THE INFLUENCE OF TOURIST ATTRACTION POSITIONING ON TOURIST DECISIONS TO VISIT THE ‘XYZ’ IN SAMARINDA, INDONESIA

To develop a good image, a tourist attraction must have good positioning so that it creates a positive impression and invite tourists to visit. This research aims to examine the influence of the positioning of a tourist attraction, consisting of experimental concept, price concept, and product attribute concept variables, on tourists' decisions to visit the "XYZ" tourist attraction in Samarinda. This quantitative study involved 100 tourist respondents who visited the "XYZ" tourist attraction in Samarinda, selected using non-probability purposive sampling technique. Data analysis in this research employed multiple linear regression. Data was processed using SPSS 27.00 for Windows. The results of the study show that the positioning of the tourist attraction consisting of experimental concept, price concept, and product attribute concept variables has a positive and significant impact on tourists' decisions to visit the "XYZ" tourist attraction in Samarinda. The product attribute concept variable is a dominant factor influencing tourists' decisions to visit the "XYZ" in Samarinda, with a coefficient value of 0.398, followed by the experimental concept variable with a coefficient value of 0.249, and the price concept variable with a coefficient value of 0.218.