ANALISIS KESEDIAAN MEMBAYAR, KEPUASAN PENGUNJUNG DAN STRATEGI PENGEMBANGAN WISATA BENDUNGAN TIRTA SHINTA KECAMATAN KOTABUMI UTARA KABUPATEN LAMPUNG UTARA

Abstract

This study aimed to analyze willingness to pay, to calculate visitor satisfaction, and  to determine the tourism development strategy for Tirta Shinta Dam in North Kotabumi District, North Lampung Regency. This study was conducted using a survey method at the Tirta Shinta Dam tourist site, North Kotabumi District, North Lampung Regency. The number of respondents consisted of 70 visitors and 8 external stakeholders. Willingness to pay was analyzed using the Contingent Valuation Method, visitor satisfaction was analyzed using the Customer Satisfaction Index and Importance Performance Analysis, and development strategies were analyzed using SWOT and QSPM. The average willingness to pay was IDR 19,714.28 per visitor. Visitor satisfaction reached a Customer Satisfaction Index of 75.66%, indicating that visitors were generally satisfied. The Importance Performance Analysis revealed that attributes such as road conditions, availability of toilets and prayer facilities, and modern promotions were in the top priority quadrant and required improvement. The  prioritized strategy recommended in this research was utilizing the support and active role of the government to improve the condition of roads to tourist attractions.

Key words: development strategy, tourism, visitor satisfaction, willingness to pay