PENGARUH STRATEGI POSITIONING MUSEUM TERHADAP KUNJUNGAN WISATA EDUKASI DI KOTA BANDUNG (SURVEY SEGMEN PASAR GENERASI Y)

Abstract

Bandung has many heritage buildings and museums that can be very attractive to tourists. Nowadays, many heritage buildings, especially museums are developed to cater the needs of students and youngster to improve their knowledge. Hence, visiting museum and many other heritage buildings become activities in edu-tourism. Youngster and students are those in the segment of Genration Y that are targeted by museum. The characteristics of Gen-Y is that they like something new and very update with the newes technology. This Characteristic are really on the opposite sites of the appearance of museum that contains history and heritage of the past. Hence, the museums as a heritage objects should develop good positioning strategy in attracting those segment. This research focus on the evaluation of positioning strategy that is implemented by some museums in Bandung city and its influence to the
decision making in visiting edu-tourism sites. The dimensions of positioning strategy consist of value, uniquenessm credibility, sustainability, and suitability. The result shows that the positioning strategy has significant influence to the tourist decision making The most significant value is on the “sustainability” or the preference tendency of a museum to be exist in the long term.