TOURISM DECISION MAKING AND THE EFFECT OF SATISFACTION IN AGRO TAMBI TOURISM

Abstract

Agrotourism in Indonesia is one of the interesting destinations to be visited by tourists, which encourages PT Perkebunan Tambi which focuses on tea production to create a business line to increase revenue for the company through the establishment of Agro Tambi Tourism in 2001. Understanding the consumer characteristics of Agro Tourism that are different from consumers of tea products, causes the need for further study. Improving Service Quality is important to increase customer satisfaction. Increasing satisfaction lead the willingness of customer to recommend it to others. The purpose of this study is to understand tourists perception of the decision-making process, knowing the tourist's satisfaction and to examine the effect of decision-making process toward satisfaction that is the willingness to recommend Agro Tambi Tourism. The basic method in this research was used descriptive analysis method, Customer Satisfaction Index and regression analysis. A survey by non- probabilistic sampling was carried out to collect data, and 100 tourists observed as respondent. SPSS 17 was used to analysis those data. The results of the study showed that tourists perceptions were based on the benefits of travel. The Customer Satisfaction Index was 82.25 percent, which stated that tourists were very satisfied, and 88 percent of tourists agreed to recommend Agro Tambi Tourism. Source of information, travel expense, and advantage of travel had a significant influence on the willingness of tourists to recommend Agro Tambi Tourism to family and friends. Agro Tambi Tourism must provide activities that can increase the benefits and satisfaction of tourists. Thus, the recommendations to family and friends lead to reduced marketing costs for Agro Tambi Tourism.