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All Journal MEDIA KONSERVASI Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) Jurnal Nusa Sylva Jurnal Sylva Lestari Jurnal Abdi Inovatif : Pengabdian kepada Masyarakat Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Proceeding Of International Conference On Education, Society And Humanity
Hasibuan, Ratna Sari
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EVALUASI LOYALITAS PENGUNJUNG TERHADAP ATRAKSI BERBASIS TEKNOLOGI UNTUK PARIWISATA BERKELANJUTAN DI TAMAN SAFARI INDONESIA PASCA COVID-19 Hasibuan, Ratna Sari; Soekmadi, Rinekso; Purnomo, Herry; Mulyono, Nur Budi
Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) Vol 15 No 4 (2025): Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (JPSL)
Publisher : Pusat Penelitian Lingkungan Hidup, IPB (PPLH-IPB) dan Program Studi Pengelolaan Sumberdaya Alam dan Lingkungan, IPB (PS. PSL, SPs. IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jpsl.15.4.604

Abstract

Taman Safari Indonesia (TSI) is an organization dedicated to ex-situ conservation. The pandemic caused a 53% decline in visitor visits to TSI in 2020 compared to 2019, creating an urgent need for funds to ensure the institution's sustainability. In response, various technology-based visitor attractions have been developed, focusing on Augmented Reality (AR) applications to enhance both the quantity and quality of visitor experiences. This study examines how visitors' experiences with technology-driven attractions influence their satisfaction and loyalty to TSI. The SEM-PSL method was used to analyze data using structural equation modeling. After using the AR features, they completed a questionnaire based on their impressions of AR-based visitors' attractions. The results showed that the relationship between satisfaction and loyalty was significant, with a path coefficient of 3.760, greater than the t-table value of 1.96 at a 95% confidence level, indicating statistical significance. The findings suggest that higher satisfaction levels lead to greater visitor loyalty, with satisfied visitors more likely to return to TSI, especially with the enhanced AR experience. Visitors' interactions with AR features improved their overall experience and strengthened their emotional connection to the TSI, suggesting the potential for sustained engagement. These results imply that integrating advanced technologies such as AR can play a key role in fostering visitor loyalty. Future tourism strategies should integrate immersive AR experiences with ecological education and conservation efforts to promote environmental sustainability.
Co-Authors Anggarawati , Sari Angguh, Teguh Angreyani, Fenny Ardian, Noni Asmanur Jannah Dedi Setiawan Dwi Agus Sasongko, Dwi Agus Hasan, Silviana Herry Purnomo Ina Lidiawati Janaria, Siti Ken Dara Cita Luluk Setyaningsih Macia Sari, Maya Mahardika, Rangga Nitibaskara, Tubagus Unu Nur Budi Mulyono Pratama, Sutriyadi Rinekso Soekmadi Sari, Maya Macia Sofian Iskandar, Sofian Suliyanti, Suliyanti Suwarnata, Anak Agung Eka Tun Susdiyanti Wibaningwati, Dyah Budibruri Yanti, Eli Delvi