PERILAKU BERWISATA WISATAWAN GENERASI MILENIAL DI JAKARTA PADA ERA REVOLUSI INDUSTRI 4.0
Millennial generation is predicted to become the main market in the next 5-10 years. This generation has social characteristics that are relatively different from previous generations, mainly because they grew and developed in the technological era. Information related to Millennials' habits in traveling (pre-trip, during travel, and after travel), is now very important for the tourism industry to determine the right marketing strategy. This study aims to identify the behavior of millennial tourists visiting, especially in the 4.0 revolution era. The sample of this research is Millennial generation (teenagers) born between 1981 and 2000 and living in Jakarta. The approach used in this research is descriptive qualitative, while the data analysis method used is the method of data triangulation and source triangulation (interviews, literature studies and questionnaires). The study found that the characteristics of millennial generation tourists on a trip tended to be very "dependent" on information and technology, besides that they also liked simple activities and processes. The dependence of millennial generation on technology influences the way they travel, from the initiation process, information search, assessment, final decision, during the trip, to after the trip. The dominant social media used to find holiday references is Instagram. This research can be used as a reference for various types of tourism industry in planning marketing strategies to attract the interests of millennials, especially to find out how these generations determine tourist destinations. In addition, the results of this study can be used as consideration in the development of tourism products.
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