Segmentasi Wisatawan Asing Sulawesi Utara: Analisis pada Faktor Demografis dan lifestyle Typology
), Deitje A. Katuuk(2), Viktory N.J. Rotty(3), Jeffry S.J. Lengkong(4), (1) Manajemen Pendidikan, Universitas Negeri Manado
Indonesia
(2) Manajemen Pendidikan, Universitas Negeri Manado
Indonesia
(3) Manajemen Pendidikan, Universitas Negeri Manado
Indonesia
(4) Manajemen Pendidikan, Universitas Negeri Manado
Indonesia
Corresponding Author
DOI : https://doi.org/10.24036/jbmp.v10i1.112130
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Abstract
Segmentasi adalah alat yang penting dan berguna dalam merancang strategi yang berkualitas. Penelitian ini mempelajari perbedaan gaya hidup wisatawan yang mempengaruhi keputusan dalam memilih destinasi liburan. Segmentasi psikografis yang digunakan adalah aktivitas, minat, dan opini untuk mengukur gaya hidup psikografis wisatawan asing yang berkunjung ke Manado Sulawesi Utara. Analisis cluster menemukan empat cluster wisatawan asing, yaitu: Like-everything tourist, Future optimistic Adventurer, Food lover adventurer, Socializer adventurers. Penelitian ini menggunakan teknik convenience purposive sampling. Uji chi-square dilakukan untuk membandingkan empat cluster wisatawan asing berdasarkan profil demografis. Hasil penelitian menunjukkan bahwa tidak ada perbedaan yang signifikan antara keempat cluster dalam hal jenis kelamin, usia, status pekerjaan, dan jumlah perjalanan ke Manado, Sulawesi Utara. Semua cluster didominasi oleh laki-laki, umur 25-35 tahun, bekerja, sekali jalan-jalan ke Manado, Sulawesi Utara. Hasil penelitian menunjukkan perbedaan signifikan yang ditemukan antara keempat cluster dalam hal ras, tujuan perjalanan, pendamping perjalanan, dan pengaturan perjalanan.
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