DARI POTENSI KE REALISASI: WILLINGNESS TO PAY (WTP) DALAM REKOMENDASI RETRIBUSI PARIWISATA BERKELANJUTAN DAN TANTANGAN PUNGUTAN NON-ADMINISTRATIF DI BUKIT GUNDALING

Filzah, Annisa Shella (2025) DARI POTENSI KE REALISASI: WILLINGNESS TO PAY (WTP) DALAM REKOMENDASI RETRIBUSI PARIWISATA BERKELANJUTAN DAN TANTANGAN PUNGUTAN NON-ADMINISTRATIF DI BUKIT GUNDALING. Skripsi thesis, Politeknik Keuangan Negara STAN.

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Abstract

ABSTRAK Pariwisata berkelanjutan memiliki peran penting dalam memastikan manfaat ekonomi dan pengalaman wisata yang lebih baik dalam pengelolaan destinasi lokal. Bukit Gundaling di Kabupaten Karo memiliki potensi wisata yang besar, namun menghadapi tantangan berupa praktik pungutan non-administratif yang berdampak negatif terhadap wisatawan dan pendapatan daerah. Penelitian ini memasukkan variabel pungutan non-administratif untuk mengukur kesediaan membayar (Willingness to Pay/WTP) pengunjung sebagai dasar rekomendasi kebijakan, menilai nilai ekonomi, serta mengidentifikasi faktor-faktor yang memengaruhi besaran WTP dan jumlah kunjungan. Dengan menggunakan Contingent Valuation Method (CVM) dan Travel Cost Method (TCM), data diperoleh melalui survei dan dianalisis menggunakan model regresi linear berganda. Hasil penelitian menunjukkan bahwa rata-rata WTP pengunjung sebesar Rp20.850, dengan estimasi nilai ekonomi berdasarkan CVM sebesar Rp3.337.062.423 dan TCM sebesar Rp3.779.062.602. Perbedaan nilai ini mencerminkan variasi pendekatan dalam mengukur perilaku konsumen. Faktor yang memengaruhi WTP meliputi pendapatan dan jenis pekerjaan, sedangkan jumlah kunjungan dipengaruhi oleh pendapatan, lama kunjungan, serta persepsi terhadap konservasi atau perbaikan fasilitas. Selain itu, penelitian ini juga mengestimasi besarnya potensi pungutan non-administratif yang menjadi bagian tourism leakage atau kebocoran ekonomi di sektor pariwisata. Penelitian ini menegaskan perlunya kebijakan pengelolaan yang lebih transparan, peningkatan infrastruktur wisata, serta penghapusan praktik pungutan non-administratif guna meningkatkan daya tarik Bukit Gundaling sebagai destinasi wisata yang lebih berkelanjutan. Kata kunci: Willingness to Pay (WTP), Contingent Valuation Method (CVM), Travel Cost Method (TCM), Nilai Ekonomi, Pungutan Non-administratif xiii ABSTRACT Sustainable tourism has an important role in ensuring economic benefits and better tourism experiences in local destination management. Bukit Gundaling in Karo Regency has great tourism potential, but faces challenges in the form of non administrative levies that negatively impact tourists and local revenue. This study includes non-administrative levies to measure visitors' Willingness to Pay (WTP) as a basis for policy recommendations, assess economic value, and identify factors that influence the amount of WTP and the number of visits. Using the Contingent Valuation Method (CVM) and Travel Cost Method (TCM), data were obtained through surveys and analyzed using multiple linear regression models. The results showed that the average WTP of visitors was Rp20.850, with an estimated economic value based on CVM of Rp3.337.062.423 and TCM of Rp3.779.062.602. This difference in value reflects the variety of approaches in measuring consumer behavior. Factors that influence WTP include income and type of work, while the number of visits is influenced by income, length of visit, and perceptions of conservation or improvement of facilities. In addition, this study also estimates the potential amount of non-administrative levies that are part of tourism leakage or economic leakage in the tourism sector. This research emphasizes the need for more transparent management policies, improved tourism infrastructure, and the elimination of non-administrative levies to increase the attractiveness of Bukit Gundaling as a more sustainable tourist destination. Keywords: Willingness to Pay (WTP), Contingent Valuation Method (CVM), Travel Cost Method (TCM), Economic Value, Non-administrative Levies

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