Analysis of Domestic Tourist Market

Abstract

The purpose of this study is to analyze the domestic tourist market segment who visits the tourist destinations in Gunung Kidul regency, Daerah Istimewa Yogyakarta (DIY) Province, Indonesia. The population of this study is domestic tourist who visitsthe tourist destinations in Gunungkidul regency. The sample size is 250 respondents drawn from five major marine destinations; Baron Beach, Indrayanti, Siung, Sundak and Wediombo. Data analysis technique is using cluster analysis. The results of the study explain that the domestic tourist market is divided into three segments; (1) tourists who only travel without considering other factors, (2) tourists who are sensitive with vacation cost and do not care about other attributes, and (3) tourists who consider all the attributes that manager offers (culinary, lodging, handycraft souvenirs, food souvenirs, access to destinations, vacation cost, transportation modes, tourist attractions, and the willingness to recommend). Research results can be used as a reference for academics and practitioners about the importance of having typologies strategy and policy based on customer groups.