Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)

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Strategic Formulation for Market Segmentation in Tourism: Key Influencers in Selecting of Kayangan Api as a Destination

Authors
Ika Deefi Anna1, *, Fitri Agustina1, Deni Novian Fananda1
1Universitas Trunojoyo Madura, Bangkalan, 69162, Indonesia
*Corresponding author. Email: ika.anna@trunojoyo.ac.id
Corresponding Author
Ika Deefi Anna
Available Online 15 February 2024.
DOI
10.2991/978-2-38476-202-6_111How to use a DOI?
Keywords
Factor Analysis; Cluster analysis; SWOT Analysis
Abstract

Kayangan Api is one of the tourist destinations in Bojonegoro Regency. The number of tourists on Kayangan Api tours starting from 2018 to 2022 tends to decrease. There are several factors that cause the decline, such as the absence of public transportation and lack of promotion from the management. There needs to be adjustments made by the manager in adapting to attract tourists. Kayangan Api tourists have a variety of backgrounds, characteristics, needs and goals that influence decisions in choosing tourist destinations, so there is a need for a marketing strategy in the segmentation of the tourist market from Kayangan Api tourism. The methods used are factor analysis, cluster analysis, and SWOT analysis. In the factor analysis, the results were 8 factors that influenced the decision of tourists to visit Kayangan Api tourism. In the cluster analysis, the results were the formation of 3 clusters (market segmentation) of tourists. In the SWOT analysis, results were obtained in the form of marketing strategies based on internal factors (strengths and weaknesses), and external factors (opportunities and threats) from Kayangan Api tourism.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 February 2024
ISBN
978-2-38476-202-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-202-6_111How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ika Deefi Anna
AU  - Fitri Agustina
AU  - Deni Novian Fananda
PY  - 2024
DA  - 2024/02/15
TI  - Strategic Formulation for Market Segmentation in Tourism: Key Influencers in Selecting of Kayangan Api as a Destination
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
PB  - Atlantis Press
SP  - 867
EP  - 876
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-202-6_111
DO  - 10.2991/978-2-38476-202-6_111
ID  - Anna2024
ER  -