The Destination Attributes of Travelers Satisfaction and Experience at Uluwatu Tourism Area Based on Online Reviews Narariya Dita Handani, Jue Wang, Hak-Seon Kim
School of Global Studies, Kyungsung University, Busan, South Korea
Department of Management, Faculty of Economics and Business, Universitas Wijaya Kusuma Surabaya, Indonesia
School of Hospitality &- Tourism Management, Kyungsung University, Busan, South Korea
Abstract
Indonesia has positioned tourism as a priority sector in its economic development. Bali, as the one of the most popular tourist destinations in Indonesia and even in the world, ranked eighth amongst hundreds of thousands of islands as a travel destination. Moreover, tourism in Bali is very special due to the combination of culture, nature, and society as a cultural landscape. Uluwatu area is one of the best tourism area in Bali as much accommodation, food and beverages and attraction got award from Tripadvisor. The study examined 5340 reviews from Google reviews on one tourism attraction, four accommodations, one spa facility, six food and beverages. Then, UCINET 6.0 is used to analyze the network centrality and perform CONCOR analysis. The CONCOR analysis categorizes the review data into five six clusters. As quantitative analysis was performed, exploratory factor analysis was grouped into six variables: attractions, accommodation, sea, food and beverages, beach and cost. As a result, attractions, accommodation, sea, food and beverages, and beach positively impact to travelers satisfaction. Meanwhile cost variable negatively impacted travelers satisfaction. Furthermore, the results of this study may contribute to the improvement of the quality of the services provided by tourism business people in Bali, even though they charge expensive rates, they should improve the quality of the services so that travelers do not feel overcharged. Further, it might relieve the tourism industry as travelers are generally satisfied when they visit Uluwatu area, therefore it can be concluded that Uluwatu is a preferred destination for travelers.
