Online Advertising, Tourist Facilities, And Tourist Satisfaction: An Empirical Study On Sunyaragi Cave Tourist Attraction, Cirebon, West Java

Abstract

The development of digital technology has driven shifts in tourist destination marketing strategies through the use of online advertising, while the provision of adequate tourist facilities remains a critical factor in creating a satisfying experience for visitors. Sunyaragi Cave Tourist Attraction in Cirebon, as one of the leading cultural tourism destinations in West Java Province, needs to optimize both aspects to enhance tourist satisfaction. This study aims to analyze the influence of online advertising and tourist facilities on tourist satisfaction, both partially and simultaneously. A quantitative approach with a survey method was employed. Data were collected by distributing questionnaires to 100 tourists who had visited Sunyaragi Cave Tourist Attraction Cirebon. A purposive sampling technique was used, while data analysis was conducted using multiple linear regression via SPSS version 25. The results showed that online advertising had a positive and significant effect on tourist satisfaction with a tcount of 5.164 > ttable of 1.984 and a coefficient of determination of 20.6%. Tourist facilities also had a positive and significant effect on tourist satisfaction with a tcount of 6.426 > ttable of 1.984 and a coefficient of determination of 28.9%. Simultaneously, online advertising and tourist facilities significantly influenced tourist satisfaction with an Fcount of 33.670 > Ftable of 3.09 and a significance value of 0.000 < 0.05. Both variables accounted for 39.8% of the variance in tourist satisfaction, while the remaining 60.2% was influenced by other factors outside the research model. These findings indicate that enhancing digital promotional effectiveness supported by high-quality tourist facilities is a crucial strategy for increasing tourist satisfaction and strengthening the competitiveness of cultural tourism destinations in Cirebon.