Analisis Customer Segment dan Customer Relationship untuk Pengembangan Objek Wisata pada Tapian Tabiang Barasok Kota Bukittinggi

Abstract

Penelitian ini menganalisis segmentasi pelanggan dan hubungan pelanggan dalam pengembangan objek wisata Tapian Tabiang Barasok di Kota Bukittinggi. Penelitian dilatarbelakangi potensi wisata alam unggulan yang menghadapi kendala pemasaran, segmentasi pasar, dan interaksi dengan pengunjung. Pendekatan yang digunakan adalah kualitatif deskriptif dengan pengumpulan data melalui wawancara mendalam, observasi, dan studi dokumentasi terhadap wisatawan, pengelola, pelaku usaha, serta Dinas Pariwisata. Analisis data dilakukan secara tematik dengan triangulasi sumber untuk validitas. Hasil menunjukkan terdapat tiga segmen utama: wisatawan lokal 25–50 tahun untuk rekreasi keluarga, wisatawan luar daerah 25–45 tahun untuk menikmati alam dan fotografi, serta komunitas muda (pelajar/mahasiswa) berorientasi pada aktivitas sosial dan konten digital. Strategi hubungan pelanggan masih informal dengan pendekatan personal assistance, community engagement, online support, engagement & co-creation, dan kemitraan jangka panjang bersama UMKM. Kesimpulannya, pemahaman mendalam terhadap karakteristik pengunjung dan penerapan strategi hubungan pelanggan berbasis digital menjadi kunci untuk mengoptimalkan daya tarik serta keberlanjutan pengembangan wisata Tapian Tabiang Barasok

This study analyzes customer segmentation and customer relationship management in the development of the Tapian Tabiang Barasok tourist attraction in Bukittinggi City. The study is motivated by the potential of this prominent natural tourism destination, which faces challenges in marketing, market segmentation, and visitor interaction. A descriptive qualitative approach was employed, with data collected through in-depth interviews, direct observation, and document studies involving tourists, managers, local business actors, and the Bukittinggi Tourism Office. Data were analyzed thematically with source triangulation to ensure validity. The results identified three main visitor segments: local tourists aged 25–50 seeking family recreation, out-of-town tourists aged 25–45 motivated by nature and photography, and young communities (students) oriented toward social activities and digital content creation. Customer relationship strategies remain informal, using approaches such as personal assistance, community engagement, online support, engagement & co-creation, and long-term partnerships with local SMEs. In conclusion, a deep understanding of visitor characteristics and the implementation of digital-based customer relationship strategies are key to enhancing appeal and sustainable development of Tapian Tabiang Barasok tourism.