THE MOTIVATION FOR TOURISTS TO VISIT SIGAPITON TOURISM VILLAGE IN TOBA REGENCY

Abstract

The purpose of this research is to understand the motivations of tourists visiting Sigapiton Village in Toba Regency. The research method used is both qualitative and quantitative. The research was conducted in Sigapiton Village, Ajibata Subdistrict, Toba Regency, North Sumatra Province, during January 2024. The population of the study consists of tourists in Sigapiton Village, and the exact number is unknown. Non-probability sampling technique is used with the Lemeshow formula, resulting in a sample size of 96 respondents. The types of data include qualitative data obtained from an interview with Mr. Manubu Manurung, and quantitative data from questionnaires distributed to tourists. Data sources include both primary and secondary data. Data collection techniques include observation, interviews, questionnaires, and documentation, using the Likert scale. Data analysis techniques involve distributing questionnaires, tabulating questionnaire responses, calculating answers, classifying motivations, and developing a public relations program. The results of this research indicate that tourists' motivations for visiting Sigapiton Village are based on four motivation indicators: physical, cultural, social, and fantasy motivations. The most dominant physical motivation is relaxation, with the majority of tourists (54 respondents, 56.3%) agreeing. Cultural motivation, involving observing the traditions of Sigapiton Village residents, is dominant with 65 respondents (67.7%) agreeing. The most dominant social motivation is to experience the hospitality of the community, with 59 respondents (61.5%) agreeing. The most dominant fantasy motivation is to enjoy satisfaction in Sigapiton Village, with 40 respondents (41.7%) agreeing. The development of a public relations program in Sigapiton Village follows the concept of PENCILS (publications, events, news, community involvement, lobbying and negotiations, and social responsibility).