Variabel – Variabel Yang Berpengaruh Terhadap Keputusan Berkunjung Wisatawan Mancanegara Dan Implikasinya Terhadap Segmentasi Pasar, Targeting dan Positioning (Studi pada Daerah Tujuan Wisata Sulawesi-Selatan).
Jeni Kamase (a*), Wahidah Amra (b)
a)Universitas Muslim Indonesia, Jalan Urip Sumoharjo KM 5 Makassar, Indonesia
b) Universitas Muslim Indonesia, Jalan Urip Sumoharjo KM 5 Makassar, Indonesia
Abstract
ABSTRAK Antecedent Variables- Effect on Visiting Decision of Foreign Tourist and Its Implication for Market Segmentation, Targeting, and Positioning (Study at Tourist Destination, South-Sulawesi). The objective of research is to explain that: (1) tourist object, the promotion structure and infrastructure, and external factors affects the visiting decision of foreign tourist; (2) the identification of tourist market segments can be based on tourist perception about the expected benefit; (3) the meaningfully relationship develops between number of descriptor variables and tourist market segmentation of South Sulawesi; (4) the implication from each segment of tourist market for targeting and positioning in determining the tourist destination at South Sulawesi. Three regencies/cities become considered as tourist destination. The sampel of research includes foreign tourists visiting the regencies/cities- tourist destination, reached 165 tourists. Statistic analysis used to test hypotheses involves regression analysis, factor analysis and cluster analysis. Results of research indicate that: (1) tourist attraction, promotion, structure and infrastructure, and external factors have significant effect on visiting decision variable; (2) from 34 benefits result in 10 tourist attraction factors; (3) from 165 cases revealed produces 4 potential market segments of tourist destination in South Sulawesi; (4) tourist perception about tourist destination in South Sulawesi. Regarding to the competitor and the expectation of tourist before visiting South Sulawesi, the market of South Sulawesi seems the most ideal for positioning it as beach and ethnic destination. The great potentials of both markets should be improved to be attained as target markets and to ensure the repositioning.
Keywords: Tourist destination, tourist object, promotion, structure and infrastructure, external factor, market segmentation, targeting and positioning
Topic: Manajemen Pemasaran