Visitor valuation for natural tourism development in Simarjarunjung, North Sumatra, Indonesia

Ecotourism is a type of tourism that became popular around the 1990s. Indonesia has a variety of unique nature that is good for the development of ecotourism. Most foreign tourists come to Indonesia because of its natural beauty and uniqueness. The increase in the local and national economy is obtained from visits and expenses incurred by tourists, so it must continue to be improved and maintain satisfaction. This study aims to analyze the characteristics, level of visitor satisfaction, and the factors that influence the motivation to visit tourist attractions in the Simarjarunjung area. This study uses descriptive and explanatory methods with a quantitative approach. Score and categorization of satisfaction level in each aspect studied, namely natural scenery, access/affordability, security, facilities, cleanliness, comfort, toilet facilities, road infrastructure, and promotion. Scores for all aspects are also obtained as an overall picture of the level of visitor satisfaction for each category of push and pull factors. From the regression analysis obtained the factors that have a significant effect on the motivation of visitors along with the direction and coefficient value. Aspects of satisfaction and motivation as well as the factors that influence them become important policy briefs for stakeholders to develop nature tourism.