LOCAL TOUR GUIDE AND TOUR LEADER WILLINGNESS TO ACCEPT TOURISM MARKETPLACE IN INDONESIA “A STUDY CASE OF TRAVANA”

• Main Author: Esti Lutfiana, Sri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52094
• Institution: Institut Teknologi Bandung

TRAVANA, as a new business idea in the tourism technology sector (tourism marketplace) in Indonesia, has many things to prepare in the development process. What is very important in creating a business is ensuring that TRAVANA's business ideas are accepted by the targeted market (users) and are able to provide products that suit their needs. Of these interests, TRAVANA must know the acceptance of potential users, they are the local tour guide and tour leader by TAM method with usefulness and ease of use as free variables and intention to use as the dependent variable. To obtain the research results, a descriptive analysis, simple linear regression and multiple linear regression was carried out from the questionnaire results of 100 respondents. As many as 68% of respondents have never used a similar marketplace platform to market and sell their tourism services so that their existence is only known to certain people. More than 50% of their business is 3 years old and under. So far they have used social media and relationships to get customers. The impact of this pandemic has made their economy sink and need efforts to revive the local tourism sector according to the campaign conducted by the ministry of tourism and the creative economy through digital so that TRAVANA is expected to be a new breakthrough for the Indonesian tourism industry. The results of quantitative analysis showed that there is a true relationship between TAM (perceived usefulness and perceived ease of use) and the intention to use of local tour guides and tour leaders. Based on the assessment and research results, it turns out that local tour guides and tour leaders in accepting TRAVANA technology as a marketplace for marketing and selling tourism services with the highest score are the perception of usefulness (82.93%), the perception of ease of use (78.83%). However, ease of use has the most significant relationship (0.495) with the intention of using TRAVANA by local tour guides and tour leaders. In short, this research will be useful for TRAVANA as a reference in developing applications that suit users' desires and developing strategies based on research results.