Perilaku Wisata

(tourism behaviour)

YUWANA MARJUKA

“Nomadic Tourism adalah
gaya berwisata baru, di mana
wisatawan dapat menetap
dalam kurun waktu tertentu di
suatu destinasi wisata, dengan
amenitas yang portable dan
dapat berpindah-pindah.”
Arief Yahya
NOMADIC TOURISM AMENITIES
WHERE AND HOW THEY STAY
NOMADIC TOURISM ACCESS
HOW THEY GET TO THE POINT
NOMADIC TOURISM ATTRACTION
WHAT THEY LIKE TO ENJOY
MENGURANGI KETERGANTUNGAN AKOMODASI, LEBIH PRIVASI
1 2
GLAMPACKER
“MILLENIAL NOMAD”
Mengembara untuk
melihat Dunia yang
Instagramabble
27 JUTA
ORANG
(Data
FB/IG)
Catatan: Jumlah orang
di Facebook/Instagram
yang memiliki afinitas
terhadap Indonesia
dan tertarik dengan
backpacking, camping,
dan nomadic tourism
(Data dari Facebook
Audience Insights, Feb
2018)
PENGEMBANGAN
NOMADIC TOURISM
Nomadic Travelers : Backpacker Jaman Now
3
LUXPACKER FLASHPACKER
“LUXURIOUS NOMAD” “DIGITAL NOMAD”
Menetap sementara
Mengembara untuk
di satu tempat,
melupakan Dunia
sembari berkerja
dari mana saja
7.7
JUTA 5 JUTA
ORANG ORANG
(Data (Data
FB/IG) FB/IG)
Catatan: Jumlah orang di Catatan: Jumlah orang
Facebook/Instagram yang di Facebook/Instagram
memiliki afinitas terhadap yang memiliki afinitas
Indonesia, frequent terhadap Indonesia dan
traveler, dan mengikuti tertarik dengan dunia
Conde Nast Travel, digital nomad
Expedia, Booking.com, (Data dari Facebook
Airbnb, Hotels.com, dan Audience Insights, Feb
Agoda. (Data dari 2018)
Facebook Audience
Insights, Feb 2018)
Backpackers
Who they typically are:
Money conscious travelers who don’t mind
sharing dorm rooms in hotels and eating
sandwiches if it means achieving their
dream of seeing other places. This
demographic is typically skewed more
towards college students and 20-
somethings than working professionals.
However, age is not necessarily a limiting
factor for this group.
Glampackers
Who they typically are:
Travelers with a higher budget that can
afford splurging on better hotels and more
expensive vacation activities like taking a
day at the spa. A large percentage of this
group is female but there are some guys
that also fall into this category. How many
males fall into this category is debatable
since an item jokingly mentioned on many
“glampacker” lists is a guy to carry around
all their extra bags. If asked Backpackers
vs Glampackers? Their answer would be
an unequivocal glampacker!!
Digital Nomad
Traveler attributes for buying tourism package
FAKTOR2 YANG MEMPENGARUHI PEMBELIAN WISATAWAN
 Topik dan pokok bahasan TB
Sebelum midterm Setelah mideterm
° Analisis Model2 perjalanan wisata ° Pembelajaran wisatawan
° perilaku wisatawan
° Keputusan pembelian produk wisata
° Perubahan yang dihadapi bisnis pariwisata
° Tipologi wisatawan
° Kepusaan dan kepercayaan konsumen
° Keterlibatan persepsi ° Komunikasi dan keluhan konsuman
° Kualitas jasa dan loyalitas wisatawan (repeater) ° Teknologi dan perubahan perilaku
° Motivasi wisatawan konsumen
° Kepuasan wisatawan ° Pengaruh brand wisata terhadap
° Konsumerisme dan touristifikasi dalam perilaku pembelian produk wisata
wisata
 Perilaku Wisata (tourism behaviour)
° Studi Perilaku WISATA adalah ilmu yang mempelajari ttg proses dan
aktivitas ketika seorang wisatawan melakukan pencarian, pemilihan,
pembelian, penggunaan, serta pengevaluasian produk wisata dan
jasa/hospitality demi mencapai peak experience relaksasi, rekreasi, memories,
kontak sosial, dan sharing pengalaman.
° Perilaku wisata merupakan hal-hal yang mendasari wisatawan untuk membuat
keputusan berwisata. Untuk berwisata ke tempat yang dekat dan berbiaya
murah (low-involvement) maka proses pengambilan keputusan dilakukan dengan
mudah, sedangkan untuk berwisata ke destinasi wisata dengan biaya yang
sangat mahal (high-involvement) maka proses pengambilan keputusan dilakukan
dengan pertimbangan yang matang.
 Tujuan pembelajaran tourism behavior (perilaku berwisata)
1. Untuk memprediksi perilaku dan orientasi wisatawan sehingga memahami
kebutuhan wisatawantsb
2. Menjelaskan tahapan perjalanan wisata
3. Menjelaskan pengaruh eksternal dan internal dalam keputusan berwisata
4. Memahami hubungan antara perilaku wisatawan dan pemasaran wisata
5. Analisis perilaku wisata agar wistawan memahami travel patern, tourist road map,
dll.
 Personal determinants for traveler buyer

