PENGARUH KUALITAS PELAYANAN, PENGALAMAN EMOSIONAL POSITIF, NILAI PELANGGAN TERHADAP KEPUASAN PELANGGAN WISATAWAN TAMAN WISATA SENGKALING MALANG

This study aims to analyze the influence of service quality, positive emotional experience, and customer value on tourist satisfaction at Sengkaling Recreational Park, Malang. The background of this research is based on the fluctuation in visitor numbers and the importance of service quality in creating customer satisfaction. The research method employed was quantitative with an explanatory research approach. Data were collected through questionnaires distributed to 140 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that all three independent variables service quality, positive emotional experience, and customer value significantly affect tourist satisfaction. Among them, positive emotional experience proved to be the most dominant variable influencing satisfaction. These findings highlight that memorable emotional experiences play a crucial role in shaping tourist satisfaction, alongside service quality and perceived value. This study is expected to provide theoretical contributions to the development of tourism management as well as practical recommendations for the management of Sengkaling Recreational Park to enhance service strategies and destination attractiveness.