Understanding community roles in promoting local tourism: Insights from visitors to Pemandian Jambur Teka in South Aceh

Abstract

This study aims to examine the influence of promotion, location, and visitor behavior on the intention to visit Jambur Teka Public Bath in South Aceh. The research adopts a quantitative approach, targeting individuals who have previously visited the site. A purposive sampling method was employed, resulting in a sample of 96 respondents. The findings indicate that promotion, location, and visitor behavior each significantly impact visit intention, individually and collectively. These results emphasize the importance of strategic promotion and understanding visitor preferences in enhancing local tourism. The study also offers insights for strengthening community-based tourism initiatives in rural areas.