INFLUENCE OF HOSPITALITY INDUSTRY SALES MARKET SEGMENT TOWARDS STAYCATION TOURISM IN BANTEN PROVINCE

Sri Yulianti; Cucu Hodijah; Neneng Delis Fatonah; Fakhri Munziar; Asep Jamaludin

Sri Yulianti Widyatama University Doctoral School of Management Science
Cucu Hodijah Widyatama University Doctoral School of Management Science
Neneng Delis Fatonah Widyatama University Doctoral School of Management Science
Fakhri Munziar Widyatama University Doctoral School of Management Science
Asep Jamaludin Widyatama University Doctoral School of Management Science

Keywords: Market segmentation, Sales Promotion, Hospitality, Staycation Tourism, Province Banten.

Abstract

The potential of the hotel business is one part of the tourism industry in every sector spread across the Banten Province, West Java is the basic capital in the development of tourism and lodging in hospitality. Banten Province has established a leading tourist attraction that is strongly influenced by the hotel industry sales market segment towards staycation tourism in the area. In 2023, data from the Banten Provincial Tourism Office is one of the areas with great tourism potential, which includes 279 natural tourism, 49 cultural tourism power, 61 artificial tourism, 48 special interest tourism and 110 religious’ tourism. In addition, there are 10 museums, 116 ancient sites and 61 historical buildings. accompanied by the promotion of several business units supporting the tourism sector which include: hotels, restaurants, accommodation, and travel agencies. Purpose This study determines the influence of hotel industry sales market segmentation from the characteristics of hospitality management, overall staycation tourism perception, interest, and motivation of tourists visiting tourist destinations in Banten Province towards the Staycation tourists. This study uses descriptive analysis of the quantitative method with primary data which includes observation, surveys and interviews, and questionnaires from 120 respondents of tourists staying at hotels, In addition to secondary methods using various types of policy and regulatory documents, planning documents, statistical data, and others, The results of this study illustrate the market segmentation of sales promotion of the hotel industry towards staycation tourism various tourist destinations in Banten Province, whose influence is very significant even though there are still shortcomings in tourist destinations.