Tourist Preferences in East Flores District

Asia Tourism Forum 2016 – The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16)

TOURIST PREFERENCES IN EAST FLORES DISTRICT

1Ina Veronika Ginting, S.Sos., M.I.Kom 2Endang Komesty Sinaga, S.S, MM.Par 3Drs. Rachmat Muljawan, MM.Par

4Dina Elfrida Rajagukguk 7Fransiskus Henry Setiawan 5Gebi Desiani 8Oktaviyani Yusnida 6Renaldy Dwi Muharram 9Adinda Adilla Farameutia

1,2,3,4,5,6,7,8 Sekolah Tinggi Pariwisata Bandung Bandung, Indonesia [email protected]

Abstract - East Flores Distric is one of district at The conclusion, tourist preference motivated from East Nusa Tenggara that has natural and their internal motivation, which is pilgrim cultural tourist attractions potential. Based on activities. the data from Swisscontact in 2013 there is an increasing number of international tourists Keywords: Preferences; East Flores District; visiting each years, but in the last year 2014, the Tourists Profile; Structure Preferences; Internal target of tourists visiting is not as expected. Decisions; External Decisions They visited East Flores District in less than two days. Therefore, to meet the target of tourists Introduction visiting at East Flores District, an analysis of tourist preferences need to conduct in order to Tourism is one of the important sectors extend the tourists’ length of stay at East Flores. East Flores District has the main spiritual event economies in Indonesia, which became one as tourist attraction potential that is located in of the greatest contributions to national Larantuka as the capital city of East Flores revenue. The development of tourism has namely is Samana Sancta as an Easter been proven to have a positive effect with Celebration (Holy Week) due of Larantuka is major changes in society. Economically, broadly known as a place for Catholic Pilgrims. Besides that Larantuka also has the natural and tourism gives impacts on business decisions cultural beauty that have to be developed as one and employment opportunities, increasing of tourism destination. This becomes a challenge per capita income and increasing in foreign for the stakeholders of East Flores to attract exchange. people to travel to Larantuka beside than Semana Sancta event motive. The research East Flores district is an archipelagoic method is applied with descriptive quantitative methode and design with descriptive analysis, district in East Nusa Tenggara province, and use Chi Square for the analysis technique. which includes mainland East Flores district, Based on datas and analysis during the Adonara and Solor Island. This geographical research, the result of analysis, that tourist character turns out to load a resource that is preferences in East Flores can be determined so rich in the form of starfish archeology, from : (1)tourist profile aspect dominated by domestic and international tourists, (2)Structure cultural history and art, flora and fauna, as preferences aspect based on destination option, well as dense maritime potential. Generally, information availability, family and relative people of East Flores are fishermen and recommendation, norms and culture reason, farmers to exploit the potential of existing (3)Decision making of visiting East Flores natural resources. determined by tourist’s internal and external motivation.

Geographically, East Flores district is Anchorage cruise in East Flores is a located in parts of the eastern island of positive impact, based on the data the Flores, and it is easy to reach from any frequent of cruise tourists who visit East direction, along with the increasingly open Flores for tourism because it becomes a and the development of the good opportunity to increase the number of telecommunications network and tourists. It is just need to know the infrastructure support in the communications preference of tourist who visit East Flores so sector, including the already open flight path that can be offer the package tour as a from Kupang to Larantuka, network services tourism product beside pilgrim tourist PT PELNI that stop Larantuka from various attraction. major cities in Indonesia, ferry services from Kupang with a frequency almost every day, According Swisscontact research (2013) as well as land transport flows that connect the tourists length of stay beside the spiritual all districts on the island of Flores. Other Semana Sancta commemoration is less than public facilities services such as tourism two days. The figure below is the following amminities and accesibility there are : data of tourists’ length of stay East Flores accommodation / lodging, restaurants, inter- district. island sea transport, post and FIGURE 1 telecommunications, banks, hospitals TOURISTS’ LENGTH OF STAY IN support the East Flores as the potential EAST FLORES tourism destination. East Flores District has many potential attractions that can be developed to increase the visitors especially <2 days the samana sancta commemoration every 3 days year as the main turist attraction with the 4 days catholic pilgrame activities purpose at 5 days Larantuka. As an alternative destination that 6 days is spiritual travel. The spiritual tourism 7 days 8 days attraction in this area is on the town of TOURISTS’ LENGTH OF STAY IN EAST FLORES Larantuka. In addition to the existing spiritual, East Flores district also has a Source: Data Swisscontact 2013 variety of attractions such as the natural Therefore, an analysis is needed to beauty and culture that needs to be determine the motivation of tourists to visit developed as a tourist attraction. This has East Flores district and how to increase the become a challenge for East Flores district length of stay in East Flores. Various stakeholders how to bring tourists outside existing tourism potential in East Flores Semana Sancta activities, so that the number district expected to attract tourists to visit so of tourist arrivals could increase. as to increase the length of tourist visits by Based on the results of interviews introducing a tourist attraction owned by investigators with the East Flores District East Flores district in accordance with the Government Tourism Office, the number of desire of tourists. visitors of tourist arrivals in 2015 is In order to provide the best service for expected to increase from the previous year, tourists, the travel services provider should counted to 23,271 travelers consisting of understand the preferences of tourists. 271 foreign tourists and 23,000 domestic According to Nursusanti (2005), "traveler tourists.

