International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8, Issue- 9S2, July 2019 105 Published By: Blue Eyes Intelligence Engineering & Sciences Publication Retrieval Number: I10210789S219/19©BEIESP DOI : 10.35940/ijitee.I1021.0789S219 Abstract: Tourism industry becomes a productive economic sector in the world. Nowdays, tourism industry in every country vary and is potentially to developed, especially in Indonesia. North Sumatera is one of the priority provinces for tourism development in Indonesia. One of the most popular tourism destinations in North Sumatera is Samosir Island Lake Toba. This research aims to analysis the influence of accommodation and destination in North Sumatera Tourism Industry. The population of this study is local tourist and international tourists visiting Tourist Destination in North Sumatera. Sample of this study is 250 respondents. Data analysis was used by software of Amos 22 with Structural Equation Modeling (SEM). The results of study prove that accommodation and destination have positively and significantly effeted to tourist satisfaction, the communication and hospitality of human aspect in providing services to the tourist are more concerned to improve. In terms of developing human aspect of accommodation and destination in North Sumatera, tourism industry needs to be focussed on two aspects, namely: hospitality and communication skill. Proposed idea in improving the human aspect of the tourism industry is enchanging the creation of hybrid tourits satisfaction. Keywords: Communication, Hospitality, Hybrid Tourist Satisfaction I. INTRODUCTION Tourism has been an activity of economics with highest increase rate in the world. The development of the industry reaches to approximately 2,57 trillion US in 2017. In fact, most of countries in the world have a productive asset of tourism to develop. The competitiveness of Indonesia in the tourism industry is being improved to 9 th from 50th in 2018, but still behind China and Singapore. In addition, UNWTO recorded that Indonesia is one of 10 countries in the world most competitive in managing tourism industry (UNWTO, 2018). In catching up growth rate of Indonesia tourism industry, its need to do development, such ability to generate the tourism satisfaction. The research of Parasuraman et all (1985) concluded that the rate of satisfaction is the outcomes of the comparison between perceived and required services. Perceived services of tourist are in accordance with the expected services, they will satisfy (Cronin et al, 2000). The main factor investigated in evaluating after – sales tourist destination is the tourist satisfaction (Oliver, 1981; Choi and Chu, 2001; Petrick, 2002, 2004). North Sumatera is one of the province, which has a potential tourism industry in Indonesia. In March 2018, the number of international tourists‟ visited North Sumatera still relatively low reach until 4,26% from 2017. The realization of tourism marketing in North Sumatera is left far behind than other province in Indonesia. In addition, it can be a driving force for the growth in other related sectors (Tarmizi, et al, 2016). In the service industry, quality is a prerequisite to satisfy the consumers (Wood, 1991). For the tourism industry, satisfying the tourists is very important, because the tourist‟s satisfaction is the basis for tourist loyalty and recommendation to other tourists (Tornow and Wiley, 1991). If the tourism marketers succeed in developing the high quality tourism services that satisfy the consumers, the company will gain a competitive advantage for its excellent services which are very difficult to replicate. An excellent service is a powerful weapon in the competition. In addition, it is also a competitive coup for the company (Howcroft, 1991; Berry and Parasuraman, 1991; Bennett and Higgins, 1988). Traveler satisfaction is strongly affected by the service quality, perception and experience of tourism destination they visited. This research is intended to respond to the developments of the tourism environment in North Sumatera Province, which has potential tourism industry to grow. The focus of research is tourists from the international and national tourists that also become as the respondents. Furthermore, the tourism industry will be increased by offering a hybrid tourism services to the customers. II. LITERATURE REVIEW 2.1. Tourist Satisfaction Satisfaction is defined as a pleasurable feeling of fulfillment resulting from the customer's comparison of product performance to some pre purchase standard (Oviedo - García, Vega - Vázquez, Castellanos Verdugo & Reyes - Guizar, 2014). Baker and Crompton (2000) define tourist satisfaction as an individual emotional state after experiencing the trip. Understanding tourist satisfaction is of extreme importance for the tourism industry, particularly because of its effect on their future economic (Sadeh, Asgari, Mousavi, & Sadeh, 2012). Gursoy, Mccleary, and Lepsito (2007) also acknowledge the value of tourist satisfaction in determining the success and continued existence of tourism business. This is mainly because tourist satisfaction is a clear measure of how well an organizational product is doing in relation to a set of customer requirements. 2.2. Tourist Destination and Tourist Satisfaction The Influence of Human Aspect of Accommodation and Destination on Tourist Satisfaction Pantas H. Silaban, Arsen Pasaribu, Andri D. K. SIlalahi