Characteristics and Motivation of Visitors at Tunjungan Plaza,Surabaya City, East Java

TOURISM

Tunjungan plaza is one of the locations for leisure & recreation activities in the city of Surabaya. This study aims to determine the characteristics and motivations of visitors at Tunjungan Plaza. The technique of determining the sample is using purposive sampling with 100 respondents which calculated by the slovin formula. Data collection techniques were carried out by observation, questionnaires, literature studies and documentation. The research data were analyzed using quantitative descriptive analysis techniques using frequency distribution and Likert analysis. The results showed that 60% of visitors at Tunjungan Plaza had a last education high school/equivalent with 85% unmarried marital status and domiciled in Surabaya City (50%). The majority of visitors spend time at Tunjungan Plaza for 2-3 hours (50%) and spend under IDR 1,000,000 (84%). The push factor for visitors when visiting Tunjungan Plaza is the Relaxation factor with a score of 4.14 or strongly agree and the pull factor that attracts visitors to visit is the Facilities factor with a score of 4.24 or strongly agree. From the research results, the target market for visitors at Tunjungan Plaza is very high. This can be a consideration for the management of Tunjungan Plaza to understand the characteristics and motivations of visitors to take strategic steps in terms of marketing and location development so that it can be better.

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