Consumer Preferences Toward Marine Tourism Area


  • Silvy Fauziah Bina Nusantara University
  • Rudy Aryanto Bina Nusantara University



tourism marketing, tourist preferences, marine tourism destination, conjoint analysis


The marine zone tourism is growing attracting more tourists. Pramuka Island is marine conservation area enriched with marine biodiversity in coral reefs and other natural resources. To develop this potential tourist destination, a customer-based marketing program is required to attract domestic and foreign tourists. The main vision is to understand tourist preferences for marine tourism activities and facilities. A research was conducted on Pramuka Island as a well-known marine tourism zone. The objective was to determine the key tourist preferences for marine tourism destination. Research methods utilized Cochran Q test and Conjoint analysis where the primary data were obtained from tourist respondents. The result showed that there was a tourist preference based on the five attributes considered most important, namely tourism activities, tourist attractions, types of accommodation, food and souvenirs types. This study provided marine tourism destination management with useful guidance for broader implications of the implementation of marketing programs and tourism attraction. Moreover, the results of this study consolidated the learning of a variety of academic and industrial research papers in particular for the measurement of customer preferences towards marine tourism destination.


Plum Analytics


Aryanto, R. (2008). Memenangkan persaingan pemasaran antar akomodasi pariwisata di kepulauan seribu. Jurnal Sains Kepariwisataan & Pengetahuan Umum, 6 (3), 1 – 12.

Arikunto, Suharsimi. (2005). Managemen Penelitian (7th ed.). Jakarta: Rineka Cipta.

BPS (2012). Statistik Daerah Kepulauan Seribu 2012. Jakarta: BPS Kabupaten Kepulauan Seribu.

Cho H., Schwarz H., and Song H. (2008). Images and Preferences. Visual Marketing: From Attention to Action. New York: Lawrence Erlbaum Associates and Taylor & Francis Group.

Chaplin, JP. (2002). Kamus Lengkap Psikologi (5th ed.) (terj. Kartini Kartono). Jakarta: PT. Raja Grafindo Persada.

Farhan A.R., and Lim S. (2012). Vulnerability assessment of ecological conditions in Seribu Islands, Indonesia. Journal of Ocean & Coastal Management, 65.

Griffin D., Liu W., and Kahn U. (2005). A new look at constructed choice processes. Marketing Letters, 16(3/4), 321–333.

Green P.E., Krieger A.M., and Wind Y.J. (2001) Thirty years of conjoint analysis: reflections and prospect. Interface Journal, 31(3).

Hair Jr., Joseph F., et al., (2006). Multivariate Data Analysis (6th ed.). New Jersey: Prentice-Hall.

Kadampully, Jay. (2002). Service Management (the new paradigm in hospitality). Australia: Pearson Education.

Kotler, Philip. (2003). Marketing management (11th ed). New Jersey: Prentice Hall.

Marpaung, H. (2000). Pengetahuan Kepariwisataan. Bandung: Alfabeta.

Renstra Kemenbudpar (2010). Peraturan Menteri Kebudayaan dan Pariwisata. No. Pm.105/Um.001/Mkp/2010. Jakarta: Kemenbudpar.

Reutterer T., and Kotzab H.W. (2000). The use of conjoint analysis for measuring preferences in supply chain design. Industrial Marketing Management, 29, 27-35.

Simamora, Bilson. (2002). Panduan Riset Perilaku Konsumen. Jakarta: Gramedia.

Swarbrooke, J., & Horner, Susan. (2007). Consumer behaviour in tourism. London: Buterworth- Heinemann.

Sugiyono. (2006). Business Research Methods. Alfabeta. Bandung.

Simamora, B. (2005). Marketing Multivariate Analysis. Gramedia Pustaka Utama. Jakarta

Umar, Husein. (2004). Metode Penelitian Untuk Skripsi Dan Tesis Bisnis (6th ed.). Jakarta: Gramedia.

UNWTO. (2011). UNWTO Tourism Highlights 2011. Accessed from

Yoeti, O. A. (2009). Pengantar Ilmu Pariwisata. Bandung: Angkasa offset.



Abstract 449  .
PDF downloaded 344  .