Image of Mas Kemambang Tourism Park In Tourism Marketing Perspective In Banyumas Distric

The results of the development of the Mas Kemambang Floating Park make this tourist attraction more attractive than before. The community also welcomed it well, which was indicated by the large number of visitors, both on weekdays and even more so on weekends. Visitors who became research informants stated that the current Mas Kemambang Floating Park is much better and more attractive than before. Not only new tourist facilities, even the appearance of the front gate is considered very attractive, thus generating great interest in visiting it. Researchers observed that the gate of the Mas Kemambang Floating Park is like a front cover. An attractive front cover display is easier to increase consumer interest. On the other hand, the front cover that is made carelessly is certainly less attractive and also less marketable, even though the content presented is actually very interesting.

Various new rides also make the Mas Kemambang Floating Park also have a comparative advantage considering the tourist attractions in the vicinity, both in Banyumas Regency and several other adjacent regencies. Such conditions can make the Mas Kemambang Floating Park more marketable than before. This means that the actual condition of the Mas Kemambang Floating Park after development provides a conducive climate for tourism marketing.

The informant's view that the current condition of Mas Kemambang Floating Park is better is a reflection that the development of Mas Kemambang Floating Park has a real impact on improving the image of tourist destinations in Mas Kemambang Floating Park. The positive image that is built in the minds of the informants is certainly very meaningful in supporting tourism marketing for the Mas Kemambang Floating Park because it allows the dissemination of positive information about the Mas Kemambang Floating Park on a wide scale. So, these kinds of people can become free promotional agents, so the opportunity to increase the number of visitors is more open. Some of the informants will certainly share their memorable experiences when visiting Mas Kemambang Floating Park to others, so that they can encourage people who receive positive information to visit Mas Kemambang Floating Park.

A positive image will be more positive if it can be built and maintained in a sustainable manner. This, in the perspective of tourism marketing, has the potential to encourage high public interest in visiting in the long term. The argument is, visitors who have a positive image of Taman Apung Mas Kemambang, not only want to repurchase or visit again at another time, but also have the potential to share their positive impression with others. This can happen in a chain through word by mouth schemes.

The above concept is in line with the results of research by Tasci and Gartner in Artuğer et al. (2013) which explains that the image of the destination affects the behavior of tourists, which include the intention (interest) to revisit, recommend to others, or return to related tourism destinations. In addition, it also strengthens the research of Lobato et al. (2006); Chen and Tsai (2007); and Prayag (2008) in Coban (2012) who confirmed that future behaviors that assess positively the image of a tourism destination include revisiting and recommending related destinations to others. Coban's research (2012) proves that there is a significant effect of destination image on tourist satisfaction. A positive image of a destination causes high satisfaction and a negative image causes dissatisfaction or displeasure. Sun et al. (2013) through his research on Hainan tourism destinations, China also proved that tourists who develop a positive perception (image) of Hainan get better satisfaction with their experience. This proves that the image of the destination has a positive effect on tourist satisfaction when visiting tourism destinations. The study by Dinporabudpar (2022) also confirms, through a good destination image, it will not only influence a potential tourist to make decisions, but also influence the behavior of tourists, whether tourists will return or even suggest others to come to the destinations they have visited.

The behavior of repurchasing, or revisiting in the context of tourism marketing, shows that the positive image of a tourist destination is a reflection of the satisfaction felt by tourists who visit a tourist attraction. The higher the perceived satisfaction, the more positive the image that is built and it is more likely to make repeat purchases on an ongoing basis. This condition is theoretically in accordance with the opinion of Tjiptono (2015), that a buying decision-making process does not only end with the occurrence of a purchase transaction, but is also followed by a stage of post-purchase behavior (especially in broad decision making), in this stage consumers feel a level of satisfaction. or certain dissatisfaction that will affect subsequent buying behavior, if the consumer is satisfied he will show a great opportunity to make repeat purchases. A satisfied consumer tends to tell others.

  

CONCLUSION

 

• The development of the Mas Kemambang Floating Park is carried out by renovating existing facilities and adding a number of new rides. This development makes Mas Kemambang Floating Park considered much better than before. All of this has a positive impact on increasing the positive image of the Mas Kemambang Floating Park. Along with the positive image that is built, the interest of tourists to visit again becomes higher.

 

• Based on the results of the study, the tourism facilities variable has a positive effect on the image and satisfaction of visitors to the Mas Kemambang Floating Park. This means that the more equipped tourist facilities variables will be able to increase the good image and satisfaction of visitors to Taman Apung Mas Kemambang.

 

• Service and security variables have a positive effect on the image and satisfaction of visitors to Taman Apung Mas Kemambang. This means that if the service and security variables for visitors are improved, the good image and visitor satisfaction of Taman Apung Mas Kemambang will be increased.