ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMILIHAN DESTINASI WISATA BAGI WISATAWAN DOMESTIK NUSANTARA

Abstract

The underlying factors that influence tourist's decision to determine tourism destinations are essential for every related stakeholder, in their efforts to crafting tourism marketing strategies. If the tourism stakeholders were able to identify these factors, it’s easier to focus according to the needs of the consumers. The purposes of this research are to determine the factors that influence domestic tourist in Indonesia when they must choose a tourism destination and to identify the most important or dominant factors from those. The benefits of this research are to provide a marketing strategy basis for tourism stakeholders based on the most important and dominant factors that fits the needs of domestic tourist perception.  This research began with a list of 24 factors that frequently to consider by domestic tourists when selecting a tourism destination. By using Cochran Q Test  method,  we obtained  15  most  important  factor  with  Personal  Motivation  Factor positioned as Rank 1 most important factor and should be considered when determining a tourist destination.