Analysis of Domestic Tourist Market

Sigit HARYONO; Gatot KUSTYADJI; Zainal Mustofa EL QADRI; MUAFI MUAFI

doi:10.14505/jemt.v8.8(24).14

Sigit HARYONO Business Administration Department Social and Political Sciences Faculty Universitas Pembangunan Nasional "Veteran" Yogyakarta, Indonesia
Gatot KUSTYADJI Management Department, Business and Economic Faculty Universitas Internasional Semen Indonesia, Indonesia
Zainal Mustofa EL QADRI Management Department, Post Graduate Program Universitas Islam Indonesia, Indonesia
MUAFI MUAFI Management Department, Economic Faculty Universitas Islam Indonesia, Indonesia

DOI: https://doi.org/10.14505/jemt.v8.8(24).14

Abstract

The purpose of this study is to analyze the domestic tourist market segment who visits the tourist destinations in Gunung Kidul regency, Daerah Istimewa Yogyakarta (DIY) Province, Indonesia. The population of this study is domestic tourist who visitsthe tourist destinations in Gunungkidul regency. The sample size is 250 respondents drawn from five major marine destinations; Baron Beach, Indrayanti, Siung, Sundak and Wediombo. Data analysis technique is using cluster analysis. The results of the study explain that the domestic tourist market is divided into three segments; (1) tourists who only travel without considering other factors, (2) tourists who are sensitive with vacation cost and do not care about other attributes, and (3) tourists who consider all the attributes that manager offers (culinary, lodging, handycraft souvenirs, food souvenirs, access to destinations, vacation cost, transportation modes, tourist attractions, and the willingness to recommend). Research results can be used as a reference for academics and practitioners about the importance of having typologies strategy and policy based on customer groups.

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