Two Step Cluster Analysis for Tourist Segmentation Coastal Object for Green Marketing Strategy

Abstract

Regional autonomy causes the Government of Malang Regency needs to increase local revenue, one of them by maximizing the existing tourism potential, such as Balekambang Beach and Batu Bengkung attractions. The purpose of this study is to determine the grouping of tourists formed based on demographic segmentation and satisfaction of tourists who visit the two beach attractions. The statistical analysis that can be used for grouping objects is cluster analysis. For mixed data, the combination of metric and non-metric grouping data can be performed with Two Step Cluster Analysis. The population in this study is all tourists Balekambang beach and Batu Bengkung, Malang regency. Using the rule of tumb, the sample size for this study is 120 samples. Sampling technique in this research use nonprobability sampling method with accidental base and quota sampling. This research applied two step cluster analysis using log-likelihood distance. The results of this study showed that Balekambang Beach and Batu Bengkung Beaches each formed three optimal clusters, while the tourists from the two coastal joints formed two optimal clusters. Overall, the tourist clusters formed on the joint and each coast have low satisfaction rates.