FACTOR ANALYSIS IN THE CHOICE OF INDUSTRIAL TOURISM: A STUDY CASE OF BEKASI INDUSTRIAL TOURISM

Abstract

Being the largest industrial park in Indonesia with more than 4,000 national and multinational companies, makes Bekasi Regency as a good place to run the first and only Industrial Tourism concept in Indonesia. By adopting the Shanghai Industrial Tourism Promotion Center (SITPC), Jack Daniel brewery in USA, Silicon Valley in USA, and The Ruhr Industrial Heritage Trail in German, Bekasi Industrial Tourism (BIT) was born, initiated by PT Jababeka, Tbk and Tourism Department of Kab. Bekasi. Through Bekasi Industrial Tourism, Tourism Department of Kab. Bekasi expected to increase the number of local and foreign tourists to visit Kab. Bekasi, so that can reach the target of the visit as much as 2 million tourists in 2018, and expected to contribute in the achievement of the target 17 million foreign tourists to visit Indonesia by the ministry of tourism. This study aims to specify the factors of Bekasi Industrial Tourism which encompasses the variables of Demographic, Geographic, Behavioral, and Psychographic using Market Segmentation theory. The study is using purposive sampling method and conducted by distributing the questionnaires to 130 Respondents who ever join factory visit before, already know about Bekasi Industrial Tourism (BIT), and domiciled in JABODETABEK area. The Statistical Package for Social Science (SPSS) Version 22.0 is used to calculate the statistical analysis. This study adopted factor analysis factor which result in four factors that construct Bekasi Industrial Market Segmentation and the dominant factor is “Psychographic” with 22.249% of variance after rotation.