NILAI EKONOMI MUSEUM ULLEN SENTALU DENGAN TRAVEL COST DAN CONTINGENT VALUATION METHOD TAHUN 2012

Fina Sugriani, Dr. Muhammad Edhie Purnawan, MA

2012 | Tesis | S2 Magister Ek.Pembangunan

Penelitian ini mengkombinasikan travel cost method dan contingent valuation method untuk mengestimasi nilai ekonomi Museum Seni dan Budaya Ullen Sentalu, Yogyakarta. Saat ini Museum Ullen Sentalu tengah meningkatkan popularitasnya melalui penambahan fasilitas dan pengembangan konsep baru (living museum) untuk menambah daya tarik wisata. Dalam penelitian ini, travel cost method diaplikasikan dengan menggunakan regresi count data, sementara contingent valuation method diaplikasikan dengan menggunakan regresi linier sederhana. Selain itu, reaksi pengunjung terhadap asumsi penambahan harga tiket masuk sebagai implikasi meningkatnya kualitas museum juga menjadi objek penelitian. Berdasarkan analisis yang telah dilakukan, nilai ekonomi Museum Ullen Sentalu dengan menggunakan travel cost method adalah Rp4.325.031.904,00 sampai dengan Rp18.844.810.920,00. Sementara itu nilai willingness to pay pengunjung dengan menggunakan contingent valuation method untuk Museum Ullen Sentalu adalah Rp179.785.000,00 sampai dengan Rp1.797.850.000,00. Faktor-faktor yang mempengaruhi jumlah kunjungan museum antara lain biaya perjalanan, pendapatan, usia, dan persepsi pengunjung terhadap kualitas lingkungan museum. Adapun pengunjung bereaksi positif terhadap kemungkinan perubahan harga tiket masuk dengan syarat terdapat peningkatan pada fasilitas dan aksesibilitas objek wisata museum.

This research combined the travel cost method and contingent valuation method to estimate the economic value of Museum of Culture and Art Ullen Sentalu, Yogyakarta. Currently Museum Ullen Sentalu is enhancing its popularity through the increase of the number and quality of its facilities and developing new concept of museum (living museum) to enhance the tourism attraction. To conduct the research, the travel cost method was applied by using the count data regression, and the contingent vauluation method was applied by using the ordinary least square.The visitors‟ reaction to the ticket price enhancement as the implication of the increase of museums‟ quality was also observed. Based on the analysis result, the economic value of Museum Ullen Sentalu using the travel cost method was ranged for Rp4.325.031.904,00 - Rp18.844.810.920,00. Meanwhile the willingness to pay value by using the contigent valuation method was ranged for Rp179.785.000,00 - Rp1.797.850.000,00. Factors that significantly affect the number of visits to the museum were travel cost, income, age, and the visitor‟s perception about the environment quality of the museum. However, the visitors reacted positively to the ticket price enhancement assumption, only if there is enhancement of its facilities and accessibility of the museum

Kata Kunci : Museum Ullen Sentalu, nilai ekonomi, Travel Cost Method, Contingent Valuation Method, Willingness To Pay (WTP)