Cultural Tourism Marketing Model Based on Multivariate Analysis in Geographic Information System: A Systematic Review of the Literature

Abstract

The growth of cultural tourism is one of the key areas supporting Indonesia’s policy direction for 2025–2030. This focus aligns with Pillar 8 of the Sustainable Development Goals (SDGs), which promotes decent work and economic growth. Based on previous observations, the factors influencing cultural tourism marketing are inherently multivariate, making it feasible to construct a model based on multivariate analysis. Several multivariate analysis methods have been frequently employed in prior studies, including Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Principal Component Analysis (PCA), Logistic Regression, and Cluster Analysis, among others. Another significant factor influencing cultural tourism is the growing interconnectedness of information technology services, such as various web-based information system applications including Geographic Information System (GIS), which are often used as tools in cultural tourism marketing strategies. This systematic literature review formulates a hypothesis regarding the integration of multivariate analysis with GIS, suggesting that combining multivariate analysis models with GIS provides a more comprehensive spatial understanding of the distribution of tourist interests and enhances the planning of sustainable cultural tourism marketing strategies.