Community Welfare in the Pantai Labu Tourism Area: How to Create Tourist Satisfaction and Loyalty

Abstract

Pantai Labu is amongst of the popular destination for tourist in Deli Serdang Regency in North Sumatera Province, Indonesia. Its stunning natural beauty and various facilities available to attract many tourists to visit. The purpose of this study is to examine community welfare in the popular tourist destination of Pantai Labu. In this study, survey approaches conducted using quantitative method. Data was collected through questionnaires distributed to 201 tourists at Pantai Labu. Data were using structural equation modeling (SEM) to determine the level of tourist satisfaction and its relationship with community welfare. The result of the study show that tourist satisfaction is relatively high with the natural beauty, facilities and services availability. Tourists tend to return to Pantai Labu in the future and recommend it to others. Additionally, the study shows a positive correlation between the welfare of the community and visitor satisfaction, indicating that the advantages of tourism go beyond the unique experiences of individual visitors and enhance the general well-being of the local population. The findings highlight how crucial it is to preserve and improve Pantai Labu's tourism services in order to maintain visitor happiness and promote long-term community development.