Model Psikografis Sebagai Strategi Pemasaran Destinasi Pariwisata Indonesia: Analisis Preferensi dan Persepsi Wisatawan Mancanegara
DOI:
https://doi.org/10.32493/JEE.v8i2.54691Keywords:
Model Psikografis; Segmentasi Wisatawan; Persepsi Wisatawan; Pemasaran Destinasi.Abstract
Perubahan perilaku dan preferensi wisatawan global dalam satu dekade terakhir menunjukkan adanya pergeseran dari orientasi material menuju pencarian makna, nilai, dan pengalaman yang lebih personal. Fenomena ini menuntut strategi pemasaran destinasi pariwisata yang lebih adaptif, di mana pendekatan psikografis menjadi relevan karena menekankan pemahaman terhadap gaya hidup, kepribadian, serta nilai-nilai wisatawan yang mendasari keputusan perjalanan mereka. Penelitian ini bertujuan untuk menganalisis bagaimana model psikografis dapat digunakan sebagai strategi pemasaran destinasi pariwisata Indonesia dengan fokus pada preferensi dan persepsi wisatawan mancanegara. Metode yang digunakan adalah Systematic Literature Review (SLR) terhadap 23 artikel empiris yang dipublikasikan dalam sepuluh tahun terakhir, menggunakan panduan PRISMA untuk menjamin validitas seleksi dan analisis data. Hasil penelitian menunjukkan bahwa perbedaan preferensi wisatawan mancanegara dapat dijelaskan melalui segmentasi psikografis yang mencakup orientasi hedonistik, spiritual, ekologis, religiusitas, serta gaya hidup digital. Selain itu, persepsi dan pengalaman wisatawan terhadap destinasi Indonesia terbukti sangat dipengaruhi oleh kesesuaian antara nilai pribadi dan citra budaya destinasi yang dikunjungi. Penelitian ini menegaskan bahwa penerapan model psikografis tidak hanya berkontribusi pada pemahaman teoretis mengenai perilaku wisatawan, tetapi juga memiliki implikasi praktis dalam membangun strategi pemasaran destinasi yang lebih emosional, kontekstual, dan berkelanjutan. Dengan demikian, pendekatan ini dapat memperkuat daya saing pariwisata Indonesia melalui penciptaan pengalaman wisata yang autentik, bermakna, serta berorientasi pada nilai-nilai kemanusiaan dan keberlanjutan sosial.
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