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.


Introduction
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. Tourism has become a necessity, Salimov (2018) said that in this era, traveling has developed into a social lifestyle for young generation.
In Indonesia, tourism has a very big role in the economic aspect as a foreign exchange earner. Tourism can be used as a tool to solve the problem of unemployment and poverty in developing countries (Dogra & Gupta, 2012;Khuntia & Mishra, 2016). 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). The development of tourism in remote areas has proven able to encourage economic growth and preserve natural (Ritsma et al., 2010). Indonesia has various types of tourist attractions such as natural tourism, artificial tourism, and cultural tourism. 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 . The significant difference between tourists in choosing the type of tourism is interesting to be studied. Mattila, (2004) stated that domestic tourists prefer choosing the type of natural tourism compared to artificial tourism objects and cultural tourism objects. Consumer behavior is a dynamic and eclectic in tourism marketing (Mattila, 2004). So, research on tourist behavior in selecting types of tourism attractions will continue to be interesting to be studied. Many previous studies have examined the factors that determine tourist visits intention to a tourist destination (Abuamoud, Libbin, & Green, 2014;Khuong & Nguyen, 2018), but specifically to examine the tourism mix factor that distinguishes domestic tourists in choosing the type of tourism object is still very limited.
The research was conducted in Banyumas Regency, because Banyumas Regency is one of the regencies in Central Java Province, Indonesia which has a variety of attractions both natural and artificial tourism. The national famous tourism object in Banyumas Regency is Baturraden tourism object. Around Baturraden tourism objects, there are now growing several tourism objects for both natural and artificial tourism, one of the artificial tourism objects is The Village Tourism object. Management of tourism objects, both its natural tourism objects and its artificial tourism objects compete each other to get visitors, so that competition between tourism objects is getting tougher. One of the indicators of the tourism development success is the number of visitors. The following the data presented on the number of tourist visitors to Banyumas Regency from 2014 to 2017. Although tourism has a very important role for the economy, until now the tourism industry still facing various problems, one including the quality of services provided by the manager of tourism has not good enough yet. Whereas achieving tourist satisfaction is one of the most important factors in terms of managing various types of tourism (Marinoa, 2017), because tourist satisfaction will positively effects tourist loyalty (Hernandez et al., 2006;Coban, 2012). On the other hand, tourist dissatisfaction will reduce the intention of tourists to re-visit the tourism object, even it causes the negative word of mouth information.
Based on the description above, it can be seen that the tourism industry plays a very important role for the economy growth, and the increasing number of new tourism objects has led to tougher competition in creating tourism attractions to attract tourists. Beside, tourism management services in serving tourists has not yet good enough. As a result, this research needs to be done to analyze the tourism mix factor that differentiates tourists in choosing the type of tourist attraction as a basis for formulating strategies to attract tourists.

Research Method
This research was conducted in Banyumas regency, Central Java Province, Indonesia with the subject of the study of visitors to natural attractions, Baturraden and visitors to artificial attractions, The Village, in Banyumas Regency. The samples in this study were 200 respondents, consisting of 100 respondents of natural tourism visitors and 100 respondents of artificial tourism visitors, which were collected using the accidental sampling method. To analyze the tourism mix factors that differentiate tourists in choosing the type of tourist attraction, discriminant analysis tool is used in a phased method. Discriminant analysis is a method of analysis while the independent variable is a metric variable (interval or ratio), while the dependent variable is a non metric variable (nominal or ordinal).
The discriminant analysis model is using the following formula (Malhotra et al., 2006): In which: The steps to carry out discriminant analysis are as follows (Malhotra et al., 2006): a). Formulate the problem, b). Make estimation of the coefficient of discriminant function, c). Determine the level of significance of the discriminant function, d). Interpret the results of the analysis, e). Evaluate the validity of discriminant analysis.

