Rancangan Program Wisata Perkotaan Berdasarkan Motivasi dan Persepsi Pengunjung di Kecamatan Menteng, Kota Jakarta Pusat.

Abstract

Kegiatan wisata di Kecamatan Menteng masih spontan dan berulang sehingga berisiko mengalami stagnasi, sementara motivasi dan persepsi pengunjung belum dipetakan secara sistematis. Penelitian ini bertujuan menyusun rancangan program wisata perkotaan di Kecamatan Menteng berdasarkan motivasi dan persepsi pengunjung. Data dikumpulkan melalui observasi lapangan dan penyebaran kuesioner berskala Likert lima tingkat kepada 200 responden dengan teknik accidental sampling, kemudian dianalisis secara deskriptif kuantitatif dan diuji dengan Chi-Square untuk mengetahui hubungan usia dengan variabel penelitian. Hasil penelitian menunjukkan motivasi sosial memperoleh nilai tertinggi, sedangkan motivasi fisik dan status berbeda signifikan menurut usia. Persepsi terhadap experiential marketing tergolong positif dan merata pada semua kelompok usia, dengan dimensi sense sebagai pengalaman terkuat dan think sebagai pengalaman terlemah. Berdasarkan temuan tersebut, dirumuskan dua program wisata, yaitu Urban Nature Heritage dan Urban Iconic Journey yang dilengkapi website potensi wisata untuk mendukung pengembangan wisata perkotaan yang terarah dan berkelanjutan.

Tourism activities in Menteng Sub-district remained spontaneous and repetitive, thereby risking stagnation, while visitor motivation and perception had not been systematically mapped. This study aimed to formulate an urban tourism program design for Menteng Sub-district based on visitor motivation and perception. Data were collected through field observation and a five-point Likert scale questionnaire distributed to 200 respondents using accidental sampling, then analyzed descriptively and quantitatively and tested with Chi-Square to examine the relationship between age and the research variables. The results showed that social motivation obtained the highest value, whereas physical and status motivations differed significantly by age. Perception of experiential marketing was positive and evenly distributed across all age groups, with the sense dimension being the strongest experience and the think dimension the weakest. Based on these findings, two tourism programs are formulated, namely Urban Nature Heritage and Urban Iconic Journey, complemented by a tourism-potential website that supports directed and sustainable urban tourism development.