Jatiluwih is situated in Penebel, Tabanan Bali. Jatiluwih is listed as World Cultural Heritage by UNESCO. To increase the contribution of Jatiluwih as tourism attraction to local people, the research is needed to descript visitor profile, visitor purpose, and visitor's expectation after visiting Jatiluwih Tourism Attraction. These findings can be considered for local communities to conduct small businesses such as the recreational services, culinary, agribusiness, and business-related tourism services. This research is quantitative descriptive method which sample is chosen based on purposive sampling technique, foreign and also domestic tourists who visit at time total 107 respondents.

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I Gusti Bagus Rai Utama is a Fulltime Lecturer of Dhyana Pura University at Faculty of Economics and Humanities. He is senior lecturer for Hotel Management Program since 2011. He graduated from Tourism Doctoral Program of Udayana University, Bali. He can be contacted by email: raiutama@undhirabali.ac.id