MILLENNIALS AND GEN Z TOURIST SATISFACTION TOWARD THE IJEN GEOPARK TOURISM AREA

• Main Author: Amalia Ghassani, Shabrina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74633
• Institution: Institut Teknologi Bandung

Ijen Geopark is a geographical area developed through the principles of conservation, education, and sustainability. The Ijen Geopark area is in Banyuwangi Regency and Bondowoso Regency. Registration of the Ijen Geopark as a member of the UNESCO Global Geopark through the Indonesian National Commission for UNESCO or the KNIU of the Ministry of Education and Culture has had a positive impact through promotion and increasing community involvement in efforts to preserve natural and cultural wealth in the Ijen Geopark. Millennials and generation z are included in the potential tourist market, considering that the age range of millennials and generation z is in the age range for those who travel. In addition, millennials and generation z are generations who use the internet and gadgets in their daily activities, thereby influencing the tendency to look for references about tourist attractions from the internet. In connection with the potential of millennials and generation z tourists to have a positive impact on the development of the Ijen Geopark, research is needed on tourist satisfaction with tourism performance and services at the Ijen Geopark. This study aims to determine the compatibility between expectations and performance of tourism aspects in the Ijen Geopark based on millennials and generation z perceptions, grouping each aspect of tourism based on expectations and performance, and millennials and generation z tourist satisfaction with the Ijen Geopark tourism area. This study uses a quantitative descriptive method, specifically the Importance Performance Analysis (IPA) and the Tourism Satisfaction Index. The primary data used in this study were obtained by distributing questionnaires to respondents who are tourists at the Ijen Geopark and still belong to the millennials and z generations. The secondary data used in this study were obtained from websites and official publications of the Ijen Geopark management. The stages of this research began with collecting primary data through distributing questionnaires to tourists at tourist attractions in the Ijen Geopark area which are still classified as millennials and z generations, in addition to collecting primary data from websites and official publications issued by the management of the Ijen Geopark. After the questionnaire quota was met, an analysis of conformity of expectations and performance was carried out based on the perceptions of millennials and generation z tourists using the Importance Performance Analysis (IPA) method, after which tourism aspects were grouped into the IPA quadrant. Furthermore, the calculation of the satisfaction index is carried out through the calculation of the Tourism Satisfaction Index (TSI). The results showed that the aspect that had the highest suitability value was the wilderness experience, namely 98.5%, while the aspect that had the lowest suitability level was the availability/affordability of the internet network, namely 73.3%. Aspects included in quadrant I IPA include ease of access to attractions, quality of roads at attractions, smooth traffic, cleanliness of inns, and availability/affordability of internet networks. Aspects that are in quadrant I are aspects that are a top priority to be addressed quickly. Aspects included in quadrant II IPA include natural beauty, sightseeing/sightseeing experience, and the friendliness of staff/innkeepers. Aspects that are in quadrant II are aspects that have good performance and have met tourist expectations. Aspects included in quadrant III include the affordability of lodging prices and the availability of public facilities. Aspects contained in quadrant III are aspects that do not provide achievement because expectations and performance are low. Aspects included in quadrant IV include diversity of culture and traditions, diversity of plants and animals/flora- fauna, experiences of trekking, hiking, sporty adventure and local activities, experiences of the outdoors (wilderness experience), and quality of local food. Aspects that are in quadrant IV are aspects that are the last priority to be improved because the performance provided has exceeded tourists’ expectations. The Tourism Satisfaction Index (TSI) for millennials and generation z tourists is 77.93% and is included in the satisfied category