This study examines how Indonesian tourists differ in their tourism preferences and the factors influencing these choices, with a focus on socio-demographics, cultural interest, and sustainability perceptions. Using a cross-sectional online survey (N = 1,030), this study examines tourism preferences across four key tourism categories derived from 16 tourism options included in the questionnaire. Data were analyzed using descriptive statistics, chi-square tests with Cramér’s V, and binary logistic regression models. The findings show that culinary and nature-based tourism function as cross-segment preferences, while urban tourism and esports tourism differentiate segments based on age, education, and gender. Cultural tourism is primarily driven by interest in local culture, whereas nature tourism is associated with sustainability concerns. These results support a layered segmentation model, where socio-demographic and value-based factors operate at different levels. The study contributes to tourism segmentation and public opinion research by demonstrating how preferences reflect structured patterns of perception and value orientation. The findings provide implications for targeted tourism communication strategies and sustainable destination development.
Puspita et al. (Fri,) studied this question.