Segmentasi Wisatawan Agrowisata Berbasis Padi Sawah Di Kabupaten Deli Serdang: Systematic Literature Review

Abstract

Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis segmentasi wisatawan agrowisata berbasis padi sawah di Kabupaten Deli Serdang. Metode yang digunakan adalah systematic literature review dengan menganalisis 32 artikel ilmiah yang terindeks Scopus dan Sinta dalam periode 2015-2024. Hasil penelitian menunjukkan bahwa segmentasi wisatawan agrowisata padi sawah dapat dibagi berdasarkan empat faktor utama: demografis, geografis, psikografis, dan perilaku. Berdasarkan motivasi kunjungan, wisatawan dapat disegmentasi menjadi educational seekers, recreational seekers, authenticity seekers, dan social media enthusiasts. Berdasarkan perilaku, wisatawan terbagi menjadi pengunjung dengan durasi kunjungan pendek, menengah dan panjang, serta berdasarkan moda transportasi (kendaraan pribadi, transportasi umum, dan tur terorganisir). Penelitian ini memberikan implikasi bagi pengembangan strategi pemasaran dan manajemen agrowisata berbasis padi sawah di Kabupaten Deli Serdang yang lebih terarah sesuai dengan karakteristik segmen wisatawan, sehingga dapat meningkatkan daya saing dan keberlanjutan destinasi agrowisata. This study aims to identify and analyze the segmentation of agro-tourism tourists based on paddy fields in Deli Serdang Regency. The method used was a systematic literature review by analyzing 32 scientific articles indexed by Scopus and Sinta in the period 2015-2024. The results showed that the segmentation of wet-rice agro-tourism tourists can be divided based on four main factors: demographic, geographic, psychographic, and behavioral. Based on visit motivation, tourists can be segmented into educational seekers, recreational seekers, authenticity seekers, and social media enthusiasts. Based on behavior, tourists are divided into visitors with short, medium, and long visit durations, and based on transportation mode (private vehicle, public transportation, and organized tour). This research provides implications for the development of marketing strategies and management of agro-tourism based on paddy fields in Deli Serdang Regency that are more focused according to the characteristics of the tourist segment, to increase the competitiveness and sustainability of agro-tourism destinations.