OBYEK WISATA WADUK CENGKLIK KABUPATEN BOYOLALI : TINJAUAN DARI BAURAN PEMASARAN DAN KESEDIAAN MEMBAYAR

Abstract

ABSTRACT

The aims of this research are to find out the factors of marketing mix considered by visitors in visiting and knowing the willingness to pay especially in The Tourism Object of Cengklik Reservoir Boyolali. The basic method of this research is descriptive statistics. This research uses two data analysis, the factor analysis and willingness to pay analysis. This research concludes that the result of  factor analysis uses 24 variables that meet the criteria and 6 formed core factors. Factors considered as decision-making in visiting The Tourism Object of Cengklik Reservoir Boyolali are service, access costs, place, location guidance, product rates and product factors. All of the formed factors have eigenvalue more than 1, as well as all of the formed variables have value of loading facor more than 0.500. The result of second data analysis is namely willingness to pay analysis which is obtained in the amount of 273,879,112 IDR. The result of willingness to pay analysis is gained from several cost components such as transportation costs, entry fees of the location, food and drink costs, parking fees, boat ride costs, gethek transportation fees and other costs. Aside from the cost components mentioned before, the number of visitors of The Tourism Object Cengklik Reservoir Boyolali also becomes one of considerations in calculating the willingness of pay analysis. The number of last year visitors (2016) in Cengklik Reservoir Boyolali are 6,596 visitors.