Motivational factors driving tourists to emerging tourism villages: Insights from Mekarlaksana Bandung
DOI:
https://doi.org/10.22219/satwika.v9i1.39008Keywords:
factor analysis, tourist motivation, community-based tourism villageAbstract
Tourists have diverse preferences and motivations when selecting destinations to visit. Indonesia's tourism sector offers a wide array of options, including tourist villages, nature-based tourism, and artificial attractions. This study examines the motivational factors influencing tourists to visit Mekarlaksana Tourism Village in Bandung Regency, a developing pilot tourism village that has already attracted numerous visitors, including international tourists. This study aims to identify the factors motivating tourists to visit the Mekarlaksana Tourism Village, determine the predominant factors influencing their visits, and analyze the characteristics of these tourists. This study employs a descriptive quantitative methodology, utilizing data collected through questionnaires distributed to tourists who visited the Mekarlaksana Tourism Village. Factor analysis was the primary technique employed in this study. The findings reveal the emergence of eleven new motivational factors for visiting the Mekarlaksana tourism village: leisure experience, recreation and social experiences, self-actualization, learning exploration, relationship, convenient access, self-renewal, tropical highland, adventure, vision, and uniqueness, with leisure experience being the most dominant factor. The global trend is shifting towards eco-tourism and environmentally responsible recreation to mitigate the negative impacts on nature. This research can inform the development of tourist villages, particularly in terms of economic considerations, by aligning them with visitor motivations.
Wisatawan memiliki kebutuhan dan pilihan untuk mengunjungi tempat wisata yang mereka inginkan. Pariwisata di Indonesia menawarkan banyak pilihan untuk dikunjungi, seperti desa wisata, wisata alam, wisata buatan, dan lain sebagainya. Dalam penelitian ini, penulis menganalisis faktor motivasi wisatawan berkunjung ke Desa Wisata Mekarlaksana, Kabupaten Bandung yang merupakan desa wisata percontohan yang sedang dikembangkan namun sudah banyak wisatawan yang datang bahkan hingga wisatawan mancanegara. Tujuan dari penelitian ini adalah untuk mengetahui faktor apa saja yang memotivasi wisatawan berkunjung ke Desa Wisata Mekarlaksana, faktor apa saja yang mendominasi wisatawan dalam berkunjung ke Desa Wisata Mekarlaksana dan karakteristik wisatawan. Metode yang digunakan dalam penelitian ini adalah deskriptif kuantitatif berdasarkan data yang telah diperoleh melalui penyebaran kuesioner kepada wisatawan yang pernah berkunjung ke Desa Wisata Mekarlaksana. Teknik yang digunakan dalam penelitian ini adalah teknik analisis faktor. Hasil yang diperoleh dari penelitian ini membentuk sebelas faktor baru yang memotivasi wisatawan untuk berkunjung ke Desa Wisata Mekarlaksana, yaitu Leisure Experience, Rekreasi dan pengalaman sosial, Aktualisasi Diri, Eksplorasi Pembelajaran, Relasi, Kemudahan Akses, Pembaharuan Diri, Dataran Tinggi Tropis, Petualangan, Visi, Keunikan dan yang mendominasi adalah Leisure Experience. Tren global mengarah pada ekowisata dan rekreasi yang lebih bertanggung jawab dan berbasis lingkungan untuk mengurangi dampak negatif terhadap alam. Penelitian ini dapat memberikan kontribusi terhadap motivasi pengunjung sehingga dapat menyesuaikan pengembangan desa wisata, terutama dalam hal ekonomi.
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