ANALYSIS OF DOMESTIC TOURIST MARKETS OF BOROBUDUR TEMPLE

This research discusses the market segmentation of domestic tourists in Borobudur Temple. This study is analyses tourist domestic market that brings new perception on how Borobudur become the option to be visited in Yogyakarta. Thus study analyzed the profile of the domestic tourists using quantitative research. Methods of data collection were conducted with questionnaires, field observations, and documentation studies. The results showed that tourists who visited Borobudur Temple mostly came from outside the province (62%) and within the province (38%). When viewed from the provincial origin, then the five largest provinces are domestic tourists from Central Java Province of 38%, while respondents who come from the West Java Province of 13%. Then the respondents from D.I. Yogyakarta with 10%, then East Java Province 9% and DKI Jakarta 9%. Respondents who visited Borobudur Temple were 15-24 years old (36%), male (58%), married (52%), graduated from diploma (46%), still in student status (27%), Revenue per month Rp. 50.000,00 (28%), total expenses during trip <Rp. 200.000,00 (32%), the largest share of expenditure is located on transportation (34%), using land transportation (86%) and air (13%), visiting reason because Borobudur Temple has artistic and cultural value (38%), preference of stay in other hotels / inns (36%), visit planning