Analisis Autentisitas Seni Budaya Etnik Batak Toba Sebagai Pengungkit Parawisata Berkelanjutan Melalui Kesadaran Lintas Budaya sebagai Variabel Intervening pada Destinasi Wisata Kawasan Danau Toba Sumatera Utara

Abstract

Tourism industry becomes a productive economic sector in the world. The tourism industry in each country has variety and potentially to developed, especially in Indonesia. North Sumatera is one of the priority provinces for tourism development in Indonesia. One of the most popular tourist destinations in North Sumatera is Samosir Island Lake Toba. This research aims to analyze the influence of accommodation and destination in North Sumatera Tourism Industry. The population of this study is from the local tourists and international tourists visiting Tourist Destination in North Sumatera. Sample of this study is 250 respondents. Data analysis was used by using software of Amos 22 with Structural Equation Modeling (SEM). The results of this study proved that accommodation and destination have positively and significantly affected the tourist satisfaction, the communication and hospitality of humans aspect in providing services to the tourist are more concerned to improve. In terms of developing humans aspect of accommodation and destination in North Sumatera tourism industry needs to be focussed on two aspects, namely: hospitality and communication skill. The proposed idea leads to improving the human aspect of the tourism industry by engaging the creation of hybrid tourists' satisfaction.