Understanding Tourist Preferences for Destination Attributes of Lombok Island Using a Conjoint Analysis Approach
DOI:
https://doi.org/10.33506/sl.v15i3.5849Kata Kunci:
Tourist Preferences, Destination Attributes, Conjoint Analysis, Domestic Tourism, Lombok IslandAbstrak
Pariwisata merupakan sektor strategis yang memberikan kontribusi signifikan terhadap pertumbuhan ekonomi. Dalam konteks pengembangan destinasi pariwisata yang berkelanjutan, pemahaman terhadap preferensi wisatawan menjadi landasan penting dalam penyusunan strategi pengelolaan destinasi yang efektif. Namun, bukti empiris mengenai preferensi wisatawan domestik terhadap atribut destinasi wisata di Pulau Lombok masih terbatas. Penelitian ini bertujuan untuk mengisi kesenjangan tersebut dengan mengeksplorasi preferensi wisatawan domestik serta mengidentifikasi tingkat kepentingan relatif atribut destinasi yang memengaruhi keputusan berkunjung. Penelitian ini menggunakan pendekatan kuantitatif eksploratif melalui survei terhadap 150 wisatawan domestik yang mengunjungi beberapa destinasi wisata di Pulau Lombok. Data dianalisis menggunakan analisis konjoin untuk mengevaluasi preferensi terhadap lima atribut destinasi, yaitu aksesibilitas, daya tarik wisata, amenitas, layanan pendukung, dan harga. Hasil penelitian menunjukkan bahwa aksesibilitas merupakan atribut yang paling berpengaruh (28,84%), diikuti oleh harga (21,90%), daya tarik wisata (21,59%), amenitas (15,04%), dan layanan pendukung (12,63%). Model konjoin menunjukkan validitas prediktif yang baik, ditunjukkan oleh nilai Pearson’s R (0,689; p < 0,001) dan Kendall’s τ (0,682; p < 0,001) yang signifikan. Wisatawan cenderung memilih destinasi dengan kondisi jalan yang baik, harga yang terjangkau, serta daya tarik yang didukung oleh keindahan alam dan keberagaman budaya. Temuan ini mengidentifikasi aksesibilitas, keterjangkauan biaya, serta kekuatan daya tarik alam dan budaya sebagai faktor utama yang menentukan daya saing pariwisata Pulau Lombok, sekaligus memberikan implikasi praktis bagi pengelola destinasi dan pembuat kebijakan dalam merumuskan strategi pengembangan pariwisata yang lebih kompetitif, berkelanjutan, dan selaras dengan preferensi wisatawan domestik.
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