MOTIVASI WISATAWAN GEN Z DALAM MEMILIH GLAMPING SEBAGAI DESTINASI WISATA DI BALI

Abstract

This research analyzes the motivations of Generation Z tourists towards glamping in Bedugul and Kintamani, Bali, by comparing findings with Crompton's theory while highlighting significant differences. Six out of Crompton's seven indicators remain relevant but with varying degrees of relevance. "Regression to Childhood Nostalgic Motivation" is not considered a primary driver in this study, reflecting a shift in values and preferences among Generation Z tourists. Using a qualitative descriptive approach, surveys were distributed to Generation Z respondents who have visited or are interested in visiting glamping sites in the area. The results indicate that the novelty and comfort offered by glamping are highly appealing to Generation Z, with 88.3% expressing a positive view. Although 63.3% do not consider glamping an educational experience, they primarily see it as a recreational opportunity. The main motivations for choosing glamping include escaping daily routines (73.3%), seeking relaxation (70%), and strengthening family bonds (46.7%). Glamping site managers in Bedugul and Kintamani are innovating with concepts and activities that align with the interests of Generation Z. In conclusion, glamping has great potential as a popular tourist destination among Generation Z, with a focus on comfort, relaxation, and family togetherness.