ANALYSIS OF PREFERENCES AND DETERMINING FACTORS IN CHOOSING A TOURIST DESTINATION A CASE STUDY ON TOURISTS VISITING WEST SUMATRA
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Abstract
Tourism plays a vital role in the economic growth and cultural exploration of a region. This study aims to examine the implementation of the VIKOR method (Multicriteria Decision Making-VlseKriterijumska Optimizacija I Kompromisno Resenje) in analyzing tourist preferences and crucial factors in the selection of tourist destinations in West Sumatra. This research was conducted through a survey with the use of questionnaires to tourists who were visiting various tourist destinations in West Sumatra. The collected data were analyzed qualitatively by considering the dimensions of VIKOR which include value assessment, importance, selection process, order of preference, and response to choices. Aspects such as cultural uniqueness, stunning natural beauty, accessibility of facilities, as well as interaction with local communities, become intrinsic values favored by tourists. The VIKOR method provides an effective approach to unearthing the intrinsic values that shape travelers' preferences
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