PENGARUH PERILAKU WISATAWAN MILENIAL NUSANTARA TERHADAP KEPUTUSAN KUNJUNGAN PADA FESTIVAL CAP GO MEH SINGKAWANG 2020

Dewi, Agnes Fransiska (2020) PENGARUH PERILAKU WISATAWAN MILENIAL NUSANTARA TERHADAP KEPUTUSAN KUNJUNGAN PADA FESTIVAL CAP GO MEH SINGKAWANG 2020. Masters thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

Nowadays tourism market is dominated by millennial or Y generation where millennial tourists will continue growimg and becoming the main market of tourism in the future, so all events must be able to accommodate millennial’s need according to their behaviour. This generation was born in the era of technological sophistication that tends to be indifferent to their social cultural situation. This research was conducted to predict millennial tourist’s beh aviour toward cultural event, especially at the Cap Go Meh Festival which is an annual cultural event th held in the city of Singkawang on the 15 day after Chinese New Year Celebration (Imlek). This research uses quantitative research method. Data collection techniques derived from questionnaires and the respondents in this research are millennial tourists aged 19 – 37 years with a sample size of 125 people. The purpose of this research to determine the effect of behavioral factors including personal factors, psychological factors, sosial factors, and cultural factors on the decision to visit Cap Go Meh festival. The results of this research prove independent variable simultaneously affect the decision of the visit, but partially social factors do not affect the decision of the visit, and the most influential factors in this research is psychological factor.

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