REDEFINING GENERAL PUBLIC SEGMENT IN KUSTOMFEST: A RESEARCH ON VISITOR MOTIVES IN ATTENDING A KUSTOM KULTURE FESTIVAL
The Indonesian creative economy has seen substantial growth, with creative tourism emerging as a key driver. This study focuses on Kustomfest, the Indonesian Kustom Kulture Festival, recognized as one of the largest Kustom Kulture hubs in the country. Between 2019 and 2023, there was a notable shift...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/84350 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Indonesian creative economy has seen substantial growth, with creative tourism emerging as a key driver. This study focuses on Kustomfest, the Indonesian Kustom Kulture Festival, recognized as one of the largest Kustom Kulture hubs in the country. Between 2019 and 2023, there was a notable shift in the festival's audience composition, with the general public now forming the majority segment. The research aims to identify and analyze the key motives driving the general public to attend Kustomfest, segment the market based on these motives, and examine the socio-demographic profiles and behavioral characteristics of each segment. The research will use a Quantitave approach through online questionnaire and implement Nonprobability and Purposive sampling technique. Three distinct market segments are identified based on 260 respodents, each motivated by a different set of factors. Insights from this study can assist organizers of similar Kustom Kulture-related events in expanding creative tourism in Indonesia. By understanding visitor motivations and behaviors, event organizers can tailor marketing strategies, enhance visitor experiences, and capitalize on revenue opportunities from the general public segment. Recommendations are provided to attract, retain, and expand each segment through business model innovation, thus contributing to the sustained growth of Indonesia's creative economy. The findings underscore the importance of comprehending visitor motivations and behaviors to maximize the impact of cultural events on the broader creative economy. Through these insights, event organizers can advance growth in Indonesia's creative sector, ensuring that cultural festivals like Kustomfest continue to expand and attract a diverse audience. |
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