THE VISITOR SEGMENTATION OF JATILUWIH BALI

Jatiluwih is listed as World Cultural Heritage by UNESCO on June 29, 2012. To increase the contribution of Jatiluwih as tourism attraction to local people, the research is needed to descript visitor profile, visitor purpose, and visitor's expectation after visiting Jatiluwih Tourism Attraction. These findings can be considered for local communities to conduct small businesses such as the recreational services, culinary, agribusiness, and business-related tourism services. This research is quantitative descriptive method which sample is chosen based on purposive sampling technique, tourists who visit at time total 107 respondents. The results show more female visitors than men, age groups between 21 to 30 years old, students or college students and dominant are educated undergraduate degree. Tourists who visit Jatiluwih dominant are domestic, followed by number of Australia, UK, and other countries. Tourists are motivated by the natural beauty of Jatiluwih, they are dominant repeaters, gather information from various sources of information, most of them spend time between one to two hours, they buy entry ticket directly at the counter, the amount of money spent between 50 thousand to 100 thousand rupiah, and the spending power of tourists between 500 thousand to one million rupiah per day.


INTRODUCTION
Tourism attraction of Jatiluwih is located in Penebel County, Tabanan Regency, Bali Indonesia. It's well known of Subak (irrigation system) which is not only to water the rice paddy, but the Subak is crowned as World Heritage where it's considered as tourist attraction from the view, likes terracing farm. Jatiluwih village is a perfect place for tourist who would like to refresh or escape themselves from their routines because of lush farming that neatly leveled and gives panoramic view. Jatiluwih located on the valley of Batukaru Mountain, which attract foreign and domestic tourist (Susanto, 2011).
The expectation of Jatiluwih chosen as World Cultural Heritage by UNESCO will increase its contribution to the community. To increase its contribution to local community, therefore: research of visitor profile, the purpose of visit, and expectation of visitors offer visiting Jatiluwih Tourist Attraction (JTA) are needed. The findings can be used for local community to open a small business, such as: recreational service, culinary, agribusiness, and others related to tourism (Busby & Rendle, 2000;Embacher, 2009;Keane, 1992).
Based on the introduction, the main problem of this paper is who the visitor and how they visited Jatiluwih Tourism Attraction (JTA) with sub problems as follows: (1) the profile of respondent maybe based on demography, geography, and psychograph variables.
(2) Is there correlation between variable of demography with tourist's visit motivation? (3) Is there correlation between variable of psychograph with tourist's motivation? (2015) on Jatiluwih criticized (1) how the social and cultural development of Jatiluwih Tourism Village after the establishment of subak as a World Cultural Heritage from the Tri Hita Karana aspect, (2) how community participation in the development of Jatiluwih Tourism Village after the determination of subak as a World Cultural Heritage from the aspect of Tri Hita Karana, and (3) how tourists perceive the development of Jatiluwih Tourism Village after the establishment of subak as a World Cultural Heritage from the aspect of Tri Hita Karana. In this study focus on the visitors of Jatiluwih that they have been divided into segment, is called market segment. Market segment is a group of consumers that has the need of the same product and service (Bagyono, 2003;Angipora, 2007). Also, market segment is big group that is identified in a market, where the identification process is generally done based on variable of geographic, demographic, psychographic, and consumer behavior. Market segment is also a part of market in general. For each company, market in general is a person and or an organization that need their product and has the ability to purchase them. Market segment consist of potential customers that fit into the same criteria. Those criteria could be demographic, psychographic, and consumer behavior factor (Kotler, 2005;Carlson, 2008).

Previous research conducted by Widari
Research instrument in this study use questionnaire method. The given questionnaires questions asked by researchers to get answers related to visitor profile of JTA. This research is quantitative descriptive research. The sample chosen based on purposive sampling technique specified carefully by researcher based on certain criteria. Criteria of respondents were determined by the purposive technique, foreign and domestic tourists who are in the area of Jatiluwih. The number of samples determined at least as many as 107 respondents. Chi-square analysis is used to know the significance or presence of relation between demography, geography and psychograph variable, with consumer behavior variable that is expected by the tourists who stay with descriptive analysis of chi-square statistic with confidence level 95 %, 5% error rate and degrees of freedom (df) from 1 to 30 (Utama & Mahadewi, 2014).

