Abstract
The purpose of this research is to analyze the tourism mix factor that differentiates tourists in choosing the type of tourism object as a basis for formulating strategies to attract tourists. This research is a quantitative study using a survey approach. The sample in this study was 200 respondents, consisting of 100 respondents of natural tourism visitors and 100 respondents of artificial tourism visitors. The analytical tool used in this study was descriptive analysis and discriminant analysis with the Stepwise method. The results of this study indicate that the variables that differentiate tourists from choosing natural tourism objects and artificial tourism objects are coolness, advertisements, facilities, prices, locations, travel agents, tourist attractions, transportation facilities and infrastructure, and public hospitality. Tourists who choose natural tourism objects have more positive attitude concerned with the variables of coolness, price, public hospitality, the existence of a travel agency, and the availability of transportation facilities and infrastructure, while visitors who choose artificial tourism objects have more positive attitude or are more concerned with location variables, advertisements, tourist attractions, and completeness of the facilities. This study provides a clear guidance on the tourism mix factor that distinguishes domestic tourists in Indonesia which is still very limited and need further investigation.
Highlights
Tourism industry has a direct impact on a national economy of Indonesia (Tosun, 2002)
Tourism will encourage the growth of Micro, Small and Medium Enterprises (MSMEs), In Indonesia, MSMs have played a significant role in economic sector (Suliyanto, 2013)
In Indonesia, there are significant differences in domestic tourists in choosing tourism objects. It can be seen from the data from the Indonesian Ministry of Tourism that 52.66 % of domestic tourists chose the type of natural tourism, 32.84 % of artificial tourism and 14.50 % of cultural tourism in 2017
Summary
Tourism industry has a direct impact on a national economy of Indonesia (Tosun, 2002). In developing tourism industry will continue to play a very important role for the economy and will continue to grow, this is due to travel costs that become more affordable with the presence of low-cost flights, many arts and cultural festivals, improved transportation facilities and road infrastructure, and the growing development of tourism supporting sectors such as hotels and restaurants. This is in line with the opinion of Tsiotsou and Tsiotsou, (2010), which stated that in the era of globalization, tourism will become cheaper and faster because of low cost airlines and the development of information and communication technology. The significant difference between tourists in choosing the type of tourism is interesting to be studied. Mattila, (2004)
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