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Trend Gairah Bisnis Sektor Leisure Economy di Indonesia

Travelgraf – Fenomena pola konsumsi masyarakat saat ini telah bergeser seiring dengan perkembangan zaman, ekonomi...

Travelgraf – Fenomena pola konsumsi masyarakat saat ini telah bergeser seiring dengan perkembangan zaman, ekonomi dan pendidikan yang dimilikinya. Pola konsumsi dari yang sebelumnya didominasi sandang-pangan-papan, kini menjadi hiburan dan leisure.

Mengambil istilah leisure economy yang dipopulerkan Linda Nazareth lewat bukunya The Leisure Economy: How Changing Demographics, Economics, and Generational Attitudes Will Reshape Our Lives and Our Industries (2007), pola konsumsi mulai bergeser dari goods-based consumption (barang) menjadi experience-based consumption (pengalaman).

Indonesia menjadi salah satu negara yang terkena fenomena ini. Pasalnya, konsumsi dalam kategori leisure makin marak dininikmati. Kategori leisure seperti traveling, menginap di hotel, menonton film, konser musik, dan kuliner telah menjadi konsumsi gaya hidup sekarang ini. Fenomena ini menjadikan konsumsi masyarakat dengan tujuan mendapatkan kesenangan dan pengalaman dapat terakomodir sesuai keinginannya.

Data Badan Pusat Statistik (BPS) menunjukkan bahwa pengeluaran rumah tangga yang terkait dengan konsumsi berbasis pengalaman meningkat pesat sejak 2015. Mereka adalah kelas menengah yang berpengeluaran US$2-10 per hari. Di Indonesia konsumen dengan rentang pengeluaran sebesar itu kini mencapai lebih 60% dari total penduduk. Studi Nielsen (2015) mengungkapkan, kaum millenial yang kini telah menjadi konsumen dominan Indonesia (mencapai 46%) sangat mudah mengeluarkan biaya yang bersifat gaya hidup dan experience based.

Fenomena ini menegaskan bahwa sektor leisure telah menjadi gaya baru ekonomi di Indonesia. Leisure economy diprediksi akan lebih hype di masa depan seiring dengan kemajuan teknologi informasi. Ekonomi jenis ini memiliki ciri positif yang tahan deraan krisis dan tak merusak lingkungan. Terlebih potensi yang dimiliki Indonesia melalui sektor pariwisata, tersebar dari Sabang hingga Marauke. Diperkirakan leisure economy di bidang pariwisata memberikan kontribusi signifikan pada perekonomian nasional.

Menurut pengamat sekaligus Direktur Inventure, Yuswohady, leisure economy mengedepankan momen dan experience. Kepuasan dan kesenangan yang didapatkan dari hal tersebutlah menjadi value dalam sebuah bisnis tersebut. “Leisure berada di level utility, sedangkan experience ada di level connection. Keduanya yang terkait menciptakan happiness dari sebuah produk leisure yang dirasakan. Pada tingkat selanjutnya menciptakan esteem dari eksternal yang menimbulkan moment of recognition,” ujarnya.

Berbagai bidang kini banyak yang dikaitkan dengan leisure economy. Menurut Yoswohady ada dua jenis produk yang diperuntukan hal tersebut, produk yang memang leisure by default dan produk yang disuntikkan value leisure. “Co-working space atau properti contoh produk yang disuntikkan value leisure-nya. Hotel, makanan, paket liburan adalah produk yang secara otomatis memang merupakan bisnis leisure,” ungkapnya.

Tren yang berkembang di kalangan millenial saat ini ada di antara living, working, dan leisure menjadi satu. Hal ini yang membuka inovasi dan menjadi peluang luar biasa. Menurutnya, elemen-elemen leisure dalam sebuah bisnis akan semakin dominan untuk menarik konsumen. Mencari celah di mana sebuah produk dapat disuntikkan unsur leisure menjadi cara baru dalam menciptakan bisnis.

Guru Besar Prasetiya Mulya Business School sekaligus pengamat bisnis, Agus Soehadi, mengungkapkan bahwa leisure economy terkait dengan pengisian waktu luang di luar perkejaan rutin. Beberapa literatur menyatakan leisure terkait dengan produk atau layanan yang terkait dengan REST (recreation, entertainment, sports and tourism). “Tren ini muncul karena proporsi kelas menengah di Indonesia besar, kemudian biaya yang dikeluarkan untuk mengkonsumsi aktifitas leisure yang semakin terjangkau,” ungkapnya.

Produk leisure yang ditawarkan semakin beragam dan informasi yang terkait dengan REST semakin mudah diperoleh. Menurut Agus, perkembangan teknologi digital membuat banyak pekerjaan yg tergantikan dan kebutuhan untuk menyelesaikan pekerjaan tersebut semakin cepat. Hal ini berdampak pada kebutuhan pengisian waktu luang atau leisure yang semakin besar. Kondisi ini yang menciptakan fenomena pergeseran pertumbuhan konsumsi dari non-leisure ke leisure.

Kualitas konsumsi pengalaman menjadi kunci bagi pemain di industri leisure economy. Agus menjelaskan bahwa pendapat Pine and Gilmore terdapat empat dimensi yang harus diperhatikan dalam mengelola kualitas experience pada bisnis ini. “Empat dimensi tersebut antara lain adanya unsur edukasi, estetika, hiburan, dan escapist (aktifitas leisure seperti outbound, rafting, dan sebagainya),” tambahnya. Para pelaku bisnis juga dapat bermain di ranah experience, hiburan, dan kuliner. Ketiganya memiliki peluang dan potensi yang besar yang ditunjung oleh keragaman dan kekayaan budaya Indonesia. Kondisi ini memberikan ruang yang luas untuk inovasi di industri leisure yang masih sangat besar.

167 thoughts on “Trend Gairah Bisnis Sektor Leisure Economy di Indonesia

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