preferences come from the desire and needs PURPOSE OF THE STUDY of tourists to the tourism product on offer in making tour". Currently the tourist a. Knowing the profile of domestic and motivation and needs to the tourism product foreign tourists in East Flores. is more complex, dinamic, and insist to the b. Knowing the structure of domestic quality that is associated with the principles tourist preferences and foreign in of sustainable development. The tourist East Flores. destination area must be competable to all c. Knowing the internal decision of the changing demands by always concern to domestic and foreign tourists in East the advice of the various interested Flores. participants especially for the differennces d. Knowing the decision of external of tourists preverence in choosing the tourist domestic and foreign tourists in East attraction. Flores. According to Luiz Moutinho (2012: 120) Preferences are formed by perception of "preference is the structure of the desire of the product according to the stages of tourists against the destination depending on information processing (Mowen and Minor factors such as the additional information in Sumarwan, 2012) Schiffman and Kanuk that is designed, effective decision on the (2004) in Sumarwan (2012) defines destination can be expected to change the preference as the way a person sees the times of a longer visit. Among these factors, world around. Two individuals may receive incorporated with the influence of internal the same stimulus in the same conditions, factors in the environment where there are but how to process the stimulus will depend norms and cultural values, desires groups, on the needs, values and expectations of the family, financial status, and social levels. individual. Consumer preferences related to All of it is determined by the structure of consumer expectations what product they preferences that will affect the tourism really like. Preference is a things that have product evaluation. Each determinants of to be first and priority than others, priorities, preference structures composed of concepts preferences, tendencies, and more preferable such as personality, lifestyle, and (Ministry of Education, 2001). motivation. " Based on the notions above, it can be Motivation can be defined as an concluded that the preference is a awareness of the needs of psychology that is component which plays an important role influenced by genetic factors, experiences that should take priority to support the and situations. Trough this research of changing demands of the various interested tourist preferences is expected to reveal the parties, especially tourists who have tourists motivation and the influence different preferences in visiting a decision in East Flores. Therefore, destination. researchers are interested in conducting According to Luiz Moutinho (2012: 120) research titled “Tourist Preferences in East “The decision process may be studied as a Flores District”. sequence of conflict situations constituting a decision process are those that precede the choice and are necessary to explain what is chosen. This decision results in a psychological predisposition in terms of intension towards the buying act”. The result

