tourism (Destination Attraction) to the satisfaction of tourists, facilities and services to customer satisfaction, accessibility (accessibility) to customer satisfaction on tourists Tourist destinations to Bali. 5.4. Population and Sample Population is a generalization region consisting of objects or subjects that have certain qualities and characteristics applied by researchers to study and then drawn conclusions (Sugiyono, 2014: 80). In this study the population to be taken is individual tourists from PT Wisata Mega Utama in Bandung destination to Bali Year 2016 which amounted to 440 people. http://www.iaeme.com/ijmhrm/index.asp 14 editor@iaeme.com

An Analysis of Tourism Service Quality Toward Customer Satisfaction (Study on Tourists in Indonesia Travel Destinations to Bali) The number of samples from this study is determined as many as 81 samples, which is sufficient to represent the population. Non-probability sampling technique is a technique that does not provide opportunities or equal opportunities for each element or member of the population to be selected to be sampled. Accidental sampling ie the sample is determined by selecting anyone found at the time of research or data collection. By way of giving questionnaires at the time the researchers met with respondents who are considered suitable as a source of data during the study took place (Riduwan, 2010). 5.5. Correlation between Variable Attraction(X1) Facility and Service (X2) Consumer Satisfaction (y) Accessibility(X3) Figure 2 Correlation between Variable Source : Primary Data (2016) Based on the results of data processing obtained correlation coefficient between tourist attraction, facilities & services, accessibility is measured by variable satisfaction of tourists. 1. The magnitude of the correlation between the variables of tourist attraction with tourists is 0.370 and significant at the level of 0.001. Because it is smaller than the general criteria used is 0.05 (0.001 <0.05), it can be concluded that the variable of tourist attraction has a positive and significant correlation with the satisfaction of tourists. 2. The correlation between facility & service variables and consumer satisfaction is 0.385 and significant at 0.000 level. Because it is smaller than the general criteria used is 0.05 (0.000 <0.05), it can be concluded that the variable of tourist facility and service has a positive and significant correlation with the satisfaction of tourists. 3. The major correlation between accessibility variables and consumer satisfaction is 0.251 and significant at the 0.024 level. Because it is smaller than the general criteria used is 0.05 (0.024 <0.05), it can be concluded that the variable of accessibility has a positive and significant correlation with the satisfaction of tourists. 5.6. Hypothesis Testing Hypothesis testing is done to test whether there is positive relationship between independent variable (tourist attraction, facility & service, accessibility) to the dependent variable (tourist satisfaction). To test the proposed hypothesis, the statistical test used is the F-test (simultaneous test), t-test (partial test), and the coefficient of determination as follows: http://www.iaeme.com/ijmhrm/index.asp 15 editor@iaeme.com

Nur Hayati and Desi Novitasari 5.6.1. F-Test Table 1 F Test Output ANOVA a Model Sum of Squares Df Mean Square F Sig. 1 Regression 191.973 3 63.991 8.434.000 b Residual 584.200 77 7.587 Total 776.173 80 a. Dependent Variable: Consumer Satisfaction b. Predictors: (Constant), Attraction, Facility and Service, Accessibility Source : Primary Data, 2016 H0: b = 0, together dimensions of attraction, facilities & services, accessibility has no significant affect on the satisfaction of tourists. Ha: b> 0, together dimensions of attraction, facilities & services, accessibility positively and significantly affect the satisfaction of tourists. Based on table, obtained anova test results where obtained F arithmetic amounted to 8.434 with a probability level of 0.000. Due to the requirements of the test used is when the significance of 5% (α = 0.05). The probability value of the regression coefficient is smaller than 0.05. It shows that the proposed hypothesis can be confirmed. Thus, attractiveness, facilities & services, accessibility are independent variables simultaneously have a significant influence on customer satisfaction. 5.6.2. t-test With the acceptance of the F-test, then the test will be carried out partially. The result of t-test can be seen from the table below: Variabel Table 2 t-test Unstandardized Coeffocoents B Std.Error (Constant) 5,136 3,529 1,456 0,150 Attraction 0,465 0,169 2,748 0,007 Facility and Service 0,145 0,242 2,233 0,028 Accessibility 0,234 0,187 1,829 0,071 Source : Primary Data (2016) Based on the results of partial test calculations as seen in the table. Then obtained value of significance as follows: Hypothesis 1: (Attraction) H0: b1 = 0, There is no influence between the attraction to the satisfaction of tourists. Ha: b1> 0, There is a positive influence between the attraction to tourist satisfaction. From result of research of partial test show regression coefficient for variable of attraction is equal to 2,748 and significant at level 0,007, because 0,007 <0,05 then H0 refused and Ha accepted. Thus, the hypothesis of the variable of attraction has a positive and significant effect and can be confirmed. t Sig. http://www.iaeme.com/ijmhrm/index.asp 16 editor@iaeme.com