RESULT AND DISCUSSION
The research on market segmentation of JTA was conducted at the beginning of September until the end of October 2017. The data was collected by field survey involving 10 field staff. Respondent's characteristic is seen from demography which consists of age, gender, marital status, occupation, income, family and education of respondent who visited JTA. The results of the analysis that has been done with the help of computer program produce the overall picture of the tourists based on the demography will be described as follows: Profile of respondents (Table 1) seen from gender, more women than men in comparison (69.2%: 30.8%). This proportion can illustrate that the type of business that can be provided at JTA is more related to the preference of female visitors compared of male visitors. Profile of respondents from the amount of money spent each day, the dominant respondents shop between 500 thousand to one million Rupiah by 40.2%, and the second less than 500 thousand Rupiah by 36.4%, the third between one million up to 2 million of 21.5%, and shopping between two million to 3 million Rupiah only amounted to 1.9%. This profile indicates that the visitor market segment of JTA has purchasing power between one and two million rupiah.

The correlation between demographic variables with the motivation of visits to JTA.
The Age Group and the Purpose of Visit to JTA: The age of tourists describes the level of maturity of a person who also affects the loyalty of a person to a product (Utama, 2014;Karabati, et al, 2009). Based on respondents' age to the benefits that they are looking for, answered by 107 respondents which shown in Table 2. The correlation between demographic variables with consumer behavior variables associated with the purpose of a visit to JTA.  Table 2 shows that most of the intention of visit to JTA because of its natural beauty of 57 people, followed by respondents who want to know the production process of agribusiness products by 27 people, then want to purchase agribusiness products by total of five people. When grouped their choice based on the age of 107 respondents, aged 15 to 20 years tend to choose natural beauty factor as their main consideration of visit, whereas respondents with age group between 21 to 30 years also tend to choose natural beauty factor. Based on chi-square tests (Pearson Chi-Square) shows the correlation between the variables of the tourist age group toward the purpose of visit to JTA has significant affect, as evidenced by the chi-square test is at a significant level of 0.000 <0.05 which means that the purpose of visit JTA is influenced by their age group.
Tourist Occupation and motivation of visits to JTA: Their occupation reflects their socioeconomic status and their family, performing the type of work a person can be described how their social status in society, which also influence the selection type of products and services (Utama, 2014). The results showed that visitors who are students, either highschool students or bachelor, also employees who visit JTA is motivated by its natural beauty factor. The relationship between the variables of tourists occupation to the purpose of visit JTA Chi-Square Tests (Pearson Chi-Square) has a significant affect, as evidenced by the chi-square test is at a significant level of 0.020 <0.05 which means that the motivation to visit JTA is influenced by their type of occupation. Tourist Education and Purpose of Visit to JTA: Respondents' education reveals the level of education being taken can illustrate how the level of education plays role in determining the choice of products and services desired (Fandeli, 2011;Junaedi & Utama, 2016). The results of the study showed that the students who graduated from bachelor degree education are more dominant visit JTA motivated by the factor of its natural beauty compared to those with high school education (Table 4). The correlation between the variable of education level on the motivation to visit JTA Chi-Square Tests (Pearson Chi-Square) has significant effect, proved by the chi-square test is at the level of 0.004 <0.05 meaning that the motivation to visit JTA is influenced by their education level.

Correlation between Variable of Psychograph and Consumer Behavior
Each tourist is having different motivation of traveling; some want to spend their holiday, meeting, business, or other reasons (Utama, 2017). Correlation between Age and the Amount of Money Spent at JTA: The correlation between age group to the amount of money spent at JTA (Table 5) shows that respondent's age group 21 to 30 years spend more at JTA compared to the other groups. The correlation between the variable of geography and motivation of visit to JTA: The correlation between variable of tourist's origin country affect their motivation of visit to JTA, means that motivation of visit is affected by the origin country of tourist. The correlation between the variable of psychograph and consumer behavior at JTA: The amount of money spent during visit to Jatiluwih is not affected by gender, the age differences, tourist's origin country, and their occupation. The amount of money spent during visit is only affected by their education level. Preferences of Cacao Product and fully funded the research. We would also like to thank to our research helper who gathered data on field survey.