Exploring Domestic Tourist Motivations and Perceptions of Jatiluwih: The Dominant Factors Behind Visits to a Unesco World Heritage Site

This study aims to identify the dominant motivational and perceptual factors influencing domestic tourists visiting Jatiluwih, a UNESCO World Heritage Site in Bali, Indonesia. Data were collected from 100 domestic tourists using an Accidental Sampling technique, complemented by field observations and secondary sources. A quantitative approach was employed, utilizing Confirmatory Factor Analysis (CFA) with SPSS software version 27 to analyze the data. The findings reveal that the primary motivation of domestic tourists is the pride associated with Jatiluwih's recognition as a UNESCO World Heritage Site, underscoring the symbolic and cultural value of the destination. Additionally, the perception of easy access to online information about Jatiluwih emerged as the most significant factor shaping positive tourist perceptions. These results highlight the importance of cultural heritage acknowledgment and digital accessibility in attracting domestic tourists. The study suggests that Jatiluwih effectively combines its cultural and natural assets with modern accessibility to meet the preferences of contemporary travelers. Future research could expand this analysis to other cultural heritage sites to explore broader trends in domestic tourist behavior.