Analysis Of The Effect Of Cultural Festivals And Destination Image On Tourist Satisfaction During The Chinese New Year Festival In The Glodok Chinatown Area

Randy Dhanka; Sofiani

doi:10.63922/ijebir.v5i04.4490

Randy Dhanka Hospitality & Tourism, Bunda Mulia University
Sofiani Hospitality & Tourism, Bunda Mulia University

DOI: https://doi.org/10.63922/ijebir.v5i04.4490

Keywords: Cultural Festival, Destination Image, Event Tourism, Tourist Satisfaction, Urban Heritage Tourism

Abstract

This study analyzes the influence of cultural festivals and destination image on tourist satisfaction at the Chinese New Year Festival in Glodok Chinatown, Jakarta, which represents urban cultural heritage tourism with a blend of cultural traditions and modern tourism experiences. The study used an associative quantitative approach with a survey design, where data were collected through a Likert-scale questionnaire from 215 respondents selected using a purposive sampling technique with an unknown population. Instrument testing was carried out through validity and reliability tests, while data analysis used descriptive statistics, classical assumption tests, and multiple linear regression. The results showed that cultural festivals and destination image had a positive and significant effect on tourist satisfaction both partially and simultaneously, where the festival atmosphere, cultural experiences, and destination image significantly influenced satisfaction despite the challenge of visitor density. In conclusion, cultural festivals and destination image were proven to increase tourist satisfaction and strengthen return intention and positive recommendations for the Chinese New Year Festival in Glodok

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