| Abstrak/Abstract |
Existing studies have recognized the significance of ambiance in influencing tourist behavior and preferences. However, little attention has been given to the temporal aspect of ambiance, particularly its interaction with natural light. This study aims to fill this gap by examining whether tourists demonstrate temporal preferences for ambiance during their trips. We utilized the Kansei methodology to capture the preferred ambiance across morning, afternoon, and evening periods, involving 200 domestic tourists in Yogyakarta, Indonesia. Through semantic differential analysis, we identified five constructs of ambiance representing the diverse sensory responses experienced during trips. By using a logistic regression model, we investigated the relationship between tourist preferences and perceived ambiance. The results confirm the existence of temporal preferences throughout the day. Specifically, morning preferences in Yogyakarta tend towards peaceful, nature-centric attractions, while afternoons favor popular places and cultural experiences. Evening preferences lean towards more romantic environments. These findings provide valuable insights for tourism stakeholders to enhance tourist experiences by aligning offerings with specific ambiance preferences at different times of the day. |
