Wildlife Tourism Experience in Way Kambas National Park, Indonesia
One of the biggest challenges in the industrial management, particularly service industry is giving and maintaining customer satisfaction identified as the ultimate key of competitive advantage. In tourism industry, customer satisfaction is such a crucial factor playing an important role in marketing tourism attractions successfully. In Indonesia, one of the biggest issues faced by the Center of Elephant Conservation at Way Kambas National Park (PKG TNWK) is the decrease of customer satisfaction. Thus, the purpose of this study is to investigate the impact of wildlife tourism experience towards customer satisfaction on the Center of Elephant Conservation at Way Kambas National Park (PKG TNWK). The independent variable (X) in this study is wildlife tourism experience consisting of such two dimensions as wildlife interpretation and wildlife interaction and the dependent variable in customer satisfaction. This study employs a quantitate approach and the analysis unit of the study consists of 110 tourists at PKG TNWK. To analyze the data collected, this study administers multiple regression analysis. The results of the study show that wildlife tourism experience gives a significant impact towards tourist satisfaction at PKG TNWK.
Keywords - Wildlife Tourism Experience, Tourist Satisfaction