The Study of Tourist Preferences for Accommodation Selection Based on Destination Characteristics in Bangli Regency, Bali
Keywords:
Tourist Preferences, Accommodation Selection, Destination CharacteristicsAbstract
This study is motivated by the limited research on tourist preferences in selecting accommodation based on destination characteristics, despite its significant impact on the development of tourism destinations. The study aims to analyze the factors influencing tourists’ choices of accommodation in Bangli Regency, Bali, considering aspects such as location, facilities, price, service quality, and cultural uniqueness. The research adopts a quantitative design, with a sample of 120 domestic and international tourists selected through purposive sampling. Data was collected using a structured questionnaire and analyzed through multiple regression analysis. The findings reveal that location and service quality have the most significant influence on accommodation selection, followed by cultural uniqueness and price, while facilities show a moderate effect. These results align with the research objectives and support the theory of consumer behavior in tourism. The study concludes that destination-specific characteristics play a critical role in shaping tourists’ accommodation preferences. The implications encompass theoretical contributions by enriching the literature on tourism marketing and practical recommendations for accommodation providers to enhance competitiveness by integrating local cultural elements and improving service standards. Additionally, this study identifies future research opportunities focusing on the impact of digital marketing and sustainability practices on tourist accommodation choices.
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