Analysis of Natural Attraction, Safety, and Cleanliness on Domestic Tourists’ Interest in Visiting Bukit Lawang, Langkat Regency
Keywords:
Safety, Cleanliness, Tourist Interest, Domestic TourismAbstract
Bukit Lawang is one of the leading ecotourism destinations in Langkat Regency, known for its tropical forest landscape and orangutan conservation area. However, domestic tourists’ interest in visiting this destination is influenced by several determining factors that must be understood to strengthen tourism competitiveness. This study aims to analyze the effects of natural attraction, safety, and cleanliness on domestic tourists’ visit interest to Bukit Lawang. A quantitative research method was employed using a structured questionnaire distributed to domestic visitors. The collected data were analyzed using multiple regression to examine the influence of each variable. The results indicate that natural attraction significantly enhances tourists’ interest, as the uniqueness of natural scenery and conservation activities becomes the main motivation for visits. Safety also shows a positive and significant effect, emphasizing the importance of secure access, low crime rates, and reliable guides. Cleanliness contributes significantly to tourists’ interest, particularly the hygiene of river areas, facilities, and waste management. This study concludes that improving natural attraction quality, strengthening safety measures, and maintaining environmental cleanliness are crucial strategies for increasing domestic tourists’ visit intention. The findings provide practical implications for local governments, tourism managers, and stakeholders in developing sustainable tourism at Bukit Lawang.
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