Studi Kualitatif Pengalaman Pengunjung Dalam Menghadiri Event Kustomfest Jogja 2025
DOI:
https://doi.org/10.57185/mutiara.v4i2.480Keywords:
Kustomfest, mice , event pameran, pengalaman pengunjung, minat kunjungan kembaliAbstract
Event berbasis MICE (Meeting, Incentive, Convention, and Exhibition) memiliki peran penting dalam pengembangan pariwisata dan industri kreatif, khususnya melalui kegiatan pameran (exhibition) yang mempertemukan penyelenggara, pelaku industri, komunitas, dan pengunjung. Kustomfest Jogja 2025 merupakan event otomotif kustom berskala nasional yang mengkombinasikan pameran modifikasi kendaraan, kompetisi, hiburan, dan aktivitas komunitas, sehingga menciptakan pengalaman multidimensional bagi pengunjung.Penelitian ini bertujuan untuk mengeksplorasi pengalaman pengunjung dalam menghadiri Event Kustomfest Jogja 2025, mengidentifikasi faktor-faktor yang membentuk pengalaman tersebut, serta memahami bagaimana pengalaman tersebut mempengaruhi minat kunjungan kembali (revisit intention). Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara mendalam terhadap tiga informan pengunjung Kustomfest. Hasil penelitian menunjukkan bahwa pengalaman pengunjung Kustomfest terbentuk melalui aspek emosional, sosial, fungsional, dan simbolik. Pengunjung menilai Kustomfest sebagai event yang meriah, edukatif, serta memiliki atmosfer komunitas yang kuat. Program acara seperti pameran, kompetisi, hiburan musik, dan kuliner memberikan pengalaman yang beragam, sementara fasilitas dan alur pengunjung dinilai relatif terstruktur meskipun terdapat catatan perbaikan pada display pameran dan jumlah tenant. Penelitian ini menegaskan bahwa exhibition dalam konteks MICE, seperti Kustomfest, tidak hanya berfungsi sebagai media promosi produk otomotif, tetapi juga sebagai ruang pembentukan pengalaman dan identitas komunitas. Temuan ini memberikan implikasi teoritis bagi kajian komunikasi pariwisata dan event management serta implikasi praktis bagi penyelenggara event dalam meningkatkan kualitas pengalaman pengunjung melalui pengelolaan konsep, program, dan fasilitas yang inovatif dan terintegrasi.
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