COMPARATIVE STUDY OF TOURIST CHARACTERISTICS ON CULTURAL HERITAGE TOURISM SITES: SURVEY ON TOURIST IN INDONESIA AND THAILAND HERITAGE SITES

This study investigated the tourist characteristics on the cultural heritage tourism sites. The characteristics was investigated by examining the relationship between the tourists perception on the product attributes of the site and their post visit behaviour tendency. The study was held in Indonesia and Thailand where both countries have strong value of cultural heritage tourism sites. A sampel of 488 respondents was used for the study. Six destination attributes (attractions, activities, accessibilities, amenities, ancilliary services, and available services) were investigated to find out how they influenced the post visit behaviour. By using the path analysis method, it is discovered that the activities are the most significant factor that influence to the post visit behavior in Indonesia. Whereas, in Thailand, the attractions are found to be the most significant factor that influence to the post visit behavior. The implication of the finding on marketing the heritage tourism site is also analyzed