Identifikasi Karakteristik, Motivasi, dan Segmentasi Wisatawan Lokal Ekowisata Bendungan di Masa Pandemi Covid-19 (Studi Kasus: Jatiluhur Valley & Resort)

Syarifatul, Aisah (2021) Identifikasi Karakteristik, Motivasi, dan Segmentasi Wisatawan Lokal Ekowisata Bendungan di Masa Pandemi Covid-19 (Studi Kasus: Jatiluhur Valley & Resort). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pariwisata mempunyai dampak besar terhadap perekonomian Indonesia. Namun, adanya pandemi COVID-19, memaksa banyak industri wisata terancam bangkrut. Jatiluhur Valley & Resort merupakan salah satu unit usaha pariwisata di area bendungan Jatiluhur, bendungan terbesar dan bersejarah serta berpotensi menjadi daya tarik wisata unggulan di Jawa Barat. Adanya peraturan khusus dari pemerintah untuk mencegah penyebaran COVID-19 yang membatasi mobilitas masyarakat, memaksa perusahaan harus mampu beradaptasi. Dalam upaya tersebut, perusahaan perlu memahami karakteristik, motivasi dan segmentasi wisatawannya saat ini. Penelitian ini menggunakan metode kuantitatif yang bersifat eksploratif dengan data yang dikumpulkan melalui survei dan responden sejumlah 268. Data dianalisis menggunakan analisis deskriptif, analisis faktor eksploratif dan segmentasi non-hierarki k-means. Sebagian besar wisatawan berumur 17-25 tahun yang berasal dari Purwakarta, Bandung, dan Jakarta. Dihasilkan dua dimensi utama motivasi berwisata pada ekowisata bendungan yaitu motivasi pengembangan diri dan motivasi rekreasi. Wisatawan juga disegmentasikan berdasarkan motivasinya menjadi empat segmen, yaitu segmen yang tidak memiliki motivasi berwisata khusus, segmen bermotivasi pengembangan diri, segmen bermotivasi rekreasi, dan segmen dengan motivasi ganda yaitu pengembangan diri dan rekreasi. Hasil dari penelitian ini memungkinkan perusahaan untuk dapat mengembangkan strategi pemasaran yang lebih efektif dan efisien.
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Tourism has a major impact on the Indonesian economy. However, due to the COVID-19 pandemic, many tourism industries are threatened with bankruptcy. Jatiluhur Valley & Resort is one of the tourism business units in the Jatiluhur dam area, the largest and historic dam, and has the potential to become a leading tourist attraction in West Java. The existence of special regulations from the government to prevent the spread of COVID-19 which limits people's mobility forces companies to be able to adapt. In this effort, companies need to understand the characteristics, motivations, and segmentation of their current tourists. This study uses an exploratory quantitative method with data collected through surveys and 268 respondents. The data were analyzed using descriptive analysis, exploratory factor analysis, and non-hierarchical k-means segmentation. Most of the tourists are aged 17-25 years from Purwakarta, Bandung, and Jakarta. Two main dimensions of motivation to travel on dam ecotourism were produced, namely self-development motivation and recreation motivation. Tourists are also segmented based on their motivation into four segments, namely a segment that does not have a special travel motivation, a self-development motivation segment, a recreation motivated segment, and a segment with multiple motivations, namely self-development and recreation. The results of this study allow companies to be able to develop more effective and efficient marketing strategies.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	ekowisata bendungan, motivasi, pandemi COVID-19, segmentasi non-hierarki K-Means, dam eco-tourism, motivations, non hierarchical K-means segmentation, pandemic COVID-19
Subjects:	H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HE Transportation and Communications > HE1976 Tickets H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5549.5.P7 Promotions.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Syarifatul Aisah
Date Deposited:	05 Aug 2021 08:17
Last Modified:	05 Aug 2021 08:17
URI:	http://repository.its.ac.id/id/eprint/84908

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