Eksploratory Faktor Analisis Pengembangan Layanan Pariwisata Digital Penelitian Kualitatif dengan Metode Theme Analytic

Tourism is one of the important factors supporting Indonesia's economy. The development of digital tourism services is an important breakthrough to enhance the development of tourism. This can create brand awareness, engagement, sales and even loyalty.The purpose of this study was to determine the dominant factors affecting the reception and use of digital services. Sampling with Purpose Sampling technique, using observation, interviews, questionnaires, and documentation. The data obtained were analyzed using the Theme Analytic method.The results showed Performance Expectancy the dominant factor is Helping the Purchasing Process (51.72%), Effort Expectancy the dominant factor is Feeling Expert (45.06%), Social Influence the dominant factor is Social Factors using digital services (77.14%), Facilitating Conditions the dominant factor is Resource Availability (68.06%), Habit the dominant factor is Implementation behavior (68.68%), Perceive Risk the dominant factor is Performance Loss Risk (52.8%), Perceive Convenience the dominant factor is Comfort Using (31.05% ) and the Trush the dominant factor is Ability Provider (48.37%).The key to the success of floating digital services is to truly meet the requirements of digital consumer buying behavior which is an important factor in the concept of Market Driven in the industrial era 4.0. It is necessary to test the validation of digital tourism services to measure the level of acceptance and improvement programs.