Experiential Tourism as a Strategy to Improve the Competitiveness of the Tourism Industry in Tanah Datar Regency
DOI:
https://doi.org/10.69855/malala.v1i2.727Keywords:
Tourism, Experiential, Competitiveness, Tourist, DestinationAbstract
Tanah Datar Regency has considerable potential for cultural, natural, and historical tourism. However, tourism industry competitiveness remains constrained by short tourist stays, limited diversification of tourism products, and suboptimal implementation of experiential tourism concepts. These challenges may reduce tourism’s economic value and weaken tourist loyalty. This study aimed to analyze the relationship between experiential tourism and tourism industry competitiveness in Tanah Datar Regency. A quantitative approach with a cross-sectional design was employed at three major tourist destinations: Istano Basa Pagaruyung, Lembah Anai, and Nagari Pariangan. A total of 120 tourists were selected using accidental sampling. Data were collected through structured questionnaires, observations, and documentation. Data analysis included univariate analysis using frequency distributions and mean scores, followed by bivariate analysis using the Spearman Rank correlation test at a 95% confidence level (α=0.05). The results showed that 86 respondents (71.7%) perceived experiential tourism as good, with a mean score of 4.10 ± 0.51. Meanwhile, 81 respondents (67.5%) assessed tourism industry competitiveness as high, with a mean score of 4.03 ± 0.47. A strong and statistically significant positive relationship was found between experiential tourism and tourism industry competitiveness (r=0.651; p<0.001). Strengthening authentic tourist experiences can therefore improve destination competitiveness, visitor satisfaction, repeat visits, and tourism-related economic benefits.
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