The effect of travel motivation, perceived risk, and travel constraint towards Medan generation Z's visit intention to Bali, Indonesia specifically Kuta area through destination image = Pengaruh motivasi wisata, persepsi risiko, dan hambatan perjalanan terhadap minat kunjungan generasi Z kota Medan ke kawasan Kuta, Bali, Indonesia melalui Citra destinasi

Gracia, Gracia (2023) The effect of travel motivation, perceived risk, and travel constraint towards Medan generation Z's visit intention to Bali, Indonesia specifically Kuta area through destination image = Pengaruh motivasi wisata, persepsi risiko, dan hambatan perjalanan terhadap minat kunjungan generasi Z kota Medan ke kawasan Kuta, Bali, Indonesia melalui Citra destinasi. Masters thesis, Universitas Pelita Harapan.

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Abstract

In these eras that is mostly dominated by the Generation Z population, much research was done to investigate the behavior of this certain group. Same goes to the business marketing strategy that is mostly starting to shift and centered on Generation Z as the potential customers. Kuta as the most popular first touristic area located in the internationally famous Island Bali for tourism activities in Indonesia. With that reason in mind, Kuta is part of the tourism destination that represent Indonesia. Henceforth, this are the bigger reason in this study to investigate the factors affecting Medan Generation Z’s visit intention to the tourism industry in Kuta Area through destination image, specifically analyzing the Travel Motivation, Perceived Risk, and Travel Constraint. The research study employs a quantitative research design and processed the data using the Structural Equation Modelling (SEM) with AMOS 26.0 to analyze the data gathered from total 105 respondents. The data was gathered using nonprobability snowball sampling technique to male and female respondents aged 18-24 years old residing in Medan. The findings of this research study will provide a valuable insight for the tourism industry in Kuta to develop effective marketing strategies to attract more potential visitors from Medan’s Generation Z population./Di era yang sebagian besar didominasi oleh populasi Generasi Z ini, banyak penelitian dilakukan untuk menyelidiki perilaku kelompok tertentu ini. Begitu pula dengan strategi pemasaran bisnis yang sebagian besar mulai bergeser dan berpusat pada Generasi Z sebagai calon konsumennya. Kuta sebagai kawasan wisata pertama yang paling populer terletak di Pulau Bali yang terkenal secara internasional untuk kegiatan pariwisata di Indonesia. Dengan alasan tersebut, Kuta merupakan bagian dari tujuan wisata yang mewakili Indonesia. Oleh karena itu, inilah alasan yang lebih besar dalam penelitian ini untuk menyelidiki faktor-faktor yang mempengaruhi minat berkunjung Generasi Z Medan ke industri pariwisata di Kawasan Kuta melalui citra destinasi, khususnya menganalisis Motivasi Perjalanan, Persepsi Risiko, dan Kendala Perjalanan. Studi penelitian menggunakan desain penelitian kuantitatif dan mengolah data menggunakan Structural Equation Modeling (SEM) dengan AMOS 26.0 untuk menganalisis data yang dikumpulkan dari total 105 responden. Pengumpulan data dilakukan dengan teknik nonprobability snowball sampling pada responden pria dan wanita berusia 18-24 tahun yang berdomisili di Medan. Temuan penelitian ini akan memberikan wawasan berharga bagi industri pariwisata di Kuta untuk mengembangkan strategi pemasaran yang efektif untuk menarik lebih banyak pengunjung potensial dari populasi Generasi Z Medan.

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