Persepsi Wisatawan Gen Z Tentang Kawasan Wisata Bukit Lawang Khusus Kecamatan Bahorok Kabupaten Langkat

Abstract

Bukit Lawang in Langkat Regency is known as a leading ecotourism destination, with orangutan viewing and tropical natural beauty as the main attractions. As the dominant tourist group today, Generation Z has unique preferences for educational and nature-based tourism experiences. This study used mixed methods: quantitative through questionnaires with 50 Gen Z tourists, and qualitative through interviews and field observations. The analysis was descriptive and thematic. The results showed that attractions such as orangutan trekking and tubing on the Bahorok River were highly popular. However, accessibility was a major obstacle, such as damaged roads and a lack of public transportation. Public facilities such as restrooms and rest areas were also considered inadequate, despite the presence of several restaurants and cafes. The conclusion of this study is that Gen Z considers Bukit Lawang attractive and educational, but it needs improvements in infrastructure, tourist facilities, and more targeted digital promotion to increase its appeal.

Keywords: Bukit Lawang, Ecotourism, Nature Tourism, Gen Z, Tourist Perception