Abstract
Objective: This study aims to determine the gap between the status of the five tourism development priorities and the market potential of each of the five destinations Borobudur Temple, Lake Toba, Labuan Bajo, Mandalika, and Likupang
Theoretical framework: This research uses marketing theory, especially market segmentation analysis using descriptive methods with the help of google trends based on demographic factors: nationality, and keywords used and detected by google trends.
Method: This study uses a Descriptive Statistics analysis tool with the help of the Google Trends Tool to determine the popularity of Five Priority Tourist Destinations. Google Trends is a tool to research keywords that are often used and hot topics that are being discussed.
Results and conclusion: The most popular tourist destinations are Borobudur Temple, then Toba Lake, then Labuan Bajo, Mandalika, and finally Likupang. The segmentation of Indonesia's Five Priority Destinations is Domestic tourists as the largest market segmentation, then from the international market segmentation are India, France, USA, Spain, and Singapore.
Implications of the research: Destination managers and the government can use the results of this analysis as an illustration that nationality demographic market segmentation analysis as a determination of each destination's market segment.
Originality/value: the results of this research are almost close to realtime and close to reality and are very easy to duplicate because most of today's travellers have an android that can be geo-detected by google.
Publisher
RGSA- Revista de Gestao Social e Ambiental
Subject
Management, Monitoring, Policy and Law,Geography, Planning and Development
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