Tourist Behaviour at Jatiluwih World Cultural Heritage Destination, Tabanan Regency, Bali

Jatiluwih became a subak-based world heritage destination designated by UNESCO in 2012. Tourist visits increased sharply with an accumulation of 200,000 people since 2014, and faced a decline from 2019 to 2021. Many tourist complaints arise about the authenticity of the destination and the sustainability of Jatiluwih destination, even the anxiety of evaluation from UNESCO also haunts the community. It is suspected that the loss of authenticity and low knowledge or experience of tourists are the causes of the decline in the behavioural intention of tourists to come to Jatiluwih. Poor destination image also has an impact on the lower behavioural intention. Many studies have been conducted in behaviour but not many have looked at the perspective of tourist behaviour oriented towards destination sustainability, especially knowledge and authenticity (Rasoolimanesh, et al, 2021; Abidin et al, 2022). This research is the first study testing the effects of knowledge, ctra and authenticity in planned behaviour theory (Anjen, 1979).  This research will be dissected with the theory of palnned behaviour theory and relationship marketing. The concepts used are the concepts of destination image (Kotler & Keller, 2007), knowledge (Abidin et al, 2022), and authenticity (Rasoolimanesh, et al, 2021). Previous research results that support this research include those from Suardana, et al, 2023, related to the study of the role of stakeholders in Jatiluwih.

The research design was conducted confirmatory by conducting surveys on tourists who come to Jatiluwih. The survey was conducted with a quata-determined sample of 250 respondents. The sampling technique in this study used proportional based on nationality and data collection through questionnaire distribution, and observation. Data analysis techniques using Structural Equation Modelling (SEM) SmartPLS 3. pro version.

The results found that knowledge has a positive but insignificant effect on tourist intentions to Jatiluwih. While knowledge has a positive and significant effect on tourist behaviour. Knowledge is proven to be a predictor in determining tourist intentions to go to Jatiluwih, but not necessarily direct behaviour. On the other hand, destination image and authenticity have a positive and significant influence on tourist intention and behaviour. Likewise, intention has a positive and significant influence on the behaviour of tourists who come indeed because of the specific intention to visit Jatiluwih as a world heritage.