Personal
determinants
Schmoll model of travel
Perilaku wisatawan menuju destinasi wisata
 KOMPONEN PARIWISATA
Produk pariwisata merupakan kombinasi dari dua komponen
SETTING AKTIVITAS

Sumber: Seaton & Bennet, 1996

 Tourism Economic System
•TO/TA
input • SDA •Transpartation, •Multiplier effect, GNP,
proses destination, output economic growth
• SDM atraction

36
 2.External Influences
Culture
Overall Model of Consumer Behavior
Subculture Decision Process
Demographics Experiences and
Acquisitions
Social Status Situation
Reference Groups
Family Problem Recognition
Marketing Activitites Self-Concept Needs
and Information Search
1.Internal Influences Lifestyle Desires
Perception
Alternative Evaluation and
Learning Selection
Memory
Motives Outlet Selection and Purchase
Personality
Experiences and
Emotions Post purchase Process
Acquisitions
Attitude
Model perilaku wisatawan (howard – sheth)
Proses pengambilan keputusan berwisata dan dampaknya serta faktor2 yang
mempengaruhi keputusan
Lifestyle and impact on behaviour
 Cohen’s Classification of Tourists

The Organised Familiarity

Mass Tourists Institutionalised Tourism

The Individual Mass

Tourists
Non-institutionalised
Tourism
The Explorer

Novelty
The Drifter
 Cohen’s Classification of Tourists
° The Organised Mass Tourists : low on
adventurous, maintain “environment bubble”,
purchase ready-made tour, have a little contact
with local people
° The Individual Mass Tourists : similar to organised
mass tourists, purchase tailor made tour
° The Explorer : trip is organised independently,
environment bubble is abandoned
° The Drifter : no connection with tourist business,
trip to go as far from home, seek new areas, live
with local people
Cohen and Plog tourist typologi
 Horwath HTL has identified 10 global trends which will
MEGA TRENDS
influence mid- and long-term tourism development

PARIWISATA

Sumber : Horwath, 2017

50
 Overview

Meet the Making Great

My Story A Definition My Hypothesis Quantify X Elements of X
Presenter X

Comparing X
History of X Trends in X Key Takeaways Tips for X Call to Action
to Y
 Your Name

° Who are you?

° Why are you qualified
to present today?
 Pendalaman materi
1. Apa perbedaan “needs” dan “wants” dalam perilaku wisatawan? Beri contoh!
2. Terangkan tipologi wisatawan menurut Stanley Plog! Buatlah modelnya!
3. Terangkan apa yang dimaksud dengan teori perilaku dengan model S-R? Berikan
contohnya untuk perilaku wisatawan dalam model S-R tsb!
4. Terangkan perbedaan antara “culture dan subculture” dalam pembentukan perilaku
konsumen!
5. Apa perbedaan orientasi gaya hidup dan kecenderungan konsumsi dari “upperclass
dan lowerclass consumer”?
My Story

Share something memorable that

relates to your topic…
 A Definition

How do you define your What is it all about? Make sure your audience has a
subject? shared understanding of your
subject matter.
 “If you can film
an idea in your
mind, follow that
film idea shot for
shot, scene for
scene, that idea is
worth making.

- Craig Mapp
 What do you believe
to be true about your
subject?

Hypothesis
What are you going
to try to convince
your audience of ?
 9%

10%

One
Quantify “X”
Two
Three 47.2 Billion
4th Qtr

23%
58%
 Elements of
Your Subject

Cat Dog Mouse Gorilla

 Making Great “X”
° What are the defining characteristics of your subject?
° What sets it apart from other related subjects?
 Comparing “X”
to “Y”

What are the most important things that

differentiates your subject or big idea…

…from another contrasting or competing

subject or idea.
 History
Q1 Major milestone Q4
2OYY 20YY

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Lorem ipsum Lorem ipsum Lorem ipsum

Q2 Q3 Major milestone
20YY 20YY
6
Series 1 Series 2 Series 3

3
Trends in “X”
2

0
Category 1 Category 2 Category 3 Category 4
 ONE: TWO:
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Key Takeaways THREE:

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FOUR:
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FIVE: SIX:
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 Tips for “X”
Tell your audience how they can put what you have
shared with them into practice
° One
° Two
° Three
Call to Action
What are the key things you
want your audience to come
away with?
•
What is it that you want your
audience to do with what they
have learned?
 LinkedIn
Link to Your LinkedIn Profile

Twitter
@yourhandle

Thank You
Email
youremail@email.com

Phone
Your Phone Number