Image of Mas Kemambang Tourism Park In Tourism Marketing Perspective In Banyumas Distric

 

RESULT

Komalasari (2019) stated that the tourism sector is one sector that has the potential to continue to be developed in order to strengthen the regional economy. In this regard, development efforts related to tourism activities need to continue to receive attention from the government. The success of this effort is greatly influenced by various factors, such as regional security, tourism facilities and infrastructure, and even the global situation. Conditions that are not conducive will directly affect the number of tourist visits entering tourist areas, both domestic tourists (archipelagic tourists) and tourists from abroad (foreign tourists).

Banyumas Regency is one of the main tourist destinations in Central Java Province. The Government of Banyumas Regency is very aware of the magnitude of tourism potential and has a strong commitment to develop various existing tourism potentials. This commitment is empirically realized, among others, through the development of the Mas Kemambang Floating Park. The Banyumas Regency Government sees the potential for the Mas Kemambang Floating Park to have a great opportunity to be developed into a millennial tourist location according to market needs (an instagramable location with a variety of culinary delights and water tourism attractions).

The Banyumas Regency Government through the Banyumas Regency Youth, Sports, Culture and Tourism Office (Dinporabudpar), as its leading sector, has made various real efforts to develop the Mas Kemambang Floating Park.

Based on the results of questionnaire research on visitors, it shows that simultaneously tourist facilities, as well as services and security contribute significantly to visitor satisfaction with the image of the Mas Kemambang Floating Park. Thus it can be explained that if the variables of tourist facilities, as well as service and security are improved together, it will be followed by increasing visitor satisfaction and the good image of tourists to Mas Kemambang Floating Park and vice versa if the variables of tourist facilities, as well as service and security decrease simultaneously. At the same time, it will be followed by a decrease in visitor satisfaction and good image of Taman Apung Mas Kemambang.

Partially, tourist facilities, as well as service and security have a significant effect on visitor satisfaction. The good image of visitors to Taman Apung Mas Kemambang will be detailed as follows:

 

• The influence of tourist facilities partially contributes to visitor satisfaction and the good image of visitors to the Mas Kemambang Floating Park by 80%. From the results of the study, it was revealed that 80% of respondents stated that the tourist facilities implemented by the manager were in the very satisfactory category (strongly agree). Mas Kemambang Floating Park has implemented tourist facilities which include tourist attraction facilities, public facilities, and satisfactory service from officers so that visitors are satisfied with the facilities provided. This is in accordance with the opinion of Lupiyoadi (2001:148) that the tangible or physical evidence of services, equipment facilities used and other physical representations affect the satisfaction of service users.

 

• The influence of service and security, on the image and satisfaction of visitors partially contributed to 1.25%. From the results of the study, it was revealed that 80.50% of respondents stated that the services and security implemented by the Mas Kemambang Floating Park were in the good category. This is due to the fact that Mas Kemambang Floating Park has implemented assurance which focuses on guarantees regarding the friendliness and courtesy of workers in providing services to visitors, recreational park security which includes the safety of visitors and parking lot security, as well as workers' knowledge of the recreational park situation. This is in accordance with the theory that assurance is one aspect of service quality that affects visitor satisfaction (Lupiyoadi, 2001:148).

Data from interviews with managers indicate that the tourism marketing strategy carried out by the Banyumas Regency Dinporabudpar is to innovate the development of tourism facilities diversity in the Mas Kemambang Floating Park. The development strategy carried out includes renovating existing facilities and adding a number of new rides.

The development of the Mas Kemambang Floating Park by the Banyumas Regency Government was carried out, among others, by renovating existing facilities and adding a number of new rides, such as: a garden with a colorful shop house and a unique hexagonal house, an Instagramable garden with unique benches and flower decorations with a Love model, a pond Big fish, floating house in the shape of a ship and barn house, playground for children, fountain pool, water bike, floating restaurant. There is also an expansion of the parking area, improvement of toilet facilities and trash cans, in order to increase the comfort of tourists. In addition, the management also involves MSMEs in the tourism area, especially culinary business actors. This business actor is focused on local residents in particular and Purwokerto residents in general, so that the impact of the development of the Mas Kemambang Floating Park can also be felt directly by the local community.