of these decisions tends to psychological in based on the tourists motivations, needs and buying. Tourists decision based on the expectations in a personal and social. The illustration that they felt, destination decision process of travel consists of four promotion, a past experience, overview of fields that affect the final decision, namely potential destinations, travel intermediaries, stimulant travel, internal variables, external advice or social interaction. The decision variables and characteristics of the tourist process is determined by conscious destination. background of tourists that includes the formation of beliefs and illustration, holiday Travel Motivation evaluation concept, and the decision to Travel motivation is an important thing travel. for tourists to take a decision. tourist motivation is very basic thing because There are many factors that influence motivation is the trigger of the travel tourists motivation, according to John process, although the motivation is often not Swarbrooke & Susan Horner (1996) some of realized by the tourists themselves which are illustrated in Figure 2 below, (Sharpley, 1994). regarding internal and external factors that The analysis of motivation is more affect the decision to travel. Here are the important if associated with tourism, in internal and external factors that affect the which human behavior is influenced by a travel decision. variety of motivations. Basically, travel is motivated by several things to encourage the travel. Motivation can be defined as an FIGURE 2 awareness of the needs by psychology that is FACTORS AFFECTING VACATION IN influenced by genetic factors, experiences DECISION MAKING and situations. After that the structure of traveler preferences, through to know the factors of decision-making and purchasing factor. According to Mc Intosh and Goeldner in Cooper (1993: 124-125) suggests that traveler’s motivation can be grouped into four, namely: 1. Physical motivation, is done for the purposes of healthy, body refreshing, exercise, and enjoy leisure time with the aim of reducing the pressure on regular activities. 2. Cultural motivation is done with the aim want to know the culture of an area, as a lifestyle, music, arts, dances, and things that are unique and original of a culture. 3. Interpersonal Motivation, such like seeing friends, relatives and spiritual Schmoll makes a decision model of enlightenment. sightseeing travel that should be thoroughly

4. Status or prestige that is motivation 2. Preference Structures to do for education, science, recognition or attention of others. No Structure Preference

Theory of the relevany motivation in this Domestic Percentage Foreign Percentage reasearch is used in this study as related in Tourist Tourist courage factors for the tourists visit East 1 Information 70% Information 64.7% Flores. The motivation will affect how the on the on the product components impress the tourist adequacy of adequacy of preferences in East Flores. East Flores East Flores district is district isnt Finding and dicscussion enough enough 2 East Flores 95% East Flores 94.1% 1. Tourist Profile district as the district as the election of election of No Tourist Origin the right the right destination destination Domestic Persentage Foreign Persentage Tourist Tourist 3 Norms and 87% Norms and 88.2% 1. Kupang 29% Timor Leste 35,3% culture is a culture is a reason to reason to 2. Jakarta 17% Philippine 23,5% visit Ke East visit East Flores Flores 3. Bandung 13% Australia 11,8% district district

4. Maumere 9% Spain 11,8% 4 Family or 58% Family or 58.8% friends is not friends is 5. Yogyakarta 7% United 5,9% a reason to thereason to State visit East visit East Flores Flores district district 6. Ende 3% Belgium 5,9%

7. Lembata 3% Japan 5,9%

Based on the data obtained, the tourists said that the information Domestic and foreign tourists obtained regarding the East Flores who visited East Flores district do district already provide sufficient not dominate between men and information, but the tourists argued women also the work that dominates that the information provided has not is private employees, and domestic been given enough information. tourists who visit the East Flores Norms and culture contained in East district come from Kupang while the Flores is a tourist's reason to travel to foreign tourists come from Timor the East Flores District. Motivation Leste which can also be used as a is also supported by the strength of target of potential market. cultural attractions owned East Flores District.

3. Internal Decision 10. Service Yes 78% Yes 76,5% Quality No Internal Domestict Perce Foreign Perce according Decision Tourist ntage Tourist ntage to tourist expectati 1. Income Rp. 39% Rp.3.000.0 88,2% on 1.000.001 – 01- Rp. Rp. 5.000.000 3.000.000

2. Expenditu Rp. 43% Rp.3.000.0 35,3% No Tourist Domestic Foreign Motivation Tourist re 1.000.001 – 01- Rp. (Percentage) Tourist Rp. 5.000.000 3.000.000 (Persentage)

3. Tourists Yes 71% Yes 70,6% 1. Healthy 10% 18% healthy 2. Body Refresher 19% 35% 4. Decision myself 54% myself 88,2% Making 3. Sport 9% 18% arranged the trip 4. Recreation 47% 53% 5. Free time more than 76% more than 82,4% in a year 12 days 12 days 5. Reducing the 33% 41% that pressure of routine activites tourist 6. Traditional 70% 82% got from Culture company 7. Life Style 52% 65% 6. Have Never 56% Never 100% been to 8. Traditional Music 35% 29% East Flores 9. Art 41% 41% District before 10. Visiting Friends 29% 11% 7. Ideal 5-7 days 35% 3-5 days & 29,4% Time to 5-7 days 11. Visiting family 83% 11% Visit East Flores 12. Spiritual Recovery 83% 76% District 13. Travelling 60% 8. Intereste Religion 72% Adventure 47,1% 11% d Activity Activity in East 14. Official Duty 11% 11% Flores District 15. Education 19% 75%

