ANALISIS KEPUASAN WISATAWAN TERHADAP PRODUK WISATA PANTAI AI LOANG KECAMATAN MOYO UTARA KABUPATEN SUMBAWA NTB
Abstract
Ai Loang Beach is one of the beach tourism destinations in Moyo Utara district, which has been managed by the local indigenous community with the help of the Forestry Office. The access road to Ai Loang Beach is quite good, although approximately 7 km towards the pond is not yet paved. However, upon arrival at the parking area, a concrete walkway has been constructed leading to the beach, along with benches for relaxation and resting. The objectives of this research are to describe the tourism products available and to describe tourist satisfaction towards the tourism products of Ai Loang Beach in Moyo Utara District, Sumbawa Regency, NTB. The data collection technique is a method required to answer the research problem. The data collection techniques used in this qualitative method are as follows: Interviews, Observations, and Documentation. The technique of qualitative data analysis is conducted alongside the data collection process. The research results indicate that the level of tourist satisfaction is still not optimal due to several constraints, such as a lack of supporting facilities, suboptimal accessibility to the location, minimal tourist information services, and the absence of a structured management system. Nevertheless, tourists continue to appreciate the hospitality of the local community and the safe and comfortable atmosphere while at the location, and tourist satisfaction is also influenced by the costs deemed affordable, although they expect clarity and transparency in the contributions requested. The positive experiences felt by tourists during their visit indicate that Ai Loang Beach has great potential to develop into a premier tourist destination, as long as better organization and management are implemented, based on collaboration between managers, the community, and local government. A comprehensive improvement strategy starting from facilities, information services, security, to digital promotion can significantly increase tourist satisfaction, which will ultimately have a positive impact on the sustainability of tourism in the area.
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