This research aimed at identifying the social economic characteristics of the visitors of Mangunan Pine Forest, analyzing the factors of market mixing considered by the visitors of Mangunan Pine Forest, and counting the amount of the visitors’ willingness to pay (WTP). The research method was descriptive statistics. The researcher selected the research object by way of purposive technique. The method of judgment sampling was employed for taking data sample which were 100 respondents. Data analysis technique applied was factor analysis, trip cost method, and contingent valuation method. The result showed that the visitors’ social economic characteristics were dominated by female visitors, coming from outside of the province of Yogyakarta, age range between 17 – 23 years old, having high educational background that was graduated from university, working as civil servant (PNS) or private enterprise, and getting salary between IDR. 1.500,001 – IDR 3,500,000 per month. Then, the result of analyzing the factors of market mixing considered by the visitors were the factor of facility and workers, factor of cost trip, factor of tourism destination, factor of cleanliness as well as security, and factor of additional cost. Furthermore, the result of counting the amount of the visitors’ willingness to pay was using the approach of cost trip which was IDR 83,751,396,603 in which the organizer got benefit up to 9.6 %, and the community around the destination gained 90.4%. Whereas, the analysis result of their willingness to pay using contingent valuation method was the hypothetical marketing estimation that would produce the biggest total WTP based on bargaining number IDR 3,000 reaching IDR 84,151,717,603 in a year which 10.05% of it was for the organizer of Mangunan Pine Forest and 89.95% was received by the community.
Factor Analysis, Pine Forest, Willingness to Pay, CVM, Cost Trip
Cite this paper
Astrid Dani Mustofa, Rhina Uchyani Fajarningsih, Agustono. (2021) Mangunan Pine Forest Tourism Destination in Dlingo, Bantul, Special Region of Yogyakarta: An Observation of Marketig Mix and Willingness to Pay. International Journal of Tourism, 6, 1-10
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