Preferensi Wisatawan terhadap Atribut Wisata Budaya Bali
Abstract
Penelitian ini bertujuan untuk menganalisis preferensi wisatawan terhadap wisata budaya di Puri Agung Karangasem, Pura Luhur Uluwatu, dan Desa Panglipuran di Bali menggunakan metode analisis conjoint. Atribut-atribut yang relevan telah dikembangkan dan pengumpulan data dilakukan melalui kuesioner online kepada 149 responden. Hasil penilaian utility menunjukkan bahwa lokasi kunjungan, akomodasi, pilihan rombongan perjalanan, lama kunjungan, motivasi utama, dan pilihan paket perjalanan memiliki pengaruh yang signifikan terhadap preferensi wisatawan. Importance value menegaskan bahwa pilihan rombongan perjalanan, lama kunjungan, lokasi kunjungan, dan motivasi merupakan atribut-atribut yang paling penting dalam mempengaruhi preferensi. Korelasi yang kuat dan signifikan juga ditemukan antara preferensi terhadap atribut-atribut tersebut. Rekomendasi penelitian ini mencakup: wisata budaya, preferensi wisatawan, analisis conjoint, Bali, destinasi wisata.
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DOI: https://doi.org/10.61141/home.v6i1.411
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