Tourism Mix Factor: Tourists’ Travel Orientation in Choosing Types of Tourism Objects in Indonesia

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.