Segmentasi Hotel di Lombok Menggunakan Metode Klasterisasi Berbasis Harga, Fasilitas, dan Jarak Lokasi

Lombok is one of Indonesia's premier tourist destinations, experiencing significant growth in the tourism sector. The increasing number of visitors has directly impacted the hospitality industry, resulting in a wide variety of hotels with diverse characteristics based on price, rating, and customer reviews. This diversity poses a challenge in effectively understanding hotel market segmentation. This study aims to cluster hotels in Lombok using clustering techniques to gain deeper insights into hotel segmentation patterns. The research employs the K-Means Clustering algorithm within the CRISP-DM framework, which includes the phases of Business Understanding, Data Understanding, Data Preparation, Modeling, Evaluation, and Deployment. The dataset comprises attributes such as nightly price, hotel rating, and the number of reviews, all collected from online platforms. The effectiveness of the clustering process is evaluated using the Silhouette Score metric. The results show that the K-Means algorithm delivers the best performance, with a Silhouette Score of 0.9042 (90%), indicating well-defined and distinct clusters. Therefore, K-Means Clustering is recommended as the most effective method for grouping hotels based on the attributes used in this study. This research provides valuable insights into hotel segmentation patterns in Lombok and can serve as a reference for hospitality industry stakeholders in formulating more targeted marketing strategies and business decisions. Future research may consider incorporating additional attributes such as geographic location and tourist seasons to enhance the clustering quality.