Post Launching "Southern Paradise" as a City Branding of Trenggalek Regency: The Role of Transaction Service Convenience as Mediation on Tourist Satisfaction

Abstract

The purpose of this study is to prove the TSC as a mediating variable between the influence of attraction, amenities, accessibilities to the satisfaction of the tourists after the launching of the ―Southern Paradise‖ as a city branding the regency of Trenggalek. The population in this research is all the tourists who visit the tourist area in the Sub district of Watulimo, Trenggalek and accidental sampling was used as sampling technique. This study used SEM, which is based on the evaluation of the relationship of interdependence between variables to be studied. The results show that four hypotheses are accepted, namely attraction, amenities affect the TSC travelers. Attraction and TSC tourists also influence tourist satisfaction. On the other hand, three hypothesis of the other is rejected, i.e. the accessibilities do not affect the TSC travelers, and amenities and accessibilities also does not affect the satisfaction of tourists. The results showed TSC in this study have a considerable effect on the formation of tourist satisfaction while visiting on a tourist area.