Internasional Journal Of Tourism And Hospitality Management Studies - Vol.01 No. 01 (2021) Available online at : http://ijthms.ppj.unp.ac.id/ ANALYSIS OF VISITOR SATISFACTION POST REVITALIZATION OF JAM GADANG TOURISM AREA IN BUKITTINGGI Hifzanul Hakim1,Trisna Putra2 1 Universitas Negeri Padang 2 Universitas Negeri Padang Corresponding email : [email protected] ABSTRACT The city of Bukittinggi is a favorite tourist destination in West Sumatra, one of the main attractions of the City of Bukittinggi is the Jam Gadang area located in the city center, as well as the Landmark of the City of Bukittinggi. The Jam Gadang area was completely revitalized in 2019 by the City Government of Bukittinggi, which carried out an overhaul of the area around the Jam Gadang with intending to increase the convenience of visitors and make the Jam Gadang area better and able to attract a lot of tourist interest, from observations and interviews with visitors still being found some disadvantages after the revitalization, including the shady area around the Jam Gadang area has been much reduced so that during the day it looks dry... The research that the researchers conducted was descriptive quantitative research, the population in this study were visitors who had the aim of visiting the Jam Gadang area for sampling for this study using a sample grouping technique, namely purposive sampling, the sample or respondent had special criteria, namely that they had visited the area. Jam Gadang before revitalization. The research sample consisted of 100 respondents. The data processing and analysis technique in the research the researchers did was descriptive, to get the data frequency results, the data were processed with the SPSS 16 application and found the results in the form of average, maximum, minimum, median, and standard deviation values. The results of research on visitor satisfaction after the revitalization of the Jam Gadang area obtained 37% of 100 respondents stated that they strongly agree that they are satisfied with the tourist area of the Jam Gadang after the revitalization and 37% of 100 respondents said they were satisfied with the tourist area of the Jam Gadang after the revitalization. Keywords : Visitor Satisfaction, Jam Gadang Area, City of Bukittinggi INTRODUCTION Tourist activities are travel activities carried out by a person or group of people visiting certain places for entertainment, self-development, or understanding the uniqueness of temporarily visited tourist attractions [1]. Tourism is a planned trip, which is carried out individually or in groups from one place to another to produce a form of satisfaction and pleasure only [2]. The Jam Gadang area is located in the center of Bukittinggi City which is the main attraction for visitors or tourists who come to visit the City of Bukittinggi. Jam Gadang was founded in 1926 as a gift from the Queen of the Netherlands to the Bookmaker who was the secretary of Fort De Kock which is now Kota Bukitinggi. The Jam Gadang received several changes in the shape of the roof which underwent three changes, namely during the Dutch East Indies era, the Japanese population, and after Indonesian independence, the shape of the Jam Gadang roof was shaped like the roof of a Gadang house until now. The Government of the City of Bukittinggi carried out a revitalization of the Jam Gadang area in 2018 and completed it in 2019, to increase comfort which has an impact on the satisfaction of visitors who want to travel to the Jam Gadang area. Tourist satisfaction is very important to the marketing of tourist destinations because this can affect the choice of visits to tourist areas, the use of existing facilities, and the decision to initiate visits [3]. Facilities and promotions have a direct effect on visitor satisfaction at a tourist attraction [4]. Data regarding visitors or tourists visiting the City of Bukittinggi based on the number of guests renting hotel rooms according to table 1: Tabel 1. Jumlah Data Wisatawan Ke Kota Bukittinggi Tahun 2019 Jumlah Wisatawan Bulan Tahun Jumlah Oktober 2019 52.796 Orang November 2019 57.840 Orang Desember 2019 84.655 Orang Jumlah Total 195.291 orang Sumber : Dinas Pariwisata, Pemuda, dan Olahraga Kota Bukittinggi, 2020 After the revitalization of the Jam Gadang area, the researchers conducted initial observations and interviews with respondents who were in the Jam Gadang area to ask their responses to the results of the revitalization, and found problems including the Jam Gadang area which looked a little barren because some of the trees around the Jam Gadang monument had changed to parks flowers, so that there is no adequate shady area around the Jam Gadang, then inadequate restroom facilities, very few cultural attractions or shows, access to