Consumer Preferences and Segmentation Analysis of Bogor Culinary Tourism

Ira Agustina, Ujang Sumarwan, Kirbrandoko Kirbrandoko

Abstract


This study was conducted to analyze the segmentation & profiling Bogor tourists, analyze consumer preferences towards typical culinary Bogor and the factors that influence them, and formulate appropriate strategies for the development of the typical culinary Bogor. This research used descriptive method survey. Segmentation and profiling analysis performed on the tourist city of Bogor were done with the help of a cluster analysis. For the second objective of this study, this used conjoint analysis to formulate a preference rating of Bogor to the typical culinary travel Bogor. Both of these analyzes were processed using an analysis tool SPSS 16.0. The results showed that there were three groups/ clusters on the tourist city of Bogor. Cluster i.e. one single adult was as much as 23 percent, and cluster of two adult family was as much as 71 percent, and the last cluster of young adults was as much as 6 percent. Traveler preferences resulting from this study were typical culinary areas of Bogor which had complete tourist facilities, ease of sitting, and friendly service. The strategy that can be formulated for the development of the typical culinary Bogor is a breakthrough in terms of marketing, promotion of standardization policy by the government to businesses typical culinary Bogor, as well as the central building typical culinary Bogor.


Keywords


preferences; segmentation; conjoint; cluster; culinary Bogor

Full Text:

PDF

References


Adiyoga, W., Nurmalinda. (2012). Conjoint analysis of consumer preferences towards product attributes potato, onion and red pepper. J. Hort., 22, 292-302.

Burhanuddin, Masithoh, S., Atmakusuma, J. 2002. Analysis of preferences and consumption patterns buffalo meat to householders in Pandeglang. Med. Pet, 25, 1-6.

Amuquandoh, F. E., Ramos, A. (2013). Traditional food preferences of tourists in Ghana. British Food Journal, 115, 987 – 1002.

Guler, O et al. (2016). What is Your Favorite Local Food Menu ? Application of Conjoint Analysis on The Eastern Mediterranean Cuisine of Turkey. Journal of Tourism and Gastronomy Studies, 4/3, 38 – 52.

Hanis, A. 2013. Consumer's preferences for eggs attributes in Malaysia : evidence from conjoint survey. International Food Research Journal, 5, 2865 - 2872.

Kembaren, S. C., Build, P., Sitepu, R. (2014). Tourism preference to visit Samosir Island tour with conjoint analysis. Saintia Mathematics, 3, 267-275.

Kivela, J. J. (1997). Restaurant Marketing: Selection and Segmentation in Hongkong. International Journal of Contemporary Hospitality, 9, 116-123.

Maraseta, G., Wilandari, Y., Sudarno. 2014. Pairwise-comparison conjoint analysis to determine the level of interest of the attributes of a tourism bureau. Journal of the Gaussian, 3, 391-400

Mulyadi, Andri, Fauziyah, E. 2014. Consumer preferences in the purchase of instant noodles in Bangkalan. Agriekonomik, 3, 65-80.

Murphy, M., Cowan, C., Henchion, M., O' Reilly, S. 2000. Irish consumer's preferences for honey: a conjoint approach. British Food Journal, 8, 585 – 598.

Palupi, N.S., Muhandri, T., Subarna. (2014). Consumer preferences and traders meatball noodles against corn wet noodles extrusion technologies. MPI Journal, 2, 204-212.

Suherlan, H., Hidayah, N. (2015). Attitude towards tourists culinary tourism product in Palembang. Journal of Tourism Ilmiaah STP Trisakti, 20, 1-13.

Sumarwan, U. (2011). Consumer Behavior: Theory and Practice in Marketing. Bogor: Ghalia Indonesia.

Swantari, A. (2013). Culinary tourism potential in Kemang Pratama, Bekasi. Mittra, 3 (2), 1-22.

Syahrir, Taridala, Bahari. (2015). Consumer preferences labeled rice. Agriekonomika, 4, 10-21.

Tripathi, S.N., Masood, H.S. 2010. An empirical study of tourist preferences using conjoint analysis. Int. Journal of Business Science and Applied Management, 2, 01-16.

Vanhonacker, F., Lengard, V., Hersleth, M., Verbeke, W. (2010). Profiling European traditional food consumers. British Food Journal, 112, 871 – 886.




DOI: https://doi.org/10.29244/jcs.2.1.13-24

Refbacks

  • There are currently no refbacks.


EDITORIAL OFFICE

Journal of Consumer Sciences
Department of Family and Consumer Sciences Building Level 2,IPB University
Kampus IPB Darmaga, Bogor 16680, Indonesia
Phone +62-251-8627432
e-mail: jcs.ikkipb@gmail.com/jcs@apps.ipb.ac.id
http://jurnal.ipb.ac.id/index.php/jcs


©Copyright of Journal Of Consumer Sciences (e-ISSN: 2460-8963) Supported by OJS 

Creative Commons License

Journal of Consumer Sciences is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.