MOTIVATION-BASED SEGMENTATION OF THEME PARK VISITOR

Syahla Karima Musfha, - and Heri Puspito Diyah Setiyorini, - and Rijal Khaerani, - (2025) MOTIVATION-BASED SEGMENTATION OF THEME PARK VISITOR. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Theme parks serve as significant tourism attractions that necessitate strategic reorientation, given the evolving expectations and experiences of tourists. The diverse motivation segments of theme park visitors indicate varying incentives, which impact their decisions and actions while at the theme park. This study aims to segment theme park visitors based on their visitation motivations, utilizing four primary variables: Challenge, Curiosity and need for different, Escape and relaxation, and Socializing with family and friends. A quantitative method was employed, collecting data through structured questionnaires from 450 respondents who had visited a theme park. Data were reduced using Principal Component Analysis (PCA) and K-Means to form clusters. The research findings indicate several motivations influencing theme park visitation, namely: Experiential Enjoyment Seekers, Escape and Fun-Oriented Visitors and Relationship-Driven Companions. This study contributes to expanding the existing literature on visitor motivations and offers managerial implications for theme park managers to adjust their marketing strategies according to these clusters, thereby enhancing visitor satisfaction and loyalty towards the theme park. Keywords: Motivation-Based; Tourist Segmentation; Theme Park; Marketing Strategy; Cluster Analysis.

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Item Type:	Thesis (S1)
Additional Information:	Karya ini adalah tugas akhir setara dengan skripsi sesuai dengan SK Dekan Fakultas Pendidikan Ilmu Pengetahuan Sosial Nomor: B-5885/UN40.A2/PK.03.03/2025 Scholar Profile Syahla: https://scholar.google.com/citations?hl=en&user=gzHU7YsAAAAJ Orcid Profile Syahla: https://orcid.org/0009-0008-9354-2162 ID Sinta Dosen Pembimbing: Heri Puspito Diyah Setiyorini: 5978343 Rijal Khaerani: 6722119
Uncontrolled Keywords:	Motivation-Based; Tourist Segmentation; Theme Park; Marketing Strategy; Cluster Analysis.
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	SYAHLA KARIMA MUSFHA
Date Deposited:	08 Oct 2025 02:29
Last Modified:	08 Oct 2025 02:29
URI:	http://repository.upi.edu/id/eprint/142555

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