DESIGNED MARKET SEGMENTATION BASED ON CONSIDERATION FACTORS OF TOURISM DESTINATION CHOICE IN KOTA BANDUNG

• Main Author: IKA WAHYUNI NIM 13414070, YESTI
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31737
• Institution: Institut Teknologi Bandung

Tourism is a sector used as a leading sector by the government. This sector is expected to be <br /> <br /> the highest foreign exchange contributor for Indonesia in 2019. West Java as the provinces <br /> <br /> whose highest population and located near with Indonesia’s capital be able to place in second <br /> <br /> position as the province most visited by domestic tourists. Kota Bandung as West Java’s capital <br /> <br /> is a city whose highest tourism index in 2017 be able to attract domestic tourists staying <br /> <br /> overnight for 4.624.621 visitors and 1.431.290 domestic tourists visited tourism destination in <br /> <br /> 2016. The highest number visited of domestic tourists come from different background and <br /> <br /> characteristics whose variety tourism destination choice consideration become push factor for <br /> <br /> doing research about segmentation of Kota Bandung tourism market. Therefore, this research <br /> <br /> aims to design market segmentation based on factors considered by domestic tourists in <br /> <br /> tourism destination choice at Kota Bandung. <br /> <br /> The factors considered by domestic tourists in tourism destination choice at Kota Bandung <br /> <br /> obtained from model development based on literature which produce 14 latent variables and <br /> <br /> 58 indicators. These variables then being analyzed using factor analysis for grouping the <br /> <br /> variables based on the result of respondent answer in this research. The processing continue <br /> <br /> with cluster analysis for designing market segmentation. <br /> <br /> Based on factor analysis method, 54 indicators and 13 constructs or latent variables were <br /> <br /> obtained that were matched with the method criterion. Constructs obtained are destination <br /> <br /> atmosphere and facility, leisure destination, environmental quality, social and educational, <br /> <br /> accessibility, health and visiting, self recovery, self esteem, culture destination, building <br /> <br /> development, physical resources, tourist infrastructure, and pleasure. Then, using cluster <br /> <br /> analysis method, obtained two segments of Kota Bandung tourism market which are nature <br /> <br /> tourist and recreation tourist. Nature tourist is dominated with tourist whose really considered <br /> <br /> about scenery variable. Meanwhile recreation tourist is dominated with tourist whose really <br /> <br /> considered about theme parks and sports activities variables.