Analisis Faktor-Faktor Bauran Pemasaran Pariwisata Pulau Bali Bagi Wisatawan Asing Menggunakan Metode Analytical Hierarchy Process (AHP)
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Institusion
STIE Indonesia Banking School
Author
Nugraha, I Dewa Made Agung Kertha
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-18 00:48:28
Abstract :
Purpose?For the past decade, cultural resources and tourism have become inextricably linked throughout the world especially in developing countries. This study aims at determining the factors of Bali tourism marketing mix priority for foreign tourist. Design/methodology/approach?The research applied quantitative method and employed an Analytical Hierarchy Process (AHP) for examining the dominant factorsbased on data collected from 97 foreign tourists who fulfilled the questionnaires. Findings?The findings of the study reveal thatmarketing mix factors that has the highest value from foreign tourist about Bali tourism is the price factor with a weight of 0.200 followed by product factor (0,160), promotion factor (0,159), people (0,134), physical evidence (0,123), process (0,166), and the last position is place factor which has a weight of (0,107). Keywords: marketing mix, tourism, tourist, factor analysis, analytical hierarchy process.
Purpose?For the past decade, cultural resources and tourism have become inextricably linked throughout the world especially in developing countries. This study aims at determining the factors of Bali tourism marketing mix priority for foreign tourist. Design/methodology/approach?The research applied quantitative method and employed an Analytical Hierarchy Process (AHP) for examining the dominant factorsbased on data collected from 97 foreign tourists who fulfilled the questionnaires. Findings?The findings of the study reveal thatmarketing mix factors that has the highest value from foreign tourist about Bali tourism is the price factor with a weight of 0.200 followed by product factor (0,160), promotion factor (0,159), people (0,134), physical evidence (0,123), process (0,166), and the last position is place factor which has a weight of (0,107). Keywords: marketing mix, tourism, tourist, factor analysis, analytical hierarchy process.
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