CONSUMER PERCEPTION OF TOURIST ATTRACTION IN KAMPONG BATIK SEMARANG BASED ON ONLINE REVIEW

Abstract

Online recommendations, comments and ratings are today an important source of information for tourists who need to be informed and demanding. The bold review itself is very influential in the tourism industry, especially in the branding of a tour, because the bold review gives a clear idea to the service provider. This research is located in Kampong Batik, which has the potential for batik education tourism, and requires branding so that tourism can still exist, especially after being affected by the COVID-19 pandemic. Firstly, this study uses observation to identify the existing conditions of the research site, after that the conditions will be compared with tourist attraction criteria. Secondly, this research uses content analysis techniques to determine visitor perceptions of reviews on websites such as Google Review. After that, the result from primary observation will be compared with the result in content analysis. The observation uses tourist attraction criteria to determine whether or not Kampong Batik already meet the tourist attraction criteria. The results showed that many of the visitors felt that Kampong Batik already fit in tourist attraction criteria. Still, there’s one criterion that has not been fulfilled which is supporting transportation criteria. The results of this research are expected to be an input for the City Government of Semarang and related stakeholders