FACTORS OF TOURISM REVITALIZATION EFFORT ANALYSIS (AN EMPIRIC STUDY IN KARANGANYAR REGENCY, CENTRAL JAVA)

Karanganyar Regency has many great potential tourism destinations which are ?unfortunately- still poorly managed by the government. Intended to support the effort of tourism revitalization, this research is done to examine factors of service, price, promotion, and product diversification over tourism consumer buying decision. We conduct the research by taking sample of tourism consumer population and tourism industry owners in the Regency. We use Structural Equation Modeling (SEM) as the main analyzing method, while considering that variables causality structure should be examined simultaneously and efficiently. The conclusion of this research shows that: 1) Tourism service quality has significant effect on tourism consumer satisfaction, 2) The quality of tourism products in Karanganyar Regency has significant effect over consumer buying decision, 3) Consumer satisfaction factor is ineffective as intervening variable mediating the independent variables and dependent variables. and 4) Product diversification is the largest factor to affect the consumer buying decision. This phenomenon shows that the quality of product holds the most dominant effect on tourism consumer buying decision in Karanganyar Regency.