Profile Respondents
Analysis of the respondent profile was done using descriptive statistical analysis, which is presented in Table 2. Regency is still affordable for visitor who earn ≤ Rp 5 million per month. Both Baturraden and The Village visitors mostly get information from friends, family and social media. So, promotion through word of mouth (WoM) is very effective to attract tourists. Most of the tourists who visitedBaturraden and The Village, came with family or friends in groups, and rarely perform the visitation. Travel packages that are expected by visitors in The Village are educational tours, while tourism packages that are expected by visitors to natural attractions Baturraden are others such as to see the beautiful scenery. Batturaden natural attractions are the most visited by respondents who come from regions outside Central Java Province, while the tourism objects made by The Village are mostly visited by respondents who come from the Banyumas Regency. This is because Baturraden's natural Batturaden natural attractions and The Village most visited by respondents who have a travel orientation to reduce boredom, after doing routine activities.

Discriminant Analysis
To differentiate the tourists orientation in visiting natural attractions and visiting artificial attractions, discriminant analysis is done using the Stepwise method. Based on discriminant analysis the following outputs can be obtained: Based on the analysis of Table 3, there are 23 tourism mix variables used to differentiate the considerations of visitors who visit natural attractions and those who visit artificial attractions. From the 23 tourism mix variables used to differentiate, there are only 5 variables that can be used to differentiate the considerations of visitors traveling to natural tourism objects and those visiting artificial tourism objects, they are: beauty, coolness, uniqueness, advertisements, promotions, with a level of sig. ≤ 0.05. However, to ensure the correctness in discriminant analysis, all variables are included for further processing using the Stepwise method. removed, there are 9 variables that can be used to differentiate tourist considerations in choosing the type of tourism objects, namely: coolness, advertisement, facility, price, location, travel agency, attraction, transportation infrastructure, and public hospitality. Therefore, the behavior of visitors who travel to natural attractions and visitors who visit artificial attractions is influenced by respondents' attitudes toward the variables of coolness, advertisement, facility, price, location, travel agency, attraction, transportation infrastructure, and public hospitality. Based on Table 6, it can be interpreted that tourists who choose natural tourism objects have more positive attitude or are more concerned with the variables of coolness, price, public hospitality, the existence of a travel agency, and the availability of transportation infrastructure. On the other hand, tourists who choose to visit artificial tourism objects have more positive attitude towards location, advertisements, tourist attractions, facilities variables. .759 Table 7 shows the function at group centroid is used to determine the cutoff value which is the boundary value where the predicted value must be included in the category of artificial tourism objects, The Village or natural tourism objects, Baturraden.  Vol. 16, No. 5 2020 0,000. This shows a significant difference (real) between the average value of discriminant scores forboth groups of visitors in choosing natural tourism objects and artificial tourism objects. So, it can be concluded that there are indeed differences in attitudes between groups who choose natural tourism and who choose artificial tourism.  Classification results table was used to determine the level of accuracy and stability of the formed discriminant model (godness of fit). Based on the table, it shows 78.0 % means that from 200 data processed, 78.0% have been entered into the right group, while the cross validation of 76.5 % is higher than 50%, then the model discriminant that has been formed is declared fit or appropriate to be used to differentiate the attitude of tourists in choosing natural tourism objects and those who choose artificial tourism objects.

Conclusion
Based on the conducted discriminant analysis, there are nine variables that differentiate tourists' considerations in choosing natural and artificial tourism. These variables are coolness, advertisement, facility, price, location, travel agency, attractions, transportation infrastructure, and public hospitality. Tourists who chose natural tourism objects have more positive attitude or are more concerned with the variables of coolness, price, public hospitality, the existence of a travel agency, and the availability of transportation infrastructure, while tourists who chose to visit artificial tourism objects have a more positive attitude or are more concerned with variables location, advertisement, tourist attractions, and completeness of the facilities.
Based on these conclusions, several recommendations for managers of natural tourist attractions could be formulated to pay more attention to the coolness variable by maintaining the authenticity of nature, the price offered is an affordable price for tourists for all levels, public hospitality by providing tourism awareness training for the surrounding community, the existence of a travel agency by establishing cooperation with various travel agencies, and the availability of transportation infrastructure by providing transportation facilities and infrastructure. At the same time, the management of artificial tourism objects has to pay more attention to location variable by choosing strategic and easily accessible locations, advertising variable by making attractive advertising media, especially advertising through social media; tourist attractions variable by always providing innovative and unique tourist attractions compared to tourist artificial attractions; complete facilities variable by completing various clean and comfortable tourist facilities such as toilets, prayer rooms, cafes, parking lots, banking access, and health access.