Preferensi Wisatawan Nusantara Terhadap Komponen Wisata Papandayan Menggunakan Analisis Konjoin

Abstract

Garut Regency is known for its wealth of Mount tourism. Mount Papandayan Nature Park
is one of the most popular tourist attractions in Indonesia. Exploring tourist preferences
is an effort of the tourism object management to improve its marketing strategy. The
purpose of this study is to analyse the preferences of mountain climbers who are
nusantara tourists toward attractions of Mount Papandayan. Using quantitative methods,
the survey was conducted by observation, interviews, and the distribution of
questionnaires to 120 respondents. The data were then processed using conjoint analysis
techniques and SPSS 20 software analysis tools. Interview results showed that there were
7 attributes and 30 levels then were further analyzed. The SPSS output led to the results
that the nusantara tourist preferences of Mount Papandayan attractions are due to the
beautiful natural atmosphere, attraction of Menara Pandang photo spot, walking
activities, having a tour guide when hiking, accessibility using motortaxi ‘ojek gunung’,
and choosing a single ticket payment pattern for travel costs. The implications of this
research could be used as a consideration of the stakeholders of Garut mountain tourism
in determining strategies and policies regarding sustainability tourism.