The Destination Attributes of Travelers’ Satisfaction and Experience at Uluwatu Tourism Area Based on Online Reviews

Abstract

Tourism has been identified as a priority area for Indonesia's economic growth. Bali, one of the most popular tourist destinations in Indonesia and even the globe, was placed eighth as a tourism destination among hundreds of thousands of islands. Furthermore, tourism in Bali is unique owing to the cultural landscape's blend of culture, nature, and civilization. The Uluwatu region is one of the top tourism areas in Bali, with several awards for accommodation, food & drinks, and attractions from Tripadvisor. The study looked at 5340 Google reviews for one tourist site, four motels, one spa facility, and six food and drinks. Then, UCINET 6.0 is used to perform CONCOR analysis and assess network centrality. CONCOR analysis divides the review data into five and six groups. Exploratory factor analysis was done alongside quantitative analysis and was divided into six variables: attractions, lodging, sea, food and beverages, beach, and cost. As a result, attractions, lodging, the sea, food and beverages, and the beach all have a favorable influence on passenger pleasure. Meanwhile, the cost variable had a negative influence on passenger happiness. Furthermore, the findings of this study may help to the enhancement of the quality of services offered by tourist business people in Bali, who, although charging high prices, should improve the quality of their services so that passengers do not feel overcharged. Furthermore, it may ease the tourist business because passengers are often satisfied when they visit the Uluwatu region, implying that Uluwatu is a popular location for travelers.

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