Panorama: Jurnal Kajian Pariwisata

Articles

Vol. 6 No. 2 (2026): Panorama: Jurnal Kajian Pariwisata, ISSN 3031-5085

PARADOKS DAYA TARIK WISATA: PENGARUH PERCEIVED CROWDING TERHADAP KEPUASAN GENERASI Z DI SOLO STREET ART MARKET KORIDOR GATOT SUBROTO KOTA SURAKARTA

DOI:
https://doi.cibangsa.org/DOI-2026-47
Submitted
August 30, 2026
Published
2026-08-30

Abstract

Penelitian ini bertujuan menganalisis karakteristik diferensiasi produk dan aktivitas interaktif pada tenant UMKM di Solo Street Art Market (SOSAM) serta menguji dampak perceived crowding terhadap kepuasan pengunjung Generasi Z dengan ekspektasi sebagai variabel moderasi. Isu persepsi keramaian di destinasi pariwisata malam berbasis budaya sering kali menjadi pedang bermata dua, di mana fenomena ini menciptakan paradoks daya tarik wisata yang rumit bagi segmen wisatawan muda. Metode penelitian ini menerapkan pendekatan kuantitatif yang bersifat cross-sectional. Pengumpulan data kualitatif juga didukung dengan metode wawancara semi -terstruktur bersama Dinas Kebudayaan dan Pariwisata Kota Surakarta serta Ketua Paguyuban Solo is Solo. Analisis data statistik dalam studi ini memanfaatkan metode SmartPLS 4. Studi ini menemukan bahwa fenomena perceived crowding dapat meningkatkan kepuasan Generasi Z karena motivasi kunjungan yang sesuai untuk kebutuhan konten media sosial dan bersosialisasi. Akan tetapi, variabel ekspektasi berfungsi sebagai pengurang (negative moderation); ini berarti jika harapan pengunjung mengenai kenyamanan fisik terlalu tinggi, kenyataan keramaian di lapangan akan membuat kepuasan menurun secara signifikan.

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