9. Activity Religion 62% Religion 47,1% to do in Activity Activity East Flores Motivation of tourists’ arrival is District dominated by the motivation of spiritual enlightenment, while the foreign tourists are dominated by

regional cultural motivation. The most visited place as nature Additionally, time of holiday also attractions is Weri beach and the affect to how much they spend on most visited place as cultural tourism travel. The results of the data attractions is Chapels, like Chapel of indicate the time it takes travelers to Tuan Ana and Tuan Ma. Based on travel to East Flores district should the observation of the researchers, be done for 5-7 days. It can be seen the natural and cultural attractions as a good opportunity, so that located in East Flores district are still stakeholders can take this many who have not visited by opportunity to increase tourist tourists because of the lack of arrivals by offering a tourist information and did not already attraction that has the potential to be know tourist attraction that also has developed and one of the attractions potential. From the aspect of that have attracted tourists that is accessibility indicates that overall is religious activities and adventure. good. However, the absence of public transportation / special to go to several attractions as well as road conditions and the direction boards 4. External Decision are still not good. When viewed from External Domestic Percentage Foreign Percentage the aspect of amenities availability Decision Tourist Tourist consisting of hotel, café-restaurant and gift shop still cannot meet the Tourist with No 92% Yes 52,9% tour package needs of travelers. Availability of the hotel is still very minimal and Tourist get No 92% Yes 52,9% standardized hotels that do not fit. information One of the shortcomings that still from Travel look difficult is to find a restaurant Agent as well as the small number of gift Information Internet 74% Internet 70,6% shop, while gift shop is one of the Media that important sectors to support this used place because generally travellers will bring a souvenir from a place Infromation Yes 73% Yes 82,4% from family they visit.

Free Pass No 70,6% Domestic tourists who visit the Visa East Flores district generally do not use the services of travel agents, Health Yes 52,9% Yes 67% while the foreign tourists dominantly Condition in destination use the services of travel agents. Still at least the number of travel agents Climate Yes 67% No 52,9% in East Flores makes business travel reason agent services less active role in the development of tourism in East Flores, so we need the readiness of the stakeholders to be able to sell a travel package to market domestic and foreign markets.

FIGURE 3 indicators as a representative of the THE RESULT OF CHI-SQUARE profile with external decision of ANALYSIS domestic tourists obtained yield by 43.6% while foreign tourists obtained yield by 61,%.While based on the results analysis test about the interrelatedness of some indicators as representatives of the preference structures with external decision of domestic tourists, the result amounted to 18.8%, while foreign Based on analysis test results on tourists showed a significantly higher the association of some indicators as rate is 61.7%. These results indicate a representative of the profile with that there is a significant relationship the structure of domestic tourists’ between profile with external preferences, it obtained significant decision and preference structure results amounted to 39.77%, while with external decision. the foreign tourists showed a significantly higher rate is 67.6%. Conclusion & Recommendation These results have shown the Based on the results that it needs to be existence of a significant relationship known the tourist motivation of visiting the between profiles and preference East Flores district to analyze the tourists structures. preference. Therefore, the conclusions that Based on the results analysis test can be described are as follows, Tourist about the interrelatedness of some Profile mostly coming from Kupang and indicators as a representative of the Timor leste that should be a good profile and the internal decision of opportunity to be a target potensial. domestic tourists obtained yield was Preference structure dominated of 58.5%, while foreign tourists Norms and culture contained in East Flores obtained yield was 64.8%. In is a tourist's reason to travel to the East addition, based on the results Flores District because East Flores culture analysis test about the and norms are very unique and attractive. interrelatedness of several indicators as representatives of the preference Internal decision dominated of structures with internal decisions of motivation of spiritual enlightenment and domestic tourists obtained yield was regional cultural motivation, tourists visit to 31.6%, while foreign tourists showed East Flores for the pilgrimage and follow the a significantly higher rate is 49.1%. semana sancta commemoration, and also as These results indicate that there is a East Flores have a unique cultures which significant relationship between the can attract foreign tourists. structure of preferences and profile with preference structures with External decision dominated of visited internal decisions. place as nature attractions because East Flores has unspoiled natural beauty that not Based on the results analysis test many untouched, and visited place as about the interrelatedness of some cultural tourism attractions such as chapels ,

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