摘要：Applying of an authonomy, government has the authority of natural resource and its asset included tourism objects. The result of previous research showed that tourism object attributes have positive significantly impacted to make tourist image. Tourist image has positive and significant impact on tourist behavior to visit the tourism object in Malang Distric, East Java. This matter showed that tourist positive image has urgent position in visiting decision making process. The purposes of the research are 1) to describe the application of SERVQUAL dimension, 2) to describe the tourist image in the application of SERVQUAL dimension, 3) to know SERVQUAL dimension that make positive tourist image, and 4) to know SERVQUAL dimension that dominantly impacts positive tourist image on Beach as tourism object in Malang, East Java. The population in this research is tourist that visit The Beach in Malang on June and July 2009, that infinite in amount. The sample in this research are 150 people. The results of this research are that from five SERVQUAL dimensions (tangibles, reliability, responsiveness, empathy and assurance), tangibles and reliability have dominant impact on tourist image; therefore these two dimensions need to be consider by the Tourism Office.
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