ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALI
Staycation is a trend in Bali as an alternative to traveling during the pandemic. Using demographic, geographic, behavioral, and psychographic segmentation analysis, this study aims to identify the market segment of tourists staying in Bali. The method used in this research is quantitative, data col...
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| Format: | Article |
| Language: | Indonesian |
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Universitas Udayana
2025-01-01
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| Series: | Jurnal IPTA |
| Online Access: | https://ojs.unud.ac.id/index.php/pariwisata/article/view/123401 |
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| author | Agung Sri Sulistyawati Fanny Maharani Suarka |
| author_facet | Agung Sri Sulistyawati Fanny Maharani Suarka |
| author_sort | Agung Sri Sulistyawati |
| collection | DOAJ |
| description | Staycation is a trend in Bali as an alternative to traveling during the pandemic. Using demographic, geographic, behavioral, and psychographic segmentation analysis, this study aims to identify the market segment of tourists staying in Bali. The method used in this research is quantitative, data collected through distributing questionnaires to 180 respondents. This research uses psychographic segmentation variables concentrating on the lifestyle (Plummer, 1974) model of activities, interests, and opinions (AIO) consisting of 27 indicators. The data analysis techniques used were factor analysis, clustering, discriminant and cross tabulation to examine relationships with other segmentation variables, such as demographics, geography, and behavior using the SPSS v.25 application. The results found that there are 3 (three) clusters formed: (1) Family Enthusiast staycationer, is a segment that really likes relaxing and comfortable activities and is done with family so they like accommodations that provide complete facilities (in- house services). (2) Lifestyle Sociable staycationers, this segment likes activities to gather with friends and relatives. (3) Nature local Explorer who is interested in new things, interest in Nature, Culture and local cuisine related to personal achievement. This segmentation is expected to be a guideline for preparing staycation promotion/activity strategies for accommodation managers. |
| format | Article |
| id | doaj-art-6422c9ebf80b429686c968e4712c782b |
| institution | Kabale University |
| issn | 2338-8633 2548-7930 |
| language | Indonesian |
| publishDate | 2025-01-01 |
| publisher | Universitas Udayana |
| record_format | Article |
| series | Jurnal IPTA |
| spelling | doaj-art-6422c9ebf80b429686c968e4712c782b2025-01-19T22:12:14ZindUniversitas UdayanaJurnal IPTA2338-86332548-79302025-01-0112226727610.24843/IPTA.2024.v12.i02.p15123401ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALIAgung Sri Sulistyawati0Fanny Maharani Suarka1Program Studi Sarjana Terapan Pengelolaan Perhotelan, Fakultas Pariwisata, Universitas UdayanaProgram Studi Sarjana Terapan Pengelolaan Perhotelan, Fakultas Pariwisata, Universitas UdayanaStaycation is a trend in Bali as an alternative to traveling during the pandemic. Using demographic, geographic, behavioral, and psychographic segmentation analysis, this study aims to identify the market segment of tourists staying in Bali. The method used in this research is quantitative, data collected through distributing questionnaires to 180 respondents. This research uses psychographic segmentation variables concentrating on the lifestyle (Plummer, 1974) model of activities, interests, and opinions (AIO) consisting of 27 indicators. The data analysis techniques used were factor analysis, clustering, discriminant and cross tabulation to examine relationships with other segmentation variables, such as demographics, geography, and behavior using the SPSS v.25 application. The results found that there are 3 (three) clusters formed: (1) Family Enthusiast staycationer, is a segment that really likes relaxing and comfortable activities and is done with family so they like accommodations that provide complete facilities (in- house services). (2) Lifestyle Sociable staycationers, this segment likes activities to gather with friends and relatives. (3) Nature local Explorer who is interested in new things, interest in Nature, Culture and local cuisine related to personal achievement. This segmentation is expected to be a guideline for preparing staycation promotion/activity strategies for accommodation managers.https://ojs.unud.ac.id/index.php/pariwisata/article/view/123401 |
| spellingShingle | Agung Sri Sulistyawati Fanny Maharani Suarka ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALI Jurnal IPTA |
| title | ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALI |
| title_full | ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALI |
| title_fullStr | ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALI |
| title_full_unstemmed | ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALI |
| title_short | ANALISIS SEGMENTASI WISATAWAN STAYCATION DI BALI |
| title_sort | analisis segmentasi wisatawan staycation di bali |
| url | https://ojs.unud.ac.id/index.php/pariwisata/article/view/123401 |
| work_keys_str_mv | AT agungsrisulistyawati analisissegmentasiwisatawanstaycationdibali AT fannymaharanisuarka analisissegmentasiwisatawanstaycationdibali |