Pengaruh Keindahan Alam dan Kearifan Lokal Terhadap Minat Berkunjung Wisatawan Pada Daya Tarik Wisata Uma Ceking di Kecamatan Tegallalang Kabupaten Gianyar

Abstract

This study investigates the role of natural beauty and local wisdom in influencing tourists’ intention to visit Uma Ceking Tourism Attraction, located in Tegallalang District, Gianyar Regency, Bali. Uma Ceking is recognized for its scenic terraced rice fields and the preservation of the traditional Subak irrigation system, which reflects the values of local culture and sustainable tourism. A quantitative approach was employed using a survey method. Data were collected from 30 visitors through questionnaires distributed using an accidental sampling technique. The obtained data were analyzed using multiple linear regression with the assistance of SPSS software. The findings reveal that both natural beauty and local wisdom significantly contribute to tourists’ visiting interest. The partial analysis indicates that natural beauty has a positive and significant effect on visiting intention, while local wisdom also demonstrates a meaningful positive influence. Furthermore, the simultaneous test confirms that these two variables collectively affect tourists’ intention to visit the destination. The coefficient of determination shows that a considerable proportion of visitors’ interest can be explained by the attractiveness of the natural landscape and the uniqueness of local cultural values. These results highlight the importance of maintaining environmental quality and preserving local traditions as strategic efforts to strengthen destination competitiveness and support sustainable tourism development at Uma Ceking.