An Analysis of Tourism Service Quality Toward Customer Satisfaction (Study on Tourists in Indonesia Travel Destinations to Bali) Hypothesis 2: (Facilities & Services) H0: b2 = 0, There is no influence between facilities & services to the satisfaction of tourists. H0: b2> 0, There is a positive influence between facilities & services on the satisfaction of tourists. From result of research of partial test show regression coefficient for facility & service variable is equal to 2,233 and significant at level 0,028, because 0,028 <0,05 then H0 is rejected. Thus the hypothesis of facility & service variables has a positive and significant effect and can be confirmed. Hypothesis 3: (Accessibility) H0: b3 = 0, There is no influence between accessibility to the satisfaction of tourists. H0: b3> 0, There is a positive influence between accessibility to the satisfaction of tourists. From result of research of partial test show regression coefficient for accessibility variable is equal to 1,829 and significant at level 0,071, because 0,071> 0,05 then H0 is not rejected thereby that hypothesis of accessibility have positive and insignificant effect to customer satisfaction and cannot be confirmed. 5.6.3. Coefficient of Determination The magnitude of the influence of tourist attraction, facilities & services, accessibility to customer satisfaction can be shown by the coefficient of determination in the table below: Tabel 3 Coefficient of Determination Attraction, Fasilities & Service, Accessibility of Destination Toward Consumer Satisfaction R R Square 0,497 a 0,247 Kd = R 2 x 100% = 0,247 x 100% = 24,7% Based on table 3. it can be seen that the correlation (R) of 0.497 with this shows the level of correlation and the coefficient of determination (R square) of 0.247 or equal to 24.7%. This means that 24.7% of consumer satisfaction variables can be explained or influenced by attraction, facilities & services, accessibility, while the remaining 75.3% is influenced by other variables that are not researched by researchers. 6. DISCUSSIONS AND LIMITATIONS 6.1. Discussion In this research, the influence of consumer satisfaction by using tourist attraction, facilities & services, accessibility as independent variables. From result of coefficient of determination (R square) equal to 0,247 which mean that 24,7% satisfaction of tourists can be influenced by independent variable. And the remaining percentage of 73.3% which indicates that there is still influence of factors or variables that are not included in this study. This is because there are still many other factors that affect the satisfaction of tourists. The results of statistical research simultaneously obtained that the attraction of tourism, facilities & services, accessibility together positively affect the satisfaction of tourists. Seen http://www.iaeme.com/ijmhrm/index.asp 17 editor@iaeme.com

Nur Hayati and Desi Novitasari from the results of the obtained output a significance value of 0.000 indicates that the F-sig is smaller than the level of significance α = 0.05. This result with research conducted by Mukhles et al., (2013) which concludes that the dimensions of tourist attraction, facilities & services, accessibility significantly influence the satisfaction of tourists. The result of statistic research partially shows that the hypothesis proposed that the attraction has a positive and significant effect on the satisfaction of tourists and can be confirmed. So it can be concluded that the partial tourist attraction significantly affect the satisfaction of tourists. This result with research conducted by Agus Rahayu (2010), which concludes that the tourist attraction has a significant effect on the satisfaction of tourists. This shows that the initial decision of tourists to visit / travel on a regional basis of considering the attraction and uniqueness of a tourist attraction of the area. From the results of partial statistical research for facility & service variables showed that the hypothesis posed a positive and significant impact on the satisfaction of tourists and can be confirmed. So it can be concluded that the partial facilities & services have a significant effect on satisfaction. This result with research conducted by Stevian (2014) who concluded that facilities & services have a significant effect on the satisfaction of tourists. Facilities & services is a supporting factor of the satisfaction of tourists because if the supporting facilities such as hotels, transport, restaurants visited not qualified it will result in decreased volume of consumers / tourists in a region. While the results of statistical research partially for the variable accessibility showed that the results of the proposed hypothesis have a positive and significant impact on the satisfaction of tourists and can not be confirmed. So it can be concluded that accessibility has positive and insignificant effect on customer satisfaction. This result is in line with research conducted by Irma Dwiyanti (2013) which concludes that accessibility has positive and insignificant effect on customer satisfaction. This means that accessibility factor is not one of the factors that affect consumer satisfaction significantly. Accessibility is a means for tourists / consumers to be able to reach a tourism destination. If a destination is not matched by good accessibility it will affect the high level of tourist / consumer to visit, it may be that this accessibility will not have a significant effect on satisfaction, due to lack of good access to travel. In this research that is influence of service quality by using tourist attraction, facility & service, accessibility as independent variable, from result of coefficient of determination (R square) equal to 0,247 which mean that 24,7% tourist satisfaction can be influenced by independent variable. The remaining percentage of 75.3% indicates that there is still influence of factors or variables that are not included in this study. This is because there are still many other factors that can affect consumer satisfaction,one of them is 5 dimension SERVQUAL consisting of Tangible or physical evidence is the ability of a company in the physical capabilities of the company such as buildings and equipment, Reliability of the company's ability to provide services with the promised accurately and reliably, Responsiveness is a willingness to assist consumers in the delivery of clear information, Assurance, certainty of knowledge, and the ability of employees to convince consumers, Empathy is giving a sincere and individual attention or Personal to understand consumer desires according to Parasuraman (2001: 148-149). According to the results of research Syamsi (2010) showed that tangible, reliability, responsiveness showed that tangible, reliability, responsiveness, assurance, emphaty affect consumer satisfaction. Another thing that may affect consumer satisfaction is the influence of people, physical evidence, product, promotion, price. People according to Ratih (2005: 62) all actors who play a role in the presentation of services / products that can affect the purchase and satisfaction, http://www.iaeme.com/ijmhrm/index.asp 18 editor@iaeme.com

