Strategi Pengembangan Objek Wisata Berdasarkan Preferensi Konsumen : Studi Kasus Di Tirta Ceria Waterpark

Abstract

Tourism competition in the recreation sector is increasingly driven by consumer demands for quality, safety, and added value. Tirta Ceria Waterpark as a local recreation destination, faces fluctuating visitor numbers and increasing consumer expectations. This study aims to formulate a waterpark development strategy by identifying consumer preferences through quantitative analysis. Data from 110 respondents were processed using conjoint analysis and descriptive statistics. Five attributes—price, swimming pool facilities, promotions, additional facilities, and security—were examined to determine the ideal combination of services. The results showed that the combination desired by consumers was a Free Weekend Pass for a Month of IDR 140,000, additional facilities such as skybox/waterslide/wavepool, with the addition of Bundling Entrance Ticket and Drink-Food promos, additional facilities such as flying fox, ATV, Mobile Remote and the addition of CCTV in various areas in the swimming pool. This study provides managerial recommendations for strategic facility development and pricing decisions, which contribute to sustainable visitor satisfaction and competitiveness in the tourism industry.