THE STUDY OF PUSH AND PULL MOTIVATION EFFECT TOWARDS WILLINGNESS TO VISIT OF STUDENTS IN BANDUNG: CASE STUDY CILETUH UNESCO GLOBAL GEOPARK, SUKABUMI, WEST JAVA, INDONESIA

• Main Author: Abdurrahman Wicaksana / 29116432, Hanif
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27685
• Institution: Institut Teknologi Bandung

Ciletuh UNESCO Global Geopark is the new tourism destination in Indonesia. Ciletuh UGG offered various attraction consists of geodiversity, biodiversity, and culture diversity. Ciletuh also provides three main activity consists of conservation, education, and sustainable development for local people. Forthe growth in the tourism business, Ciletuh is managed by PAPSI (Paguyuban Alam Pakidulan Sukabumi) as a local community in Ciletuh. PAPSI haddone business from 2013 when Ciletuh established until now without doing any research regarding its customer. But, since the tourism industry grows and becoming more competitive, there is a challenge from tourism industry that force PAPSI to do a research based on motivation towards its customer to know the driving force that makes them visit Ciletuh UGG. Following the positive trends of visitors that shows a majority of Ciletuh visitor is a student, PAPSI wants to compare their product and services to the motivation of students. This research purposed to give a problem solving towards PAPSI. This researchconducted a study about the comparison of Ciletuh product and services using 4Ps analysis (Product, Price, Place, and Promotion) and customer analysis using regression analysis. Beside that, this research also comparing the internal analysis of PAPSI with the external factor using PESTLE and Porter’s 5 Forces analysis. The study summarized in cause analysis and found that PAPSI has unclear 4Ps. This research is also giving a problem-solving analysis and action plan to enhance PAPSI internal condition using the 4Ps framework. From a product point of view, PAPSI must develop a facilities consists of a platform to enhance the views of Ciletuh UGG attraction, convenience road to access the location of an attraction, tools to support various tourism activities, gallery, and a clear sign for direction. They also have to make a standard price for their customer and post for entrance. Moreover, they have to do more utilization for their social media, especially youtube, and do a campus roadshow to attract more customer.