Decision-Making Process for Tourism Potential Segmentation

A Case Study Analysis

  • Fandi Achmad Telkom University
  • Irsyad Thalib Abdillah Telkom University
  • Husni Amani Telkom University
Keywords: Tourism industry, Segmentation tourism, K-Means, Support system and facilities, Decision-Making


The tourism industry is one of the critical sectors driving regional economic development, creating jobs, and preserving cultural and natural heritage. The Rembang Regency Government is trying to design a strategy to increase various tourism potentials that support the tourism industry. Stakeholders cannot optimally manage various tourism potentials in Rembang Regency because the support system facilities still need to be improved. Potential tourism segmentation based on facility support systems (SSF) can assist the government in carrying out strategies to increase the potential of the tourism industry. The main objective of this research is to assist stakeholders in the decision-making process and generate policy advice through tourist mapping results, reducing large-scale tourism industry problems to a scale that can be understood and acted upon in successful tourism industry marketing. Methods in data collection using literature study and observation with accidental sampling to determine as many as 20 tours. The K-Means method was chosen to classify tourism potential in Rembang Regency, Central Java, Indonesia. The results showed three potential tourism clusters in Rembang Regency based on Support System and Facilities (SSF) covering telecommunication, power source, transportation, waste management, location, clean water source, supporting industry, spatial, hospitality, safety, and security. The results of this study can be used in designing decision-making strategies by stakeholders to improve the tourism industry. Increasing the potential of each tourist cluster by stakeholders has its advantages and disadvantages.


[1] L. J. Lickorish, and C. L. Jenkins, “Introduction to tourism,” Routledge. 2007. DOI:
[2] D. C. Bojanic, and M. Lo, “A comparison of the moderating effect of tourism reliance on the economic development for islands and other countries,” Tourism Management, vol. 53, pp. 207-214. 2016. DOI:
[3] L. Septiningrum, A.F. Rizana, R.P. Soesanto, and A.A. Rumanti, “Success Factor for Elevating Indonesian Tourism Area Potential,” IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). 2022.
[4] World Tourism Organization, “Tourism Highlights, 2020 Edition,” 2020. Retrieved from (Accessed Nov. 28, 2022)
[5] P. Kotler, J. T. Bowen, and J.C. Makens, “Marketing for Hospitality and Tourism (7th ed.),” Pearson. 2017.
[6] M. A. Camilleri, “The Tourism Industry: An Overview,” Tourism, Hospitality and Event Management, pp. 3–27, 2018.
[7] Y. Sulistyadi, “Buku Indikator Perencanaan Pengembangan Pariwisata Berkelanjutan,” Bandar Lampung: Anugrah Utama Raharja, 2019.
[8] G. Lohmann, and A. P. Netto, “Tourism theory: Concepts, models, and systems,” Cabi. 2016.
[9] M. A. Kashem, M. Shamsuddoha, T. Nasir, and A. A Chowdhury, “The role of artificial intelligence and blockchain technologies in sustainable tourism in the Middle East,” Worldwide Hospitality and Tourism Themes, (ahead-of-print). 2022.
[10] A. Japutra, and R. Situmorang, “The repercussions and challenges of COVID-19 in the hotel industry: Potential strategies from a case study of Indonesia,” International Journal of Hospitality Management, vol. 95, no. 102890. 2021. DOI:
[11] J. A. Folgado-Fernández, A. M. Campón-Cerro, and J. M. Hernández-Mogollón, “Potential of olive oil tourism in promoting local quality food products: A case study of the region of Extremadura, Spain,” Heliyon, vol. 5, no. 10, e02653. 2019.
[12] J. Abbas, R. Mubeen, P. T. Iorember, S. Raza, and G. Mamirkulova, “Exploring the impact of COVID-19 on tourism: transformational potential and implications for a sustainable recovery of the travel and leisure industry,” Current Research in Behavioral Sciences, vol. 2, 100033. 2021.
[13] F. Serravalle, A. Ferraris, D. Vrontis, A. Thrassou, and M. Christofi, “Augmented reality in the tourism industry: A multi-stakeholder analysis of museums,” Tourism Management Perspectives, vol. 32, no. January 2019. DOI: 10.1016/j.tourman.2015.10.006
[14] H. H. Adinugraha, M. Sartika, and A. Kadarningsih, “Desa wisata halal: konsep dan implementasinya di Indonesia,” Human Falah, vol. 5, no. 1, pp. 28-48. 2018.
[15] M. Melinda, “Permasalahan Pengembangan Potensi Pariwisata,” 2019.