parking locations that are difficult and quite far, and information boards regarding the history of the Jam Gadang are very minimal. Therefore, researchers are interested in seeing the level of satisfaction of visitors to the Jam Gadang area after the revitalization based on indicators namely attraction, accessibility, amenities, and ancillary [5]. METHODOLOGY The research that researchers conducted was a descriptive study using quantitative data. The population in this study were visitors to the Jam Gadang area. For sample selection, researchers used a purposive sampling method, "purposive sampling is a sampling technique with certain considerations" [6]. Researchers take the sample criteria are visitors who have visited before the revitalization, aged 17 years and over and the purpose of coming to the Jam Gadang area is for a tour. The number of samples or respondents for this study was 100 samples, data were collected from respondents through a questionnaire with statement items based on the Likert scale that had been tested for validity and reliability through the SPSS 16 application. To find the value of each indicator, the researcher used the ideal average formula (Mi ) and standard deviation (Sdi) [7] which can be seen in Table 2 below: 13 Tabel 2. Formula avarage ideal (Mi) Dan deviation standard (Sdi) Formula Information (Mi + 1,5 Sdi) – keatas Very good (Mi + 0,5 Sdi) - (Mi + 1,5 Sdi) Good (Mi - 0,5 Sdi) - (Mi + 0,5 Sdi) Enough (Mi - 1,5 Sdi) - (Mi - 0,5 Sdi) Bad (Mi - 1,5 Sdi) – kebawah Very bad source: Arikunto (2010) The calculation of the ideal average score uses the formula: Mi = ½ (Highest ideal value + Lowest ideal value) Sdi = 1/6 (Highest ideal value - Lowest ideal value) RESULT AND DISCUSSION RESULT 1. Visitor Satisfaction Based on the results of research conducted by researchers on visitor satisfaction (X) to 100 respondents or samples, the results are in table 3: Table 3.The Frequency Distribution of Visitor Satisfaction Post-Revitalization of the Jam Gadang Area Categories Interval class Frequency Percentage Very agree ≥ 55,99 37 37 Agree 46,66 - < 55,99 37 37 Doubt 37,33 - < 46,66 20 20 Disagree 28,00 - < 37,33 5 5 Very disagree < 28,00 1 1 Total 100 100% Source : processing data primary (2020) According to the results of the processed data on the frequency distribution of visitor satisfaction after the revitalization in table 2, the results obtained 37% stated that they strongly agree with their satisfaction with the results of the revitalization that has been carried out, 37% of 100 respondents agreed, 20% of respondents expressed doubt, 5% respondents said they did not agree and 1% said they strongly disagreed. Then the frequency distribution will be described per indicator in this study, and the results of the data processing are as follows: 2. Attraction Indicators After distributing data through questionnaires to 100 respondents, the frequency distribution regarding the attraction indicators can be seen in table 4: Tabel 4. the frequency distribution regarding the attraction indicators Categories Interval class Frequency Percentage Very agree > 12 55 55 Agree 10 - < 12 16 16 Doubt 8 - < 10 14 14 Disagree 6 - < 8 14 14 Very disagree <6 1 1 Total 100 100% Source : processing data primary (2020) 14 Based on the table above, for the results of the frequency distribution of visitor satisfaction based on the attraction indicator, it can be seen that 55% of 100 respondents stated that they were very satisfied with the attractions after the revitalization of the Jam Gadang area. 3. Accessibility Indicators After distributing questionnaires to 100 respondents, the results of accessibility are in accordance with table 5: Tabel 5. the frequency distribution regarding the accesbility Categories Interval class Frequency Percentage Very agree > 12 59 59 Agree 10 - < 12 25 25 Doubt 8 - < 10 11 11 Disagree 6 - < 8 2 2 Very disagree <6 3 3 Total 100 100% Source : processing data primary (2020) Based on table 5, it can be seen that the results of the frequency distribution of visitor satisfaction based on the accessibility indicator, namely 59% of 100 respondents stated that they strongly agree with their satisfaction with access after revitalization. 4. Facility Indicators For facility indicators the researcher has distributed questionnaires to 100 respondents, the results of the facility indicators are in accordance with table 6: Table 6. Frequency Distribution of Visitor Satisfaction Based on Facility Indicators Categories Interval class Frequency Percentage Very agree ≥ 19,99 39 39 Agree 16,66 - < 19,99 30 30 Doubt 13,33 - < 16,66 21 21 Disagree 10,00 - < 13,33 6 6 Very disagree < 10,00 4 4 Total 100 100% Source : processing data primary (2020) Based on table 6, visitor satisfaction results are