The Attraction of Beach Tourism in Lampung and Its Influence on Tourist Interest

Abstract

Tourism plays an important role in regional economic development, and beach tourism is one of the main attractions
in Lampung. This study aims to analyze the attractiveness of beach tourism in Lampung and its influence on tourists'
interest. Various factors such as natural beauty, accessibility, facilities, environmental sustainability, and promotional
efforts are examined to determine their impact on tourists' interest in visiting. This study uses a Likert scale by
distributing questionnaires through a purposive sampling method to 200 respondents, with Smart PLS 3.0 as the
analytical tool. The results indicate that natural beauty, well-maintained infrastructure, and effective marketing
strategies significantly influence tourists' interest. However, several challenges such as waste management, security
issues, and limited public transportation remain obstacles in the development of beach tourism in this region. Findings
from this study suggest that improving beach management, strengthening promotional strategies, and implementing
sustainable tourism practices can further enhance tourists' interest in Lampung's beach destinations. This research
provides valuable insights for local governments, tourism stakeholders, and business operators in developing more
competitive and attractive beach tourism.