[16] G. K. J. Joandani, R. Pribadi, and C. A. Suryono, “Kajian potensi pengembangan ekowisata sebagai upaya konservasi mangrove di Desa Pasar Banggi, Kabupaten Rembang,” Journal of marine Research, vol. 8, no. 1, pp. 117-126. 2019.
[17] R. Yusantiar, and D. W. Soewardi Koen, “Perancangan Identitas Visual untuk Promosi Pariwisata Kabupaten Rembang,” ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, vol. 4, no. 02, pp. 207-220. 2018.
[18] Badan Pusat Statistik, “Konsep dan Definisi Statistik Kunjungan Wisatawan Mancanegara”. [Online]. Available: (Accessed Des. 01, 2022).
[19] F. Achmad, L. Septiningrum, Y. Prambudia, A. A. Rumanti, and I. I. Wiratmadja, “Tourism Industry Development Model through Support System Facilities, Stakeholder Participation, and Environmental Dynamism: Dealing with Post-Pandemic Covid-19 Approach”. International Journal of Innovation, Management and Technology, 2023.
[20] DISPORA Jawa Tengah, Buku Pariwisata Jawa Tengah Dalam Angka 2020. Semarang, 2022. Accessed: Apr. 08, 2022.
[21] Pemerintah Kabupaten Rembang. “PEMKAB REMBANG TERUS DORONG DESA KEMBANGKAN POTENSI WISATA”. [online]. Available: (Accessed Des, 04 2022).
[22] H. Sasana, H. Nurcahyanto, and I. Novitaningtyas, “The development strategy of world heritage tourism in Indonesia,” African Journal of Hospitality, Tourism and Leisure. vol. 8 no. 5, pp. 1-14. 2019.
[23] E. N. Homer, A. D. Wicaksono, and F. Usman, “Penentuan jenis klaster industri di kawasan industri arar kabupaten sorong berdasarkan metode delphi dan analytical hierarchi process (ahp),” The Indonesian Green Technology Journal. Vol. 5 no. 1, pp. 16-23. 2016.
[24] J. M. Meis, F. M. Enzinger, K. L. Martz, and J. A. Neal, “Malignant peripheral nerve sheath tumors (malignant schwannomas) in children,” The American journal of surgical pathology, vol. 16, no. 7, pp. 694-707. 1992.
[25] I. G. B. R. Utama, “Pengantar Industri Pariwisata,” Deepublish. 2015.
[26] D. T. Anggarini, “Upaya pemulihan industri pariwisata dalam situasi pandemi Covid-19,” Jurnal Pariwisata, vol. 8, no. 1, pp. 22-31. 2021.
[27] I. Azizuddin, and M. H. Ainul Yaqin, “Industri pariwisata halal: pendorong inovasi untuk halal preneurs”. Jurnal Ilmiah Ekonomi Islam, vol. 8, no. 1, pp. 106-116. 2022.
[28] Y. Heryati, “Potensi Pengembangan Obyek Wisata Pantai Tapandullu di Kabupaten Mamuju,” GROWTH Jurnal Ilmiah Ekonomi Pembangunan, vol. 1 no. 1, pp. 56-74. 2019.
[29] N. K. Ahmadi, “Analisis Segmentasi Terhadap Keputusan Pembelian Produk Eiger di Bandar Lampung,” Jurnal Manajemen Magister Darmajaya, vol. 3 no. 01, pp. 75-95. 2017.
[30] P. Kotler, and A. Gary, “Prinsip-Prinsip Pemasaran. Edisi 13. Jilid 1,” Jakarta. Erlangga. 2012.
[31] N. Elgendy, and A. Elragal, “Big data analytics in support of the decision-making process”. Procedia Computer Science, vol. 100, pp. 1071-1084. 2016.
[32] S. Agarwal, K. Narayanan, M. Sinha, R. Gupta, S. Eswaran, and T. Mukherjee, “Decision Support Framework for Big Data Analytics,” IEEE World Congress on Services (SERVICES) (pp. 53-54). IEEE. 2018, July.
[33] E. F. Zineb, R. A. F. A. L. I. A. Najat, and A. B. Jaafar, “An Intelligent Approach for Data Analysis and Decision Making in Big Data: A Case Study on E-commerce Industry,” International Journal of Advanced Computer Science and Applications, vol. 12 no. 7. 2021.
[34] F. Sari, “Metode dalam pengambilan keputusan”. Deepublish. 2018.
[35] J. Lu, Z. Yan, J. Han, and G. Zhang, “Data-driven decision-making (d 3 m): Framework, methodology, and directions,” IEEE transactions on emerging topics in computational intelligence, vol. 3, no. 4, pp. 286-296. 2019.
