From tourism experience to consumption activities: Exploring visitor behavior on Jalan Tunjungan, Surabaya

Arika Salsabila

doi:10.67964/vbnx3x03

Authors

Arika Salsabila Universitas Widya Kartika, Surabaya, Indonesia Author

DOI:

https://doi.org/10.67964/vbnx3x03

Keywords:

Tourism experience, Visitor behavior, Consumption activities, Jalan Tunjungan, Urban heritage destination

Abstract

The transformation of Jalan Tunjungan Surabaya into an urban tourism destination has changed how visitors experience and use public space. This study aims to analyze how tourism experiences shape visitor behavior and consumption activities at Jalan Tunjungan. A phenomenological approach was employed through observation, in-depth interviews with five purposively selected informants, and documentation. The findings show that visitor experiences are expressed through recreational, social, visual, and consumption activities, including leisurely strolling, socializing, enjoying culinary offerings, taking photographs, and creating social media content. These experiences are shaped by visit motivations, heritage characteristics, pedestrian facilities, environmental conditions, and the social atmosphere of the area. The findings indicate that consumption activities do not function merely as economic activities but constitute an integral part of tourism experiences within public space. This study contributes to understanding visitor behavior by connecting tourism experiences, spatial use, and consumption activities in an urban heritage destination.

Abstrak

Transformasi Jalan Tunjungan Surabaya menjadi destinasi wisata perkotaan telah mengubah cara pengunjung mengalami dan memanfaatkan ruang publik. Penelitian ini bertujuan menganalisis bagaimana pengalaman wisata membentuk perilaku pengunjung dan aktivitas konsumsi di Jalan Tunjungan. Penelitian menggunakan pendekatan fenomenologi dengan observasi, wawancara mendalam terhadap lima informan yang dipilih secara purposif, dan dokumentasi. Hasil penelitian menunjukkan bahwa pengalaman pengunjung terbentuk melalui aktivitas rekreatif, sosial, visual, dan konsumsi, seperti berjalan santai, berkumpul, menikmati kuliner, berfoto, dan membuat konten media sosial. Pengalaman tersebut dipengaruhi oleh motivasi kunjungan, karakteristik heritage, kualitas fasilitas pedestrian, kondisi lingkungan, dan suasana sosial kawasan. Temuan ini menunjukkan bahwa aktivitas konsumsi tidak berdiri sendiri sebagai kegiatan ekonomi, tetapi menjadi bagian dari pengalaman wisata yang berlangsung di ruang publik. Penelitian ini berkontribusi pada pemahaman perilaku pengunjung dengan menghubungkan pengalaman wisata, penggunaan ruang, dan aktivitas konsumsi dalam konteks destinasi heritage perkotaan.

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