SKRIPSI DIGITAL
Enhancing Tourist Satisfaction at Dairyland On The Valley Through Destination Image Dimensions: A Persona-Based Model = Enhancing Tourist Satisfaction at Dairyland On The Valley Through Destination Image Dimensions: A Persona-Based Model
This study examines tourist satisfaction at Dairyland On The Valley in response to the decline in tourist visits, with particular attention to destination image and the heterogeneous characteristics of tourists. The research employs a quantitative method within a positivist paradigm, complemented by a tourist segmentation approach. Data were collected through questionnaires from 303 respondents who had visited and made purchases at Dairyland On The Valley during the 2025 - 2026 period and were analyzed using SPSS 25 through multiple linear regression and cluster analysis. The study clarifies the influence of destination image dimensions including infrastructure and socioeconomic environment, atmosphere, natural environment, affective image, and cultural environment on tourist satisfaction; and the development of tourist personas as a practical basis for more targeted destination management. The findings show that infrastructure and socioeconomic environment, atmosphere, natural environment, and affective image have significant positive effects on tourist satisfaction, whereas cultural environment does not show a significant effect. Simultaneously, the five destination image dimensions significantly influence tourist satisfaction, with the model explaining 51.3% of its variation. Cluster analysis further identifies three distinct tourist segments, represented through the Mila, Nara, and Vira personas. The study demonstrates that destination management should not rely solely on general improvements, but should also consider differences among tourist groups. Accordingly, the findings provide a basis for Dairyland On The Valley to develop more targeted destination improvements, experiences, communication strategies, and services according to the characteristics and preferences of each tourist persona.
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah