Endarwati, Sulih (2019) Arahan Pengembangan Heritage Tourism Kawasan Cagar Budaya Benteng Pendem Van Den Bosch Kabupaten Ngawi melalui Segmenting dan Targeting Wisatawan. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Heritage tourism telah menjadi salah satu segmen industri pariwisata yang perkembangannya paling cepat dan trend baru bagi wisatawan untuk mencari sesuatu yang baru yang unik dan autentik dari sebuah kebudayaan. Kawasan Benteng Van Den Bosch Kabupaten Ngawi telah ditetapkan sebagai kawasan cagar budaya dan pariwisata budaya, namun hingga saat ini belum mencapai target jumlah pengunjung yang optimal. Dalam kaidah ilmu pemasaran, salah satu strategi dalam meningkatkan jumlah konsumen ditempuh dengan mensegmentasi pasar dan melakukan targeting pada salah satu segmen yang dituju. Berangkat dari perspektif tersebut, penelitian ini bertujuan untuk mengetahui bagaimana segmentasi yang ada di Kawasan wisata budaya Benteng Pendem Van De Bosch dengan menggunakan kombinasi kuantitatif dan kualitatif. Hasil dari penelitian ini yakni: 1). terdapat lima klasifikasi wisatawan (segmen) yaitu wisatawan Pleasure Seeker/Pencari Kesenangan, Up to Date/Kekinian, Public Transportation Enthusiasts/Pengguna Transportasi Umum, Wifi User/Pengguna Wifi, Typical Food Explorer/PengeksplorMakanan Khas. 2). Pendalaman lebih lanjut, didapatkan bahwa pengembangan yang diharapkan oleh segmen yang ditarget (Wisatawan Up to Date) yaitu arahan secara umum dan spesifik meliputi pengembangan fisik dan non fisik pada kawasan.
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Heritage tourism has become one of the fastest-growing segments of the tourism industry and a new trend for tourists to look for something new that is unique and authentic from a culture. The Fort Van Den Bosch area of Ngawi Regency has been designated as a cultural heritage and cultural tourism area, but until now it has not reached the optimal target number of visitors. In the rules of marketing science, one strategy in increasing the number of consumers is by segmenting the market and doing targeting in one of the targeted segments. Departing from this perspective, this study aims to find out how the existing segmentation in the cultural tourism area of Benteng Pendem Van De Bosch uses a combination of quantitative and qualitative. The results of this study are: 1). there are five classifications of tourists (segments), namely travelers Pleasure Seeker, Up to Date, Public Transportation Enthusiasts, Wifi Users, Typical Food Explorer. 2). Further deepening, it was found that the development expected by the targeted segment (Tourist Up to Date) is a general and specific direction covering physical and non-physical development in the region. Keywords: Segmenting and targeting, Heritage Tourism Development, Pendem Van Den Bosch Fort Area.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSPW 711.4 End a-1 |
| Uncontrolled Keywords: | Segmenting dan targeting, Pengembangan Heritage Tourism, Kawasan Benteng Pendem Van Den Bosch |
| Subjects: | G Geography. Anthropology. Recreation > GF Human ecology. Anthropogeography H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HM Sociology |
| Divisions: | Faculty of Architecture, Design, and Planning > Regional and Urban Planning > 35201-(S1) Undergraduate Thesis |
| Depositing User: | Sulih Endarwati |
| Date Deposited: | 14 Apr 2025 01:33 |
| Last Modified: | 14 Apr 2025 01:33 |
| URI: | http://repository.its.ac.id/id/eprint/67927 |
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