Eksplorasi Struktur Hierarki Motif Berwisata Sebagai Upaya Pengembangan Pariwisata
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This study aimed to explore the hierarchical structure of reasons Indonesian local community travels. This study will develop tourism industry by providing appropriate service to tourists. The approach used a qualitative approach by laddering method. The instrument used was in the form of an open-ended questionnaire. There were two key questions to obtain data on the subject which were "why travel?", and "why is it important?". Subjects in this study were adults who have either traveled or plan to travel. Total subjects were 83 subjects. The data obtained generated a hierarchical motive for travelling. Motive for travelling that has high abstractness value is at a higher level in the hierarchy motives for travelling. The lower the value of abstractness, the more concrete and lower the motives are in the hierarchy motives for travelling.