Interpersonal Factors: Visitor Behavior at Way Halim Sports Activity Area as an Urban Tourism in Bandar Lampung, Indonesia

Urban tourism has become a significant trend in the current era, as people increasingly seek unique and active travel experiences when visiting major cities. One popular form of urban tourism is participating in physical and recreational activities in public areas such as the Wayhalim Public Sports Center (PSC). Wayhalim PSC is an urban tourism destination located in Bandar Lampung, Indonesia. The diverse facilities, not only for sports purposes, make Wayhalim PSC an urban tourism hotspot due to its recreational and sports facilities, accessibility, and integration within the urban environment. This study analyzes the five interpersonal factors on visitor behavior: culture, reference groups, social class, opinion leaders, and family. These factors play a crucial role in shaping the behavior and decisions of visitors when visiting attractions. Based on the findings of this research, all elements demonstrate relatively insignificant differences in values, with no substantial differentiation, in the Likert Scale (1-5), ranging from 2.94 to 3.32. This indicates that all factors play a balanced role in visitor behavior. However, the opinion leader factor exhibits the lowest influence, with a value of 2.94. Therefore, it is recommended that government authorities and influential figures provide more frequent real-life examples in the future. By adopting such strategies, they can effectively leverage their positions to create a more dynamic and appealing environment at the Wayhalim PSC. Consequently, this can attract more visitors, bolstering the facility's reputation as a desirable urban tourism destination. The increased engagement and endorsement from opinion leaders and key figures will foster a sense of excitement and curiosity among the public, ultimately driving more individuals to visit the Wayhalim PSC and experience its diverse range of recreational and sports facilities.