| Summary: | West Nusa Tenggara has tourism potential that should be developed . Tourist who visit to this area always increase from year to year . West Lombok district has a fairly well-known tourist potential , one of the most popular is Senggigi Beach . But although tourist arrivals in Senggigi Beach always increase significantly, but the number of foreign tourists much larger than domestic tourists. This means that tourism product in Senggigi Beach is still not optimal .
This study was conducted to describe the characteristics of tourist segmentation at Senggigi Beach based on sociographic and demographic. From this information we will know the demand of the tourists who visit so later it can be used as the basis for tourism development at Senggigi Beach. This reaserch use mix of qualitative and quantitative method and has 100 people for its respondent. The results of the questionnaire is further described on tourists characteristics based on demographic and sociographic.
The results showed that the sociographic characteristic of tourists majority are private sector employees , 36-39 years old , undergraduate ( S1 ) , married, the average number of children are 1-2 people , repeater visitor , has expenditure per month among the 2.1 million dollars - 3 million dollars , visiting with family , llived in West Lombok about 2-5 days , and the majority of tourists come from outside the island . While the demographic characteristic based on venturesomeness is near allocentric which means the tourists like adventure and nature attraction while the demographic characteristic based on VALS is tourists who visit to Senggigi are divided into three segments .
Keywords : tourist segmentation , sociodemographic , psychographic , Senggigi Beach, West Lombok
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