Proceedings of the 2nd International Conference on Sciences, Mathematics, and Education 2023 (ICOSMED 2023)

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Segmentation Support Tourism Based Motivation, Opportunity, and Ability, using Structural Equation Modelling

Authors
Veny Megawati1, *, Bambang Widianarko Otok2, Jerry Dwi T. Purnomo2
1Ph,D Student of Doktor Manajemen Teknologi Sekolah Interdisiplin Manajemen Teknologi, ITS and, Faculty Business and Economics, University of Surabaya, Surabaya, Indonesia
2Department of Statistic, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
*Corresponding author. Email: veny.megawati@yahoo.com
Corresponding Author
Veny Megawati
Available Online 28 July 2025.
DOI
10.2991/978-2-38476-410-5_10How to use a DOI?
Keywords
segmentation support tourism; MOA; SEM
Abstract

Tourism is the fastest-growing business and the second largest in the services sector after information technology worldwide. This tourism development is also the focus of the Indonesian Government on making Indonesia a world-class tourism destination through tourist villages, which is a program of the Government of the Republic of Indonesia in the hope of accelerating revival and triggering tourism growth. This study proposes a segmentation model of community support and local entrepreneurs for tourism development using the Motivation, Opportunity, and Ability (MOA) approach to support tourism (support for tourism). The method used is structural equation modeling (SEM) using subgroup analysis. The research results show using the SEM approach that the support for the tourism model, which involves entrepreneur status (entrepreneur segment, non-entrepreneur segment) as moderation, is a suitable model. Motivation, Opportunity, and Ability have a significant effect on Support Tourism. Entrepreneur status has a significant influence in moderating MOA and has a strengthening effect on Support Tourism. In the entrepreneur segment model, Ability is the dominant variable that has a significant effect on Support Tourism, while in the non-entrepreneur segment model, motivation is the dominant variable that has a significant effect on Support Tourism.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Conference on Sciences, Mathematics, and Education 2023 (ICOSMED 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
28 July 2025
ISBN
978-2-38476-410-5
ISSN
2352-5398
DOI
10.2991/978-2-38476-410-5_10How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Veny Megawati
AU  - Bambang Widianarko Otok
AU  - Jerry Dwi T. Purnomo
PY  - 2025
DA  - 2025/07/28
TI  - Segmentation Support Tourism Based Motivation, Opportunity, and Ability, using Structural Equation Modelling
BT  - Proceedings of the 2nd International Conference on Sciences, Mathematics, and Education 2023 (ICOSMED 2023)
PB  - Atlantis Press
SP  - 99
EP  - 111
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-410-5_10
DO  - 10.2991/978-2-38476-410-5_10
ID  - Megawati2025
ER  -