Characteristics and Motivation of Domestic Tourists at the Nyang- Nyang Beach Tourist Attraction, Uluwatu, South Kuta, Bali

This research discusses the characteristics and motivations of domestic tourists at the tourist attraction of Nyang-Nyang Beach, Uluwatu, South Kuta, Bali, with the research limit being that it only discusses the characteristics and motivational push and pull factors of tourists at Nyang-Nyang Beach. The research was carried out with the aim of developing the management of Nyang-Nyang Beach by providing valuable information to managers and the government to maximize the development of tourist attractions to become tourist destinations. This research uses quantitative methods. The data sources used include primary and secondary data. The data collection techniques in this research were observation, questionnaires, literature study and documentation, which was carried out in September 2023. The sampling techniques used were purposive sampling and accidental sampling with a sample size of 100 respondents. This data processing uses IBM SPSS software version 25. Data analysis starts with data collection, data reduction, data presentation, conclusion, and Likert scale analysis. Based on the research results, it is known that the characteristics of tourists visiting Nyang-Nyang Beach can be identified based on the gender of the tourists, dominated by men (58%), aged 21-30 (75%), outside Bali (80%), students (80%), students ( 45%), SMA/SMK/MAN (45%), Not Married (82%), Social Media (57%), Couple (43%), two times (60%) and 1-2 hours (43%). This means that many visitors come from Generation Z, with many visitors coming with their partners. Apart from that, because many come from Generation Z, social media has become a medium for obtaining information on tourist destinations. The highest motivation for the push and pull factor is the romance indicator, with a score of 4.19, and the natural environment and weather attraction indicator, with a score of 3.94. The lowest motivational push and pull factors are self-fulfilment and culture indicators, with scores of 2.32 and 2.55. So this means that Nyang-Nyang Beach is visited a lot because it has a good atmosphere for being with your partner and is accompanied by a cool and beautiful beach atmosphere far from urban areas. So it is necessary to keep the beach clean. Furthermore, adding cultural attractions and local customs for managers can be an added value for tourists who come.