ANALISA DAYA TARIK DAN AKSESIBILITAS WISATA TENTANG ALASAN KUNJUNGAN DI TAMAN WISATA UMBUL SQUARE KABUPATEN MADIUN

This study analyzes tourists' understanding of tourist attractions and accessibility in their decision to visit Umbul Square Tourism Park using the Theory of Planned Behavior (TPB) framework proposed by Icek Ajzen (1991). In this study, four stakeholder groups—managers, local communities, traders, and visitors—were involved with 35 informants selected through purposive sampling. The research method used was descriptive qualitative with data collection techniques through in-depth interviews, observation, and documentation. The results of the study indicate that all informant groups want to return to Umbul Square for reasons depending on certain conditions, including: facility improvements, cleanliness maintenance, the addition of new rides, and interesting special events. The management's efforts are strongly committed to continuously improving the destination through membership programs, routine activities, and plans to add new rides. If there is free time and facilities are continuously improved, the local community will be happy to return. Traders want to remain operating at the location and hope to be able to better manage it to attract more visitors. Most visitors will return if there are facility improvements, cleanliness maintenance, the addition of new rides, and interesting special events.