[36] D. Tangian, B. D. Polii, and Mengko, “Analysis of Potential Tourism Attractions in Manado City,” International journal of Tourism and hospitality in Asia Pasific (IJTHAP), vol. 3, no. 1, pp. 102-109. 2020.
[37] D. Lee-Ross, and C. Lashley, “Entrepreneurship and small business management in the hospitality industry,” Routledge. 2010.
[38] S. J. Page, “Tourism management,” Routledge. 2014.
[39] C. N. Knaflic, “Storytelling with data: A data visualization guide for business professionals,” John Wiley & Sons. 2015.
[40] V. Friedman, “Data visualization and infographics in: Graphics,” Monday inspiration, vol. 14, 2008.
[41] P. T. Tan, M. Steinbach, and V. Kumar, “Introduction to data mining”. Pearson Education India. 2016.
[42] E. Patel, and D. Kushwaha, “Clustering cloud workloads: K-means vs gaussian mixture model,” Procedia computer science, vol. 171, pp. 158-167. 2020.
[43] Y. Hozumi, R. Wang, C. Yin, and G. Wei, “UMAP-assisted K -means clustering of large-scale SARS-CoV-2 mutation datasets,” Computers in Biology and Medicine, vol. 131, pp. 1–14. 2021. DOI:
[44] J. E. Z. Gbadoubissa, A. A. A. Ari, and A. M. Gueroui, “Efficient k-means based clustering scheme for mobile networks cell sites management,” Journal of King Saud University-Computer and Information Sciences, vol. 32, no. 9, pp. 1063-1070. 2020.
[45] N. Wakhidah, “Clustering menggunakan k-means algorithm”. Jurnal Tranformatika, vol. 8, no. 1, pp. 33-39. 2010.
[46] Y. Wicaksono, “SEGMENTASI POTENSI DAERAH WISATA DI KOTA BIMA MENGGUNAKAN K-MEANS,” Indonesian Journal of Informatics and Research, vol. 2, no. 2, pp. 26-32. 2021.
[47] D. Sugiyono, “Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D,” 2013.
[48] Etikan, I., & Bala, K. (2017). Sampling and sampling methods. Biometrics & Biostatistics International Journal, 5(6), 00149.
[49] S. R. P. Wulung, “a Spatial Approach for the Development of Sustainable Tourism Destinations,” J. Sustain. Tour. Res., vol. 3, no. 2, pp. 68–73, 2021.
[50] V. Owiyo and J. M. Mulwa, “Safety and security in tourism destinations: Its moderating role in the destination competitiveness determinants and destination competitiveness nexus in western Kenya circuit,” Int. J. Res. Manag. Bus. Stud., vol. 5, no. 3, pp. 30–33, 2018.
[51] F. M. Rafif, S. Wulandari, and B. H. Sagita, “Positioning Strategy Design of Online Travel Agent Applications Based on Perceptual Mapping,” International Journal of Innovation in Enterprise System, vol. 6, no. 01, pp. 74-84. 2022.
[52] S. Idreos, O. Papaemmanouil, and S. Chaudhuri, “Overview of data exploration techniques,” In Proceedings of the 2015 ACM SIGMOD International Conference on Management of Data (pp. 277-281). 2015, May.
[53] H. Yang, “Data preprocessing,” Pennsylvania State University: Citeseer. 2018.
[54] H. Fan, L. Zheng, C. Yan, and Y. Yang, “Unsupervised person re-identification: Clustering and fine-tuning,” ACM Transactions on Multimedia Computing, Communications, and Applications (TOMM), vol. 14, no. 4, pp. 1-18. 2018.
[55] I. Indrajani, “Analisis dan Penerapan Metode Tuning pada Basis Data Funding,” ComTech: Computer, Mathematics and Engineering Applications, vol. 6, no. 1, pp. 143-153. 2015.
[56] M. A. Syakur, B. K. Khotimah, E. M. S. Rochman, and B. D. Satoto, “Integration k-means clustering method and elbow method for identification of the best customer profile cluster,” In IOP conference series: materials science and engineering. vol. 336, no. 1, p. 012017. IOP Publishing. 2018, April.
[57] K. R. Shahapure, and C. Nicholas, “Cluster quality analysis using silhouette score,” In 2020 IEEE 7th International Conference on Data Science and Advanced Analytics (DSAA) (pp. 747-748). 2020.
How to Cite
Achmad, F., Abdillah, I., & Amani, H. (2023, January 31). Decision-Making Process for Tourism Potential Segmentation. International Journal of Innovation in Enterprise System, 7(01), 19-30.
Information and Computational Engineering