Ekonomi dan Bisnis (Sep 2020)

Bisnis Eco-Park Di Mata Milenial: Eksplorasi Persepsi Dan Intensi Milenial Mengunjungi Eco-Park

  • Luh Putu Mahyuni,
  • Gusi Putu Lestara Permana,
  • I Made Sindhu Yoga,
  • I Wayan Arta Setiawan

DOI
https://doi.org/10.35590/jeb.v7i1.1689
Journal volume & issue
Vol. 7, no. 1
pp. 75 – 90

Abstract

Read online

This research was conducted to provide an insight of the tourism trends that lead to the concept of nature tourism. This study aims to explore the perception of millennials towards eco-park and factors that influence their intention to visit eco-park. This study offers a comprehensive model to understand factors that influence the intention of the millennials to visit eco-park through the Theory of planned behaviour as a guidance on the process of determining interview questions and data analysis. Data were collected through in-depth-semi-structured interviews with 60 millennials living in Denpasar, and then were analysed through the process of coding and themeing. This study indicates that the millennials have positive perceptions towards eco-park. They perceive that eco-park is a nice place to enjoy beautiful landscape and fresh air; to refresh the mind; to study botanic in its natural environment; to have open-door sport activities, and to get nice spots to take picture. This study also indicates that the intention of millennials to visit eco-park is influenced by three factors, namely, (1) Their own perception towards eco-park; (2) The external factors, namely, family, friends, influencers, visitor review/rating, information available on the internet; (3) Perceived barriers to visit eco-park, namely, cost, weather, access to the location, and cleanliness of the park. Furthermore, this model can be used as a reference for the future research to develop survey instruments as empirical evidence that can be generalized related to factors that influence the intentions of millennial generation visiting eco-parks. Besides, results of this study could inform questionnaire formulation to further empirically test the model explaining the millennials intention to visit ecopark. Entrepreneurs who are interested in developing eco-park business could also take the results of this study as valuable reference, particularly in terms of eco-park design which meet the millennials’ expectations and effective marketing strategy to millennials.

Keywords