Analisis Wilayah Cakupan Hotel Di Kota Kotamobagu

FITRI R. DUNGGIO, Diyah Putriani, S.E., M.Ec., Ph.D; Rifki Khoirudin, S.E., M.Ec.Dev., MAPPI (Cert.)

2025 | Tesis | S2 Magister Ek.Pembangunan

Analisis wilayah cakupan hotel di Kota Kotamobagu yang dilakukan dalam penelitian ini bertujuan untuk mengestimasi peluang kunjungan, menghitung nilai potensial yang dimiliki, mengkaji faktor-faktor yang memengaruhi preferensi masyarakat dalam memilih hotel serta melakukan evaluasi terhadap kekuatan, kelemahan, peluang, dan ancaman yang ada. Metode yang diterapkan untuk masing-masing tujuan adalah Model Probabilitas Huff untuk mengestimasi kemungkinan kunjungan ke Hotel-hotel  di Kota Kotamobagu, pendekatan pendapatan dengan metode kapitalisasi langsung (direct capitalize) digunakan untuk memperkirakan nilai potensial dari masing-masing hotel dan analisis Strengths, Weaknesses, Opportunies, Threats (SWOT) dilakukan dengan menggunakan internal factor analysis summary (IFAS) dan external factor analysis summary (EFAS) serta analisis deskriptif untuk mendapatkan data preferensi masyarakat dengan menyebarkan kuesioner  melalui google form. Penelitian ini berfokus pada empat hotel yang ada di Kota Kotamobagu yaitu Hotel Sutan Raja, Hotel Sapadia, Hotel Senator, Hotel Tamasya Garden.

The analysis of hotel coverage areas in Kotamobagu City conducted in this study aims to estimate visitation opportunities, calculate potential value, examine factors influencing public preferences in choosing a hotel, and evaluate strengths, weaknesses, opportunities, and threats. The methods applied for each objective include the Huff Probability Model to estimate the probability of visits to hotels in Kotamobagu City. The income approach with direct capitalization was used to estimate the potential value of each hotel. A SWOT analysis was conducted using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), as well as descriptive analysis to obtain data on public preferences by distributing questionnaires via Google Forms. This study focuses on four hotels in Kotamobagu City: Hotel Sutan Raja, Hotel Sapadia, Hotel Senator, and Hotel Tamasya Garden.The results showed that Hotel Sutan Raja had the highest probability of visits and potential value, with a probability of 47%. This was followed by Hotel Sapadia with a probability of 19.9%. Hotel Senator with a probability of 17.7%. Hotel Tamasya Garden had the lowest probability of visits and potential value, with a probability of 14.5%. Furthermore, the order of factors considered by customers when choosing a hotel included cleanliness, comfort, security, service, location, satisfaction/experience, accessibility, price, food/beverage, recommendations, and design and ambiance.

Kata Kunci : Wilayah Cakupan, Model Probability Huff, Nilai Potensial, SWOT,EFAS& IFAS