STUDI HUBUNGAN SERVICESCAPE, ATMOSPHERICS DAN DESTINATION ATTRACTIVENESS PADA ECO GREEN PARK BATU
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Abstract
Penelitian ini mengeksplorasi hubungan persepsi pengunjung antara servicescape, atmospherics dan destination attractiveness pada Eco Green Park yang bertempat di Batu, Malang. Batu adalah salah satu kota yang tedapat di Jawa Timur, dalam dua tahun terakhir Kota Batu mengalami perkembangan pariwisata sangat pesat. Penelitian ini juga mempelajari tentang bagaimana persepsi terhadap servicescape, atmospherics, dan destination attractiveness diberdakan antara laki-laki dan perempuan. Penelitian ini menggunakan kuesioner untuk mendapatkan data primer. Jenis skala pengukuran yang digunakan adalah numerical scale. Metode pengolahan data yang digunakan dalam penelitian ini adalah uji hubungan dengan menggunakan spearman rank dan uji beda yang menggunakan Mann-Whitney U-Test. Dari hasil penelitian didapatkan hasil bahwa terdapat hubungan positif antara servicescape dan atmospherics, antara servicescape dan destination attractiveness dan antara servicescape dan destination attractiveness. Dari hasil penelitian didapat pula bahwa terdapat perbedaan persepsi dari laki-laki dan perempuan pada servicescape dan atmospheric. Dan Pada variabel atmospherics tidak ada perbedaan persepsi antara jenis kelamin laki-laki dan perempuan.
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