Effect of Tourist Characteristic, Marine Tourism Demand, and Number of Visits to the Value Perceptions and Willingness to Pay to Environmental Marine Tourism in Ambon City

Development of tourism in this era must balance between supply and demand aspects. The tendency of policy makers pay more attention to aspects of supply than demand aspect will lead to the development of tourist products and services do not get good results. This research examined the relationship between marine tourism demand, characteristics and number of visits to the level of perception and willingness to pay (WTP) for a tourists on a marine tourism destination in Ambon city. Respondents come from overseas tourists, domestic and local, amounting to 140 people. The analysis was performed descriptively and further using SEM analysis Amos 19.00 with path analysis. The analysis shows the close relationship between marine tourism demand variables, characteristics, and the number of tourist visits to the perception of value and WTP for tourists. Variable marine tourism demand when connected directly to the tourists perception and WTP tends to correlate negatively than when using a variable as a variable number of tourist visits as a intervening variables. Instead tourists characteristic variables are positively correlated directly or indirectly with the perception of value and WTP for tourists. It is hoped that with this study will motivate tourism policy makers and local communities to be concerned and studied aspects of perception, WTP, marine tourism demand, the number of tourist visits and the characteristics that turned out to be related to each other.


Introduction
Tourism is one sector whose development began in demand in recent decades because it has the prospect of an increase in national income and welfare of the surrounding community. One of the preferred interests and tourism today is frequented marine tourism. As the capital of the province of Maluku, Ambon city has marine tourism potential is quite large with panoramic coastal and ocean surface or bottom of the sea. But in reality, this potential can not be maximized by the government not only to increase revenue but primarily on the welfare of the surrounding community effort. Currently in Ambon city there are thirty-six (36) potentials for marine tourism destination and a newly developed eight (8) destination. Destination management is done by the government, the private sector and also by the local community (private and group) [1].
Discussing about marine tourism in Ambon city, the tendency of governments and other stakeholders more frequently discussed than the supply side as the potential and the quality of coastal/marine owned, accommodation, transport and others are also in the fact its development although still not done. Aspects of demand of marine tourism rarely mentioned let alone to be developed, whereas the demand side it will largely determine the success of the development of a product, either goods or services products, including marine tourism services. As with the request (demand) for goods and services in general, demand for tourism products was influenced by various factors, and categorized into potential demand and actual demand [2]. During the run tourism activities, tourists will be spending, so it leads directly to the market demand for goods and services (Tourism Final Demand final demand tourists indirectly raise demand for capital goods and raw materials (Investment Derived Demand) to produce meet tourist demand for goods and services. Attempt to meet tourist demand required investment in transport and communications, hospitality and other accommodations, craft industry and consumer product industries, service industries, restaurants, and others [3]. Along with the change of the paradigm of world tourism since the 1980s , the bulk of the tour is to be the pattern traveled individuals or small groups, more flexible on the way traveled and tourists can interact with nature and the higher culture [4][5][6]. In Indonesia, the shift is seen from the number of tourists interested in ecotourism began to utilize sea, beaches, tropical forests, rivers, lakes, and other forms of the landscape other [7]. Nature tourism is a type of prospective tourist, because in addition to being a source of income for the region in the form of local revenue is also on the state in the form of foreign exchange. Source of income is derived from the money spent by tourists (expenditure) and measured from the time of stay (length of stay), as well as nature tourism can guarantee the preservation of nature and create prosperity for the people [8][9]. Weiler and Hall [10] states that one of the motivations special interest travelers are seeking quality. Quality is motivation in seeking the search for forms of objects and attractions that can provide significant value for the benefit of tourists (rewarding), enrichment or personal development value (Enriching), the value of the challenge or adventure (adventuresome), as well as the value of knowledge or insight new (learning). Damanik [11] also stated that one of the salient trends in the development of the global tourist market is shifting activities and tourist destinations due to changes in global tourist psychographics. This is manifested in the form of changes in tastes, interests, expectations and consumption patterns [12][13]; views or tourist image of a tourist destination [14][15][16] and on a wider scale changes due to special tourist satisfaction problems [17][18]. Tourism widely regarded as having multidimensional activities of a series of development process. Development of the tourism sector concerning socio-cultural, economic and political The aims of this research were to find a model relationship of the characteristics of tourists, marine tourism demand, the number of tourists visiting to the tourist perception and willingness to pay for environmental marine tourism in the city of Ambon. It is expected that the study will be useful in the development of marine tourism in the city of Ambon

Research Methods
The method used in this study is a survey method, is a survey investigation performed to obtain the facts and symptoms that exist, looking for good information about the real basis of social institutions, economics or politics of a group/region. The rationale for this method because the location is fairly extensive research that requires a special approach anyway. Type of survey method is to implement direct interviews with the respondents and the use of questionnaires as the main data collection instrument.

