EFFECTS OF DIGITAL PROMOTION, SERVICE QUALITY, TOURIST ATTRACTION AND ACCESSIBILITY ON TOURIST VISITING DECISIONS

Devy Dwi Putri Nurmaharani, Rizal Ula Ananta Fauzi

Abstract


This study aims to analyze the effects of digital promotion, service quality, tourist attraction, and accessibility on visiting decisions at Lembah Wilis Tourism Destination, Madiun Regency. This quantitative study used a causal associative design. Data were collected from 384 tourists through questionnaires using purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS. The results show that digital promotion, service quality, tourist attraction, and accessibility each have a positive and significant effect on visiting decisions. Simultaneously, the four variables also have a positive and significant effect. The R Square value of 0.893 indicates that 89.3% of visiting decisions are explained by the four variables, while 10.7% are explained by other factors. These findings highlight the importance of managing digital promotion, service quality, tourist attraction, and accessibility to increase visiting decisions.


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