Hawanti, Melati Amalia Gono (2019) Analisis Strategi Pengembangan Destinasi Wisata Clungup Mangrove Conservation (CMC) Tiga Warna di Kabupaten Malang dengan Menggunakan Pendekatan Perceptual Mapping (Survei pada Wisatawan di Kabupaten Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui positioning Pantai Tiga Warna di Kabupaten dan menjelaskan strategi pengembanganya. Jenis penelitian ini adalah exploratory research dengan menggunakan pendekatan kuantitatif. Variabel dalam penelitian ini adalah brand image, brand awareness, market share, dan brand preference. Teknik pengambilan sampel menggunakan non probability sampling dengan jenis pengambilan sampel yaitu convenience/accidental sampling dan metode pengumpulan data intercept survey dengan menyebarkan kuesioner kepada 102 responden (wisatawan atau pengunjung) secara langsung di beberapa destinasi wisata pantai di Kabupaten Malang. Analisis data menggunakan analisis deskriptif, analisis multidimensional scalling, dan analisis crosstabulation. Hasil penelitian menunjukkan bahwa Destinasi Clungup Mangrove Conservation (CMC) Tiga Warna berada pada frekuensi delapan destinasi wisata pantai teratas di Kabupaten Malang namun belum memperoleh peringkat teratas pada kategori top of mind, brand recall, most visit, dan most favorite dan hasil perceptual maps menunjukkan bahwa CMC Tiga Warna dipersepsikan memiliki atribut Eksklusif. Hasil analisis perceptual maps menunjukkan bahwa destinasi CMC Tiga Warna berada pada zona tiga dan merupakan satu-satunya destinasi yang berada pada zona ini. Menurut hasil analisis crosstabs diperoleh kesimpulan bahwa jumlah kunjungan wisatawan didominasi oleh wisatawan pada rentang usia 21 hingga 40 tahun dan memiliki pola kunjungan yaitu menyukai perjalanan yang telah direncanakan sebelumnya, mayoritas berasal dari daerah di luar Malang Raya, dan memiliki tingkat pengeluaran wisata yang cukup tinggi sehingga wisatawan dengan karakteristik ini dapat dijadikan sebagai target pasar untuk pengembangan destinasi wisata Clungup Mangrove Conservation (CMC) Tiga Warna.
English Abstract
This study aims to determine the positioning of the Clungup Mangrove Conservation Tiga Warna in Malang Regency and explain its development strategy. This type of research is exploratory research using a quantitative approach. The variables in this study are brand image, brand awareness, market share, and brand preference. The sampling technique uses non probability sampling with the type of sampling that is convenience / accidental sampling and the method of collecting intercept survey data by distributing questionnaires to 102 respondents (tourists or visitors) directly in several marine tourism destinations in Malang Regency. Data analysed using descriptive analysis, multidimensional scaling analysis, and crosstabulation analysis. The results showed that the Clungup Mangrove Conservation Tiga Warna is one of of the top eight frequencies of marine tourism destinations in Malang Regency but has not yet been ranked top in the top of mind, brand recall, most visit, and most favorite categories and perceptual maps results shows that Clungup Mangrove Conservation (CMC) Tiga Warna has Exclusive attributes based on tourist perception. The results of the perceptual map analysis also shows that Clungup Mangrove Conservation (CMC) Tiga Warna is placed in zone three in the market and is the only destination that is placed in this zone with only one attribute, Exclusive. According to the results of the crosstabs analysis concluded that the majority of tourist characteristics belongs tourists in the age range of 21 to 40 years old and liked to planned their trips. This analysis results also shows that the visitation are dominated with tourists outside Malang Raya who have high rate of spending money so this kind of tourits characteristics can be targetted as the potential market for the development of Clungup Mangrove Conservation (CMC) Tiga Warna.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/798/052000409 |
| Uncontrolled Keywords: | Perceptual Mapping, Strategi Pengembangan Destinasi, Brand Image-Perceptual Mapping, Destination Development Strategy, Brand Image |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 16 Nov 2020 04:16 |
| Last Modified: | 21 Oct 2021 01:49 |
| URI: | http://repository.ub.ac.id/id/eprint/177785 |
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