ANALYSIS OF THE PRIORITY FACTORS INFLUENCING TOURISTS’ INTEREST IN VISITING YOGYAKARTA USING THE AHP METHOD

Abstract

This study investigates the priority factors influencing tourists’ interest in visiting the Special Region of Yogyakarta (DIY), Indonesia, using the Analytical Hierarchy Process (AHP). The research aims to identify the relative importance of the four key tourism dimensions (attraction, accessibility, amenities, and ancillary Services) and their corresponding sub-criteria to support evidence-based tourism development and infrastructure planning. Primary data were collected through pairwise comparison questionnaires distributed to 151 domestic tourists who had visited DIY within the previous year. Respondents were selected using purposive sampling, and individual judgments were aggregated using the geometric mean method before conducting the AHP analysis. Priority weights were calculated through eigenvector analysis, while the reliability of the pairwise comparisons was evaluated using the Consistency Ratio (CR), with all matrices satisfying the acceptable threshold (CR < 0.10). The results indicate that Accessibility is the most influential factor affecting tourists’ intention to visit DIY (0.32), followed closely by Attraction (0.31), while Amenities (0.19) and Ancillary Services (0.18) play complementary roles. At the sub-criterion level, transportation access emerged as the highest priority within Accessibility, cultural uniqueness was the most influential attraction factor, facility cleanliness ranked highest among Amenities, and tourism information was identified as the most important Ancillary Service. These findings demonstrate that improving regional connectivity should be complemented by preserving cultural identity, maintaining high-quality public facilities, and strengthening digital tourism information services. The study provides practical recommendations for tourism authorities and policymakers to prioritize infrastructure investment, cultural preservation, sanitation management, and integrated information systems to enhance destination competitiveness and improve the overall tourist experience in Yogyakarta.