Integration of Living Lab and Smart Tourism in Increasing Tourist Visits in Sumedang Regency: Analysis of Tourist Segmentation and Technology Implementation

The tourism industry in Sumedang Regency faces several issues that need to be addressed. First, the Virtual Tour technology implemented is not interactive and informative enough. Second, there is a lack of clear tourist segmentation. This study aims to explore the role of integrating the Living Lab and Smart Tourism concepts in increasing tourist visits to Sumedang Regency, as well as analyzing tourist segmentation based on age and occupation to improve tourism services. Sumedang Regency, known for its natural beauty and local culture, has become an increasingly popular tourist destination. To increase the number of tourist visits, the government of Sumedang Regency has utilized technology through a Virtual Tour application. Although the number of tourist visits has met the target, most visitors do not stay overnight. The Living Lab approach is considered capable of increasing the number of tourist visits by integrating social innovation and cultural heritage management in the context of a Smart City. A more specific tourist segmentation is expected to provide a reference for improving tourism services that meet the needs of each segment. This study shows that the use of a smart tourism website can collect data related to tourist habits.