Analysis of the Influence of Service Quality and Destination Image on the Competitiveness of Beach and Island Tourism in Lampung Province

Abstract

Lampung is one of the provinces that has beaches and islands that are still natural and have the potential to be introduced to the international realm; it's just that the management is still not optimal for the government and local residents, so that these tourist attractions become less attractive to tourists from outside. This study aims to determine the effect of service quality and the destination image of the Tourism Office on the competitiveness of beach and island tourism in Lampung Province. This research uses mixed methods, namely qualitative and quantitative (mixed method). This approach was chosen because it is considered capable of providing an in-depth and detailed understanding of the effect of service quality and the destination image of the Tourism Office on the competitiveness of beach tourism in Lampung Province. The results of this study indicate that there is a positive and significant effect of service quality on the competitiveness of beach and island tourism in Lampung Province. There is a positive and significant influence of destination image on the competitiveness of beach and island tourism in Lampung Province. Then, service quality and destination image together have a positive and significant effect on the competitiveness of beach and island tourism in Lampung Province.