COMPARATIVE STUDY OF FOREIGN TOURISTS' PERCEPTION TOWARDS THE DESTINATION IMAGE OF BOROBUDUR AND PRAMBANAN

ANNISA SILVY ANDINA, Dr. Mohamad Yusuf, M.A

2018 | Skripsi | S1 PARIWISATA

Borobudur dan Prambanan adalah dua destinasi warisan budaya yang dilindungi oleh UNESCO sejak tahun 1991. Namun, kunjungan wisatawan mancanegara kedua destinasi tersebut sangat berbeda. Oleh karena itu, dibutuhkan penelitian perbandingan untuk mengetahui perbedaan persepsi wisatawan mancanegara terhadap citra destinasi. Studi ini bertujuan untuk mengetahui karakteristik wisatawan mancanegara, persepsi mereka terhadap citra, dan niat kunjungan kembali serta rekomendasi mereka terhadap kedua destinasi ini. Metode penelitian ini bersifat deskriptif kuantitatif yang dianalisis dengan SPSS 22. Teknik pengumpulan data berupa kueisioner yang dibagikan kepada responden wisatawan mancanegara sebagai sampel untuk mendapatkan data primer. Karakteristik wisatawan, element citra destinasi berupa aksesibilitas, hiburan dan acara, daya tarik sejarah, infrastruktur, daya tarik alam, aktivitas luar, harga dan nilai, relaksasi, lingkungan wisata dan yang terakhir keinginan untuk berkunjung ulang dan memberikan rekomendasi kepada kenalan disertakan dalam penelitian ini. Hasil yang didapat ialah komparasi karakteristik wisatawan mancanegara yang mengunjungi Borobudur dan Prambanan hampir sama. Dalam hal citra destinasi, Borobudur memiliki 6 citra destinasi wisata yang unggul dari Prambanan yaitu pada aksesibilitas, daya tarik sejarah, daya tarik alam, infrastruktur, harga dan nilai, dan relaksasi. Sedangkan, Prambanan unggul dalam tiga citra destinasi dibanding Borobudur. Dua citra Borobudur yang paling positif yaitu pada daya tarik sejarah dan daya tarik alam. Sedangkan di Prambanan, citra yang paling positif ada pada daya tarik sejarah dan lingkungan wisata. Dua citra yang mendapatkan nilai kurang positif adalah pada harga dan nilai dan aktivitas luar di Borobudur dan pada infrastruktur dan harga dan nilai. Kunjungan kembali responden dari kedua lokasi terbilang tinggi yaitu 66.9% dan 73% berturut-turut pada Borobudur dan Prambanan dengan rekomendasi kepada teman atau kenalan dianggap sangat tinggi yaitu 96.6% and 94% responden yang berkeinginan untuk merekomendasikan destinasi dengan sepenuh hati.

Borobudur and Prambanan are two Indonesian cultural heritage sites which protected by UNESCO since 1991. Moreover, foreign tourists' visit toward Borobudur and Prambanan are very significant. Hence, a comparative study in order to acknowledge the different perception of foreign tourists toward the destination image is needed. This study aimed to acknowledge the characteristic of foreign tourists, tourists' perception toward both destination images, their intention to revisit, and also their recommendation to their relatives regarding Borobudur and Prambanan. The research method conducted is descriptive quantitative which analyzes with SPSS 22. Data collection method is a method conducted by distributing questionnaires to foreign tourist respondents as the obtained primer data. Tourists' characteristics, destination image elements which include accessibility, event and entertainment, historical attraction, infrastructures, natural attraction, outdoor activities, price and values, relaxation and travel environment also lastly revisit intention and giving recommendation to relatives or friends are included as the topic of this research. The result indicates that the comparative of foreign tourists' characteristics in visiting Borobudur and Prambanan are nearly similar. In terms of destination image, Borobudur has six elements of image which exceed Prambanan; accessibility, historical attraction, natural attraction, infrastructure, price and value, and relaxation. On the other hand, Prambanan has three more positive images than Borobudur. The two most positive images in Borobudur are historical attraction and natural attraction. Meanwhile, Prambanan has two most positive responds to historical attraction and travel environment. The two most least positive images in Borobudur are on its outdoor activities and price and value, unlike to Prambanan that has its lowest images in infrastructure and price and value. The foreign tourists' intention to revisit and recommendation to others are barely disparate. The revisit intention between two destinations is considered high which is 66.9% and 73% respectively in Borobudur and Prambanan. Moreover, the recommendation intention of both destination is cosidered very high with 96.6% and 94% of the respondents want to recommend the destination willingly.

Kata Kunci : destination image, foreign tourists, comparative, characteristics, Borobudur, Prambanan