An Analysis of Tourism Service Quality Toward Customer Satisfaction (Study on Tourists in Indonesia Travel Destinations to Bali) Physical evidence according Nirwana (2004: 47) is a supporting facility that is part of marketing services that have important role examples colored uniforms, sounds and designs to create something else to offer, Product by Kotler & Armstrong (2012, p.233) is everything a manufacturer can offer to be noticed, requested, sought, purchased and used as a fulfillment of needs or the market demand is concerned, promotion is a business enterprise to influence potential buyers / consumers through the use of all elements or marketing mix, Price according to Chandra (2002) depends solely on company policy, but of course by considering various things because the price is said to be expensive, cheap, or just ordinary for every people. According to research results Siti Fatonah (2009) which shows that the variable product, promotion, price, people, physical evidence have a positive and significant impact on the satisfaction of tourists. Another thing that may also affect the satisfaction of tourists is the image of the company, corporate image is considered important for the company because it is the overall impression that society formed about the company. Imagery can relate to the business name, architecture, variations of the product, the traditions and the impression on the quality of communication that is the interaction between the consumer and the company. According to research results Qomariah (2012) and Ni putu Dharma (2013) which concluded that the influence of corporate image significant to the satisfaction of tourists. 6.2. Limitations The author realizes that in this study, the author encounters some of the following limitations: 1. Observations of this study are only conducted on individual consumers in 2016. 2. The use of questionnaires in collecting data to make the author can not control the choice of answers filled by respondents. 3. The timing of the research data is taken simultaneously so that it has a lower level of significance and consistency. REFERENCES [1] Abu Alroub, A.; Alsaleem, A. and Daoud, A. (2012). Service quality and its impact on customer satisfaction tourist restaurants (a field study on the tourist restaurants /Amman). Interdisciplinary Journal of Contemporary Research in Business. 4(1), 364-379 [2] Akbar, M. M. and Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customer loyalty. ABAC Journal. 29(1), 24-38. [3] Ali, Majeda Howaidee dan Abu, Jihad. 2012. The Impact of Service Quality on Tourist Satisfaction in Jerash. An International Journal. Vol.3, No 12. [4] Al-Ababneh, Mukhles. 2013. Service Quality and its Impact on Tourist Satisfaction in Jordan. An International Journal. Vol 4, No 12. [5] Bloemer, J., Ruyter, K. and Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multidimensional perspective. European Journal of Marketing. 33(11/12), 1082-1106. [6] Cronin, J. Joseph, and Steve, A. Taylor (1992). Measuring service quality: a reexamination and extention. Journal of Marketing. 56 (3): 55-68. ijcrb.webs.com [7] Fakaye, P.C. and Crompton, J.L.(1991). Image differences between prospective, first-time and repeat visitors to the lower Rio Grande Valley. Journal of Travel Research. 30 (2), 10-16. http://www.iaeme.com/ijmhrm/index.asp 19 editor@iaeme.com

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