Study Site
Location of the study are set intentionally (purposive) considering that the site is the location of marine tourism is included in Ambon city tourism development since 2010, can be broken down as follows: Air Manis and Amahusu beach (Outer Ambon Bay) ; Waimahu, Namalatu, Santai and Pintu Kota beach (South coast of Ambon city) ; Hutumury and Hukurila beach (East coast of Ambon city) can be seen in Figure 1

Sampling Techniques and Data Collection
Population is a generalization region consisting of the object / subject that has certain qualities and characteristics are determined by the investigator to be studied and then drawn conclusions. The sample is part of the number and characteristics possessed by the population. As per the respondents that the purpose of the study will be examined consist of three (3) categories as shown in Table 1.

Processing and Data Analysis
To review and find models the relationship between the characteristics of tourists, tourists demand function and the number of tourist arrivals to the value / level of perception and WTP for tourists (Existence value and Bequest value) of marine tourism destinations in the city of Ambon. Furthermore, to more clearly seen in the form of path diagrams of SEM Amos 19:00 as in Figure  2. Structural equation model (SEM) was a second-generation multivariate analysis technique that combined factor analysis and path analysis that allows researchers to simultaneously test and estimated the relationship between exogenous and endogenous multiple variables with many indicators [19][20][21][22][23]

Respondents Characteristic
In accordance with the purpose of the first study examines the characteristics of travelers on marine tourism destination in the city of Ambon then there were 140 tourists who responded to the study with characteristics as summarized in Table 2.

Sources : Primary Data, Processed in 2015
To work seen varies with the highest respondent worked as a teacher and civil servant is 39 (27.86 %) while the lowest is the retired and housewives (7 people or 0.05%). Fixed income earned from work respondents also varied with the largest revenue in the range of IDR.2.499.999,-4,999,999,-was 43 respondents (30.71%). Gender and family status of the respondent is a factor that also plays an important role in one's tour. The biggest unknown is traveling men by 76 people while women numbered 64 people, while the status of the child respondents in the largest family traveled with 54 people, 48 people attended the respondent 's father, while the housewife by 38 people.

Description of Travel Demand, Total Visits, Perception and WTP Tourists
Tourists in tourist travel has its own preferences satisfy her liking. Tourists desire will be realized when managing marine tourism destination is able to accommodate the wishes and expectations. To determine travel demand, the number of tourist arrivals, tourist perception and WTP to the marine environment of tourist destinations in the city of Ambon, can be seen in Table 3 data about tourists who will show the actual demand patterns tourists. The results showed that tourists prefer destinations that can be accessed by both and has maritime tourism facility. Location was the most visited coastal Latuhalat village contained three marine tourism destinations (Santai, Namalatu and Waimahu). Distance of residence will affect tourists with access to a designated tourist destination.

Sources : Primary data , processed in 2015
Variable number of tourist arrivals was used as an intervening variable to bridge the demand characteristic variables tourists and tourist travelers with the assumed level of perception will affect travelers WTP value marine tourism on the environment. There are 30 respondents who first visited tourist destinations in the city of Ambon marine while most tourists have visited the city of Ambon 2-4 times the 61 people. The number of visits over 10 times and only had 14 people who are local tourists .
There were 15 questions to be indicators of the traveler 's perception. This study uses Measurement Scale (Likert Scale) with 5 (five) criteria for assessment of the lowest score of 1 (Strongly Supports) to the highest score of 5 (Very Supports). Respondents rating the sample in this study was (n) = 140 was the lowest score of 1 x 140 = 140 and the highest total score was 5 x 140 = 700. From the analysis of the data turned out to be the largest number of tourist perceptions within the range of values that "It supports" the 86 respondents, while for Scoring value " Not Very Supports and Not Supports " was not answered by the respondents .
WTP values of the respondents about the Existance value environment based on the standard tourist revenue each respondent and submitted the game offers (Bidding Games) by first giving statements about the existence of marine tourism for the community and environment. After that respondents give the appropriate level of income. From the values given by the value of the largest number of turns on < IDR.25.000,-/month by 60 respondents, while only 2 respondents were WTP the value of the environment where marine tourism over IDR 250.000,-. The average value where the respondent is IDR.57.814,29. As was the case with Existence values, the WTP value inheritance (Bequest Value) also have a value that is not too different. They differ only in the number of respondents who were WTP the value of the inheritance. In the range of < IDR.25.000,-from 60 respondents on the existence value to 55 people for the value of the inheritance. Different changes also in the range of values IDR.175.000 -250,000,-which amounts to 5 to 12 respondents in the WTP values of respondents inheritance. (bequest value). The average Bequest value was IDR.62.210,71.

