Exploration Of Student Motivation: Factors That Form The Decision to Choose A Tourism Study Program Faculty of Law And Tourism Design IIB Darmajaya

Abstract

Tourism is one of the leading industries that is growing rapidly in the world today. This increase has the potential to reduce the unemployment rate. The purpose of this research is to create a SWOT analysis to determine the strengths and weaknesses of the Tourism Study Program as well as take advantage of marketing opportunities and overcome threats to the Higher Education business environment. Identify the dominant factors that make students interested in enrolling in the Tourism Study Program. It was using factor analysis to develop a holistic marketing strategy for the Tourism Study Program. The method in this research uses. The test tool in this research is the Cochran Q Test. The data processing results can conclude that 5 attributes form factors of prospective students' interest in the Tourism Study Program. Namely Ease of getting a job, Can Learn Digital Tourism Applications, In line with tourism developments, Want to deepen tourism knowledge, Combination of gastronomy, management and technology. Based on the results of this factor analysis, the Marketing Bureau at IIB Darmajaya can design a marketing campaign that focuses on the 5 attributes that have been identified.