TA DIGITAL
Factors of Tourist Arrivals in Semarang City: The Interplay of Economic Condition with Transportation, Accommodation, and F&D Businesses = Factors of Tourist Arrivals in Semarang City: The Interplay of Economic Condition with Transportation, Accommodation, and F&D Businesses
This final project investigates the factors influencing tourist arrivals in Semarang City. Using the qualitative and quantitative approach, it analyzes the pull factors on how there are various transportation that can be easily accessed, with the best quality of accommodation and food and drinks offered, with external determinants such as the economic climate and pandemic that determine tourist arrivals to Semarang City. The study acknowledges the role of marketing strategies used by Disbudpar, considering the 7P marketing mix framework, to enhance Semarang's appeal as a tourist destination. The ultimate objective is to contribute to a more sustainable and thriving tourism sector, fostering positive economic benefits for Semarang and enhancing the overall tourist
experience. This research has three primary goals: 1) to analyze the influence of
transportation and accommodation businesses on tourist arrival numbers, 2) to examine the impact of economic conditions and the COVID-19 pandemic on tourist arrivals, and 3) to investigate the marketing strategies employed by Dinas Kebudayaan dan Pariwisata (Disbudpar) Kota Semarang to attract tourists. The analysis method used in this final project is the multiple linear regression analysis to process and analyze the determinants of tourist arrivals which is strengthened by an interview with the sub-coordinator of cultural and tourism information from Disbudpar. With the research, analysis, and interview done during the process of making this final project, the results are that; the transportation businesses have a positive effect on the number of tourists coming into Semarang City. The accommodation and food and drinks sector have a negative effect on tourist arrivals, where the economic condition have a negative effect tourist arrivals but it depends on what condition it is going through. As if it’s the normal condition, it will gradually increase the number of tourist arrivals and if it’s pandemic, it will decrease the number of tourist arrivals to Semarang City. With using the 7P Marketing Mix framework it can help understand and create unique strategies to implement for Semarang City. This final project is envisioned to empower tourism professionals, stakeholders, transportation and accommodation and food and drinks sector to find their best strategies and attract more visitors to Semarang City.
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