SEM for Research Marine Tourism
Study aspects of travel demand in the form of a causal relationship of the indicators of the exogenous variables travelers personal aspects, demand and the number of tourist arrivals, tourist perceptions about marine tourism destinations in the city of Ambon, and the WTP tourists for marine tourism environment changes due to the utilization of the limited the existence value and bequest value. For answering the goal of this study also used path analysis with SEM with Amos SPSS 19.00, because in addition to examine the relationship of exogenous and endogenous variables will also see a causal relationship between variables. The results obtained path analysis can be seen in Figure 3. Based on Figure 3, shown the existed of a relationship between variables that influence -the personal aspects of the exogenous variables (X1 -X5) and tourist demand (X6 -X13) with the perception of the endogenous variables (Z1) and WTP tourists (Z2) the existence of WTP values (X16) and bequest value of tourism environment (X17). It was assumed that the size of the level of perception and tourist WTP values are very dependent on the number of tourist visits conducted on marine tourism destination in the city of Ambon, because it was so in this study, there was one variable that mediated endogenous variables intervening intended. The results that intervening variables have a positive influence on the level of perception which in turn influence the WTP variable tourists. There were 3 indicator for weakening the overall corrected model was built because it has a low loading factors (< 0.5), which is an indicator of gender (X4) ; category of stay (X9) and the leisure time (X11). Effect of latent constructs aspects of tourist demand in the picture above gives a negative effect on the perception and willingness to pay for tourists, this suggests that the higher demand of tourists with a variety of existing indicators that the lower the WTP and the perception of tourists on the environment of marine tourism in the city of Ambon. Instead latent constructs personal aspects tourists with indicators (age, income, occupation and education) have a positive influence on tourist perceptions and WTP.
Correlational relationships also occur in tourists latent constructs personal aspects and aspects of tourist demand with a variable number of tourist visits, this suggests that these three variables have a relationship that mutually affect one another especially between aspects of the personal aspects tourists demand. In the picture above also looks confirmatory factor analysis (CFA) with the results of goodness of fit which indicates that the overall rating is a model of research on "fit model" is acceptable.The results of the CFA model testing tourists construct the boundary value and criteria can be seen in Table 4. Furthermore, to determine the influence of indicators endogenous constructs in research on these tourists can be seen in Table 6. of the regression weights. Based on Table 5, seen a significant influence on the overall indicator constructs endogenous, it is characterized by the value of P < 0.05 or there are asterisks (***

Conclusions
There 4 of 5 (five) characteristics of respondents rating, which has significant influence were age, education, income and employment, while gender of respondents had no influence in the perception and WTP for tourists. There is a positive correlation between the characteristics of tourists with the number of tourists and tourism demand. Tourist Demand constructs have a significant influence on the perception and WTP. Construct categories of stay and leisure time, does not have a significant influence. Casual relationship model latent constructs respondent characteristics, travel demand and the number of tourist visits as intervening variable the level of perception and WTP or tourists showed a very close relationship positively (construct characteristics of respondents and the number of tourist visits) or negatively (construct tourist demand). Research constructs such as tourists characteristics and travel demand should be a custodian of the data base for policy decisions on programs and activities of marine tourism in the city of Ambon which is often overlooked when compared to marine tourism supply function is always performed. Knowledge of consumer opinion of the tourists perceptions about tourist destinations in the city of Ambon and the WTP value (existence and Bequest value) of marine tourism environment shows a strong intention of tourists to the situation and condition of marine tourism in the city of Ambon. This needs to be a constructive input for the development of marine tourism.