From Sunrise Seekers to Village Experience Seekers: A Two Step Clustering Segmentation in Bromo Tengger Semeru National Park

Novita Uki Hutami ; Faisyal Faisyal ; Reyra Humaera ; Irfanun Nisa Tsalits Hantanty
Jurnal Pariwisata Indonesia 📅 2026 Vol 3, No 1 🔗 DOI: 10.62383/tamasya.v3i1.983
Abstract
This study aims to identify domestic visitor segments in Bromo Tengger Semeru National Park (TNBTS), Indonesia, based on travel characteristics and consumption patterns to support the development of quality tourism in protected areas. Using snowball sampling, 283 domestic visitors was analysed by Two-Step Cluster Analysis in SPSS by integrating length of stay, activity preferences, and expenditure patterns. The results reveal a two-cluster solution as the most optimal segmentation, supported by the highest ratio of distance measures, with cluster quality rated as fair (silhouette = 0.20). Cluster 1 (39.2%) represents short-stay, lower-spending visitors who primarily seek iconic experiences (“Sunrise Seekers”), while Cluster 2 (60.8%) reflects longer-stay, higher-spending visitors who prefer village tourism activities (“Village Experience Seekers”). The strongest differentiating variables across segments are length of stay, activity preference, expenditure style, and age, whereas gender, education level, origin, and travel companions have limited role in segment separation. This study contributes empirical evidence of data-driven visitor segmentation in a conservation-based ecotourism destination within a volcanic national park, extending prior expenditure-focused profiling by integrating length of stay and activity preferences to capture visitor heterogeneity more comprehensively.
Keywords
Ecotourism; Length of Stay; Tourists’ Expenditure; Two-Step Cluster Analysis; Visitor Segmentation
How to Cite

Novita Uki Hutami, et al. (2026). From Sunrise Seekers to Village Experience Seekers: A Two Step Clustering Segmentation in Bromo Tengger Semeru National Park. Jurnal Pariwisata Indonesia, 3(1). https://doi.org/10.62383/tamasya.v3i1.983

Novita Uki Hutami; Faisyal Faisyal; Reyra Humaera; Irfanun Nisa Tsalits Hantanty, "From Sunrise Seekers to Village Experience Seekers: A Two Step Clustering Segmentation in Bromo Tengger Semeru National Park," Jurnal Pariwisata Indonesia, vol. 3, no. 1, 2026.

Novita Uki Hutami; Faisyal Faisyal; Reyra Humaera; Irfanun Nisa Tsalits Hantanty. "From Sunrise Seekers to Village Experience Seekers: A Two Step Clustering Segmentation in Bromo Tengger Semeru National Park." Jurnal Pariwisata Indonesia, vol. 3, no. 1, 2026.

Novita Uki Hutami; Faisyal Faisyal; Reyra Humaera; Irfanun Nisa Tsalits Hantanty. "From Sunrise Seekers to Village Experience Seekers: A Two Step Clustering Segmentation in Bromo Tengger Semeru National Park." Jurnal Pariwisata Indonesia 3, no. 1 (2026).

Novita Uki Hutami, et al. (2026) 'From Sunrise Seekers to Village Experience Seekers: A Two Step Clustering Segmentation in Bromo Tengger Semeru National Park', Jurnal Pariwisata Indonesia, 3(1). doi: 10.62383/tamasya.v3i1.983.

Novita Uki Hutami; Faisyal Faisyal; Reyra Humaera; Irfanun Nisa Tsalits Hantanty. From Sunrise Seekers to Village Experience Seekers: A Two Step Clustering Segmentation in Bromo Tengger Semeru National Park. Jurnal Pariwisata Indonesia. 2026;3(1).

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