ANALYZING FACTORS THAT INFLUENCE THE GENZ UNIVERSITY STUDENTS TO VISIT HIDDEN GEMS DESTINATION : SINGGAH COMPANY CASE

• Main Author: Ainaro Damanik, Gugun
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75539
• Institution: Institut Teknologi Bandung

In Indonesia, the development of the tourism sector has a large influence on economic development. The development of the tourism industry encourages the growth of various types of tourism, including hidden-gems tourism, a new type of tourism that refers to the exoticism of natural beauty, culture and tradition, prioritizing authenticity and uniqueness as the main attraction. However, the priority for tourism development is currently only focusing on superior destinations, so that the development of hidden gems tourist destinations is still lacks and needs a lot of development. Singgah, one of the start-ups that focuses on offering tours to hidden gems destinations faces a problem, namely the lack of intention of their target market, Gen-Z, especially students, to visit hidden gems destinations. Based on existing data, Gen-Z is the largest population in Indonesia which has the potential to become visitors to hidden gems tourist destinations, due to the characteristics of this generation who like challenges and try new things. The purpose of this research is to analyze the factors that influence Gen-Z intentions to visit hidden gems tourist destinations. Researchers used Survey methods with a quantitative approach by distributing questionnaires, and data analysis using multiple linear regression methods. Respondent criteria are set at 15-26 years old, students, live or domiciled in West Java and have visited hidden gems destinations. 107 respondents filled out this Questionnaire. Through analysis, researchers found that word of mouth is a variable that significantly influences Gen-Z intentions to visit hidden gems destinations. This research helps the tourism business industry including Singgah in a strategy to increase interest in visiting hidden gems tourist destinations.