ANALYSIS OF SWITCHING BEHAVIOR OF NATURAL TOURISM OBJECTS IN BANDAR LAMPUNG CITY

The trend of tourism service needs for urban communities continues to increase so tourism service providers are required to always provide the best services and facilities so that consumers feel satisfied and loyal. In the city of Bandar Lampung there are many natural tourist attractions, such as Bukit Aslam, Lengkung Langit, and Wira Garden. The number of visitors tends to fluctuate, inadequate facilities and services trigger consumers to move to other tourist attractions to increase satisfaction. The form of descriptive research with independent variables, without comparing or similarity with other variables. The Markov Chain approach to describe the tendency of visitors to move to natural tourist attractions. The number of the research population is not known for certain; the sample was 200 people with a sampling technique using purposive sampling . The results of the study, the shift of visits from Bukit Aslan Tourism Object to other Tourism Objects, the attrition rate is 111%. The decline in Bukit Aslan's market share to 26% in the future market share. The shift of visits from Lengkung Langit Tourism Object to other Tourism Objects is sufficient (attrition rate) of 53%. The decline in market share will come from 47% to 21%. The migration from Wira Garden Tourism Object to other Tourism Objects is 53%. The possibility of future market share increasing from 11% to 16%. The migration of visits from other tourism objects to Bukit Aslan, Lengkung Langit, and Wira Garden Tourism Objects tends to be low. The possibility of migration (attrition rate) is 24% for the future market share.