Analysis of Visitor’s Motivation and Perception in Muara Takus Temple Tourism Area Post Pandemic

Aims: This study aims to analyze the influence of visitors’ perception on attributes of attraction, amenities, and accessibility, and analyzes the visitors’ motivation for their decision to visit the Muara Takus Temple area in post COVID-19 pandemic. After confirming the relationship between dependent and independent variables, the next study analyzes the level of consumer interest based on visitor’s perceptions and motivations.

Study Design: The study design utilized in this research uses explanatory methods with a quantitative approach. Consisting of two phases, the first phase analyzes the relationship between variables. The second phase analyzes the visitor perception map.

Place and Duration of Study: This study was conducted in Muara Takus Temple Area, Riau Province, Indonesia for two months (April - June 2022).

Methodology: This study utilizes survey research methods. The sampling technique applied is simple random sampling. The determination of the number of samples makes use of the Slovin formula. Based on the Slovin formula from a population of 43,805 people and a confidence level of 90%, a sample of 163 respondents was determined. Data processing utilizes multiple linear regression and analysis tests that use T-Test and F-Test. The next step is to analyze the perception map and test the analysis utilizing stress values.

Results: The results of the study found that there was no influence of visitor motivation on the decision to visit the temple area but also partially visitor perceptions on the attributes of attraction, amenities, and accessibility influenced the decision to visit. In addition, the multidimensional analysis found that attributes of attractions are able to meet visitors’ expectations, but amenities and accessibility attributes have not been able to meet visitors’ expectations. The performance of attractions is able to meet visitors’ expectations but the performance of amenities and accessibility has not met visitors’ expectations; The difference between the two lies in their importance. Visitors attach great importance to meeting their needs on the attributes of amenity but not on the attributes of accessibility.

Conclusion: In an effort to meet the needs of visitors to Muara Takus temple After the Covid-19 pandemic, innovation in policies is needed in an effort to improve amenities’ performance and consider innovating the policy to improve accessibility performance because afterall, visitors still need attributes of accessibility to reach the Muara Takus temple area.