eprintid: 142555
rev_number: 15
eprint_status: archive
userid: 220051
dir: disk0/00/14/25/55
datestamp: 2025-10-08 02:29:27
lastmod: 2025-10-08 02:29:27
status_changed: 2025-10-08 02:29:27
type: thesis
metadata_visibility: show
creators_name: Syahla Karima Musfha, -
creators_name: Heri Puspito Diyah Setiyorini, -
creators_name: Rijal Khaerani, -
creators_nim: NIM2102706
creators_nim: NIDN0031107603
creators_nim: NIDN0421088501
creators_id: syahlamusfha@upi.edu
creators_id: hp_diyah@upi.edu
creators_id: rijal.khaerani@upi.edu
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Heri Puspito Diyah Setiyorini, -
contributors_name: Rijal Khaerani, -
contributors_nidn: NIDN0031107603
contributors_nidn: NIDN0421088501
contributors_id: hp_diyah@upi.edu
contributors_id: rijal.khaerani@upi.edu
title: MOTIVATION-BASED SEGMENTATION OF THEME PARK VISITOR
ispublished: pub
subjects: GV
subjects: H1
subjects: HD28
divisions: MPP
full_text_status: restricted
keywords: Motivation-Based; Tourist Segmentation; Theme Park; Marketing Strategy; Cluster Analysis.
note: 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
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.
date: 2025-08-27
date_type: published
pages: 17
institution: Universitas Pendidikan Indonesia
department: KODEPRODI93201#Manajemen Pemasaran Pariwisata_S1
thesis_type: other
thesis_name: other
official_url: https://jurnal.ampta.ac.id/index.php/MWS/article/view/922
related_url_url: https://perpustakaan.upi.edu
related_url_type: org
citation:   Syahla Karima Musfha, - and Heri Puspito Diyah Setiyorini, - and Rijal Khaerani, -  (2025) MOTIVATION-BASED SEGMENTATION OF THEME PARK VISITOR.  S1 thesis, Universitas Pendidikan Indonesia.   
document_url: http://repository.upi.edu/142555/1/TA_ART_S_MPP_2102706_SK.pdf
document_url: http://repository.upi.edu/142555/2/TA_ART_S_MPP_2102706_ART.pdf