The benefit segmentation sharia tourism in Indonesia

S. Sumadi, Octavia Gandra Sari
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引用次数: 1

Abstract

Purpose – This study aims to determine the priorities and benefits sought by Muslim consumers for sharia tourism in Indonesia. The study population was the potential tourist consumer, and convenience sampling methods carried out the sampling.Methodology – The data were collected by field surveys with a sample of 300 respondents. Dendrogram cluster approach and chi-square test analysis were used to analyze the benefit segmentation.Findings – The study results explain the attributes of the tourism category to form clusters based on the reasons for the proximity of the benefits sought by consumers. Muslim tourists have a top priority for natural tourism, with the following priorities were cultural tourism, culinary tourism, and religion by sharia facilities. In terms of gender, there is no difference in the choice of the four categories of sharia tourism. Meanwhile, in terms of age and income, there is a significant difference in the choice of four categories of sharia tourism in Indonesia, with the most considerable portion choosing culinary tourism. The findings of this study imply that cluster analysis is suitable for explaining benefit segmentation. Information on the benefit of experience tourists seek an input for sharia tourism destination providers for the target market for Muslim tourists.Practical Implication – Practically the findings of this research can be used as information to develop tourism marketing strategies by the government and tourism actors with Muslim segments and target markets, both nationally and internationally. Therefore, they can formulate a marketing strategy based on demographic consideration.
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印尼伊斯兰教旅游的利益分割
目的-本研究旨在确定印度尼西亚穆斯林消费者对伊斯兰教旅游的优先事项和利益。研究人群为潜在旅游消费者,采用方便抽样方法进行抽样。方法:数据是通过实地调查收集的,共有300名受访者。采用树状图聚类法和卡方检验分析进行效益分割。研究结果-研究结果解释了旅游类别的属性,形成基于消费者所寻求的利益接近的原因集群。穆斯林游客最喜欢自然旅游,其次是文化旅游、美食旅游和伊斯兰教设施的宗教旅游。就性别而言,四类伊斯兰教旅游的选择没有差异。同时,在年龄和收入方面,印度尼西亚四类伊斯兰教旅游的选择存在显著差异,其中选择烹饪旅游的比例最为可观。本研究的结果表明,聚类分析适用于解释利益分割。关于体验游客利益的信息寻求输入,为伊斯兰教旅游目的地供应商为目标市场的穆斯林游客。实际意义-实际上,这项研究的结果可以作为信息,用于制定旅游营销战略的政府和旅游行为者与穆斯林部分和目标市场,在国内和国际。因此,他们可以根据人口统计因素制定营销策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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发文量
21
审稿时长
10 weeks
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