PENGARUH ORIENTASI BUDAYA PENGHINDARAN KETIDAKPASTIAN TERHADAP GAYA BELANJA PADA WISATAWAN NUSANTARA
DOI:
https://doi.org/10.29303/jmm.v7i4.346Abstract
This research aim is to get a depth understanding to the potential of difference in shopping style related to the culture orientation to avoid uncertainty in the tourist group. This research was conducted in three tourist sites, namely: Senggigi Beach, Gili Terawangan, and Kuta Beach. With Manova analysis known that tourists who have high uncertainty avoidance orientation tend to have decision-making style that prioritizes; quality, value, well-known brand, loyal to the brand, and confusion because of the many options. While at Travelers who have low uncertainty avoidance orientation tend to have a decision-making style that characterized expenditure: fashion consciousness, orientation recreational, and impulsive. By knowing the relationship between uncertainty avoidance cultural orientation and style tourist spending will bring enormous benefits to the tourism industry and government in promoting the activities of tourist spending, especially for the domestic market segment. Tujuan penelitian ini adalah untuk mendapatkan pemahaman yang mendalam terhadap potensi perbedaan gaya belanja yang terkait dengan orientasi budaya untuk menghindari ketidakpastian dalam kelompok wisatawan. Penelitian ini dilakukan di tiga lokasi wisata, yaitu : senggigi beach, termasuk gili terawangan dan pantai kuta. Dengan analisis manova tahu bahwa wisatawan yang memiliki ketidakpastian tinggi penghindaran orientasi cenderung memiliki gaya pengambilan keputusan yang mengutamakan; kualitas, nilai, merek terkenal, setia kepada merek dan kebingungan karena banyaknya pilihan. Sementara pada wisatawan yang memiliki orientasi penghindaran ketidakpastian rendah cenderung memiliki keputusan-membuat gaya yang dicirikan pengeluaran : Mode kesadaran, orientasi rekreasi dan impulsif. Dengan mengetahui hubungan antara ketidakpastian penghindaran budaya orientasi dan gaya pengeluaran wisata akan membawa manfaat besar bagi industri pariwisata dan pemerintah dalam mempromosikan kegiatan wisata belanja, terutama untuk pasar domestik segmen.Keywords :Shopping style, uncertainty avoidance, domestic travelers
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Published
2018-12-08
How to Cite
Rinuastuti, B. H., Rusdan, R., Sagir, J., & Darwini, D. (2018). PENGARUH ORIENTASI BUDAYA PENGHINDARAN KETIDAKPASTIAN TERHADAP GAYA BELANJA PADA WISATAWAN NUSANTARA. Jurnal Magister Manajemen, 7(4), 57–69. https://doi.org/10.29303/jmm.v7i4.346
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