Analisis Segmentasi Wisatawan dalam Memilih Produk Wisata di Yogyakarta :(Studi kasus Wisatawan Backpacker di Kampung Prawirotaman).

HANIF, Jorda Rossidian Syah, Bambang Sunaryo

2014 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT As a tourism service provider which is wanted to be visited and in a long visiting day by tourists, also faced by a tighter competition between other tourism service providers, Yogyakarta needs an effective and efficient tourism marketing strategy. The strategy needs to be based on the tourists’ needs, and to do that, the initiative step to take is identifying tourist segmentation visiting Yogyakarta. Meanwhile, in identifying tourists segmentation visiting a particular destination, a large number of tourists, or in this case foreign tourists, are needed. Based on this and on the appropriateness with this research’s focus and object, this research was conducted in Kampung Prawirotaman, Yogyakarta. The reason in choosing this location is that Kampung Prawirotaman has been well-known as an international Kampung and becomes foreign tourist enclave in Yogyakarta. This research is aimed at finding out the detailed information about foreign tourists’ profile staying in Kampung Prawirotaman, the chosen and consumed tourism products during their visit in Yogyakarta, and also finding out further information about the tourists’ consideration in choosing a certain tourism product. The method used in this research is descriptive method. While the data collecting techniques used in this research were using questionnaire, interviews, observations and documentations. The theoretical logic used in this research is that tourists’ behavior that can be seen through their decision in choosing the tourism products in certain destination is determined by their socio-demographic (age, sex, origin, level of education, job, and income) and psychographic (value orientation and interests) characteristics. From the conducted research, it can be concluded that foreign tourists in Kampung Prawirotaman are of young age, having higher education background, and coming from middle to lower economic class. Meanwhile, the most chosen tourism products by those foreign tourists in Kampung Prawirotaman are: 1) Borobudur Temple (attraction); 2) non-starred inn (accommodation); 3) continental cuisine (food-beverage); 4) cars (transportation); and 5) batik (souvenir). As for the tourists’ consideration in choosing tourism product, it is determined by some reasons including their socio-demographic and psychographic characteristics. The recommendation formulated from this research is that the governments’ effort is needed in accommodating each of tourists’ expectations and taste, and also to actualize it into tourism activities, accommodation, access to tourism destination, and other supporting tourism infrastructures developing programs. Those are needed to make the tourism sector development in Yogyakarta more focused and more effective. Key words: tourists segmentation, socio-demographic, psychographic

Kata Kunci : Pariwisata