Track: Data Analytics and Big Data

Abstract

One of the many effects of the coronavirus outbreak is the suspension of businesses in the tourism sector. Currently, the Indonesian government is starting to loosen quarantine, however the virus still around. Therefore, all sector needs to consider various strategy options so that they can rise again and survive in the new normal times. In this research, market basket analysis, which is commonly used in the retail sector, is adopted in the tourism sector. The method used is the Association Rule but using survey data, whereas usually used transaction data. Respondent data then divided into two datasets based on the respondent age to see differences in decision-making on choosing tourist attractions. The two datasets are the age group under 40 and the age group above 40. The results indicate that the Association Rule with data collected from the questionnaire can be made. Also, show the differences in decision patterns between the two groups observed. Respondents under the age of 40 tend to choose relatively new tourist spots, while respondents above 40 tend to choose the ‘classic’ Bali. From the rules formed, the age group under 40 produces 15 rules, while the age group above 40 produces seven rules.