THE FACTORS THAT INFLUENCE TRAVEL MOTIVATIONS ON YOUNG ADULT VISITORS AT NATIONAL MONUMENT JAKARTA IN 2014

Abstract

National Monument Jakarta or populary known as Monas, is an iconic monument located in the heart of Jakarta. It is a symbol of Indonesia’s determination to achieve freedom. However, statistics show decreasing number of visitors from year to year. To find out the reason behind the decreasing number, this research identify the influence of Physical, Cultural, Interpersonal, as well as Status and Prestige Motivators on young adult visitors to National Monument Jakarta. Quantitative approach was utilized in this research. Respondents are 100 young adults that have visited National Monument at least once in their life. This number is determined based on Supranto’s formula of n=5xq. In finding the results, factor analysis was utilized. Four motivators are extracted and rotated into four new factors that contribute in total of 45.236% to the motivations of domestic young adult visitors. Those factors are self-enrichment, coincidence, social experiences, and physical and intellectual well-being. The most contributing factor is Selfenrichment with its variance value of 12.727%. All of these findings can be used as a consideration for National Monument Jakarta to develop a marketing strategy to gain more visitors especially in the young adult segment by refering to their travel motivations.