Tourism Village Competitiveness Study; the Influence of Tourist Attraction and Services Mediated by Role Motivation on Tourist Visit Decisions at Tourism Villages in Malang Regency

The aim of the study was to analyze the model of tourist attraction and service mediated by role motivation on the decision to visit tourists at tourist villages in Malang district. This study employes quantitative approach, data collection methods through surveys by conducting interviews with tourism village managers and distributing questionnaires via Google form to respondents who visit tourist villages in Malang district. The sampling technique used random sampling with a total of 400 respondents. Data analysis techniques using Structural Equation Modeling (SEM). The test results of the research instruments show that the instruments are valid and reliable for measuring research variables, namely core resources and key attractors tourism services, role motivation and tourist visit decisions. The results of the model test show that the fit model means that the resources and attractiveness of the tourist village and the services of the tourist village have an effect on role motivation and the decision to visit tourists. Based on tourist perceptions, not only resources, natural attractions but also culture are very strong factors in tourist visit decisions. Tourism services that perform very well are shown by not only the availability of adequate number and quality of accommodation for tourists but also the quality of services from highly qualified tour staff. The motivation of tourists who encourage tourist visits to tourist villages is because they want to get out of their daily activities (escape) to feel relaxed and socialize, showing a very strong category.The decision to visit was made by searching for information through social media and references from colleagues. Evaluation of tourists through the level of repeated visits and willingness to share experiences with colleagues has a good category