Sustainable Tourism Destination Planning in Raja Ampat: A Conjoint Analysis Approach to Understanding Tourists’ Preferences

Abstract

This study aims to understand tourist preferences in sustainable tourism planning in Raja Ampat using conjoint analysis method. Quantitative method was employed to collect data through a survey using Gform, with 130 respondents who provided their responses. Data analysis was conducted using conjoint analysis to identify the attributes that most influence tourist preferences and measure the importance of each attribute. The utility assessment results showed that the duration of the visit, attractions, facilities, souvenirs, accommodations, and points of interest have a significant impact on tourist preferences in Raja Ampat. Importance values were obtained to measure the importance of each attribute, where accommodations and duration of the visit had relatively high values. Additionally, the validity and reliability of the research instrument were verified using Pearson's R and Kendall's Tau. The findings of this study provide a deeper understanding of tourist preferences and the most influential attributes in choosing a tourism destination in Raja Ampat. These findings can serve as a basis for developing more effective marketing strategies, targeted product development, and enhancing the tourist experience when visiting Raja Ampat. This research contributes significantly to the fields of sustainable tourism planning and tourism marketing.