Analisis segmentasi dan preferensi konsumen terhadap wisata kuliner khas bogor
Daftar Isi:
- This purposes of this study are to analyze the segmentation & profiling Bogor culinary tourism, analyze consumer preferences towards typical culinary Bogor and the factors that influence it, and formulate appropriate strategies for the development of the typical culinary Bogor. This research uses descriptive method survey through questionnaires in accordance with the study. Distributing questionnaires conducted using probability sampling technique was purposive sampling method to gain the respondent in accordance with the purpose of this study. Respondents were selected for this study is the consumer culinary tour Bogor found in some store souvenirs Bogor City. The dependent variable in this study is the preference rating of Bogor to the typical culinary tour of Bogor where this variable will be influenced by independent variables. While the independent variables in this study consists of three attributes, namely Product distinctive culinary Bogor, Bogor typical culinary tourist sites, unique culinary travel services Bogor. Segmentation and profiling analysis performed on the tourist city of Bogor is done with the help of a cluster analysis. For the purpose of this study into two conjoint analysis is used to formulate a preference rating of Bogor to the typical culinary travel Bogor. Both of these analyzes processed using SPSS 16.0 analysis tool based on the results of questionnaires from 130 respondents with 100 valid data. The results of this study indicate that there are three groups / clusters on the tourist city of Bogor. First cluster profile are single adults as much as 23%, and second cluster adult family as much as 71% and the last cluster of young adults as much as 6% with different characteristic. As for the traveler preferences resulting from this study are typical culinary areas of Bogor which has a complete tourist facilities, the ease of finding the location, and the friendly service of the culinary attractions. The strategy can be formulated for the development of the typical culinary Bogor is a breakthrough in terms of marketing, presence or promotion of standardization policy by the government to businesses typical culinary Bogor, as well as the central building typical culinary Bogor.