The Effect of Individual Tourist and the Mixed Marketing to Services Value on Nature-Based Tourism Services

Abstract

Perum Perhutani, an Indonesian State Owned Forest Company has been developed nature-based tourism services (a tourism services based on nature or environment services) since 1978. Ecotourism is considered as potential alternative answering the change of paradigm of forest products which had been ignoring forest resources product as part of the forest products. However, these ecotourism objects have not been optimally managed yet. This research was conducted by the use of descriptive and verificative methods. Structural Equation Modeling was employed as tool analyses in order to determine proper modeling approach and its solution.  The research results showed that internal, external individual factors, and mixed marketing performance gave a significant influence to the tourism service value.  A deeper analysis revealed that among the aspects, mixed marketing performance which was consisted of product, price, place, promotion, people, physical evidence, and process showed the most significant effect to the tourism service value.  In the other side, the results also showed that the most dominant factor that causing tourist hedonism was services value incrementy. The analyses finally showed that the increasing tourist hedonism through the offering a superior service value will  form a superior customer value.