Decision-Making Process for Tourism Potential Segmentation: A Case Study Analysis

Abstract

The tourism industry is one of the critical sectors driving regional economic development, creating
jobs, and preserving cultural and natural heritage. The Rembang Regency Government is trying to
design a strategy to increase various tourism potentials that support the tourism industry. Stakeholders
cannot optimally manage various tourism potentials in Rembang Regency because the support system
facilities still need to be improved. Potential tourism segmentation based on facility support systems
(SSF) can assist the government in carrying out strategies to increase the potential of the tourism
industry. The main objective of this research is to assist stakeholders in the decision-making process
and generate policy advice through tourist mapping results, reducing large-scale tourism industry
problems to a scale that can be understood and acted upon in successful tourism industry marketing.
Methods in data collection using literature study and observation with accidental sampling to
determine as many as 20 tours. The K-Means method was chosen to classify tourism potential in
Rembang Regency, Central Java, Indonesia. The results showed three potential tourism clusters in
Rembang Regency based on Support System and Facilities (SSF) covering telecommunication, power
source, transportation, waste management, location, clean water source, supporting industry, spatial,
hospitality, safety, and security. The results of this study can be used in designing decision-making
strategies by stakeholders to improve the tourism industry. Increasing the potential of each tourist
cluster by stakeholders has its advantages and disadvantages.