ABSTRACT
Culture is one of the factors that influence the patterns and utilization of vacation time and activities of certain communities. This study is aimed at analyzing the conception of time, place, and form of utilization of vacation by Sundanese people, which are the target of domestic tourists to be reckoned. This study involves about 425 respondents spread across West Java and employees descriptive qualitative data analysis. The instruments used in this study are related to the conception of time, vacation destinations, and the context of vacation activities. The results show that the content of tourism should contain useful guidance and experience. The choice of destination is not a major factor, except the context of togetherness is the main driving factor for tourism. Anticipation for mass tourism, which is still preferred by domestic tourists, should be done through comprehensive regulation and management of tourism area.
