Segmentation Support Tourism Based Motivation, Opportunity, and Ability, using Structural Equation Modelling

Megawati, Veny and Otok, Bambang Widjanarko and Purnomo, Jerry Dwi Trijoyo (2025) Segmentation Support Tourism Based Motivation, Opportunity, and Ability, using Structural Equation Modelling. In: Proceedings of the 2nd International Conference on Sciences, Mathematics, and Education 2023 (ICOSMED 2023), 17-18 October 2023, Bone Bolango, Indonesia (Hybrid).

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Abstract

Tourism is the fastest-growing business and the second largest in the services sector after information technology worldwide. This tourism development is also the focus of the Indonesian Government on making Indonesia a world-class tourism destination through tourist villages, which is a program of the Government of the Republic of Indonesia in the hope of accelerating revival and triggering tourism growth. This study proposes a segmentation model of community support and local entrepreneurs for tourism development using the Motivation, Opportunity, and Ability (MOA) approach to support tourism (support for tourism). The method used is structural equation modeling (SEM) using subgroup analysis. The research results show using the SEM approach that the support for the tourism model, which involves entrepreneur status (entrepreneur segment, non-entrepreneur segment) as moderation, is a suitable model. Motivation, Opportunity, and Ability have a significant effect on Support Tourism. Entrepreneur status has a significant influence in moderating MOA and has a strengthening effect on Support Tourism. In the entrepreneur segment model, Ability is the dominant variable that has a significant effect on Support Tourism, while in the non-entrepreneur segment model, motivation is the dominant variable that has a significant effect on Support Tourism.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	segmentation support tourism, MOA, SEM
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Veny Megawati 201005
Date Deposited:	19 Aug 2025 05:58
Last Modified:	19 Aug 2025 05:58
URI:	http://repository.ubaya.ac.id/id/eprint/49428

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