Main Article Content
Abstract
Purpose of the Study: This study's primary objective is to explore the influence of location and pricing on tourists' accommodation purchase intentions in Bali. By doing so, it seeks to shed light on the key factors that shape tourists' decisions when selecting accommodations in this popular tourist destination.
Methodology: The research methodology employed in this study encompasses Multiple Linear Regression, the Coefficient of Determination, t-tests, and F-tests, all executed using the statistical software SPSS. A total of 103 respondents were targeted, resulting in 100 eligible respondents who met the criteria. Data collection was conducted using Google Forms, from August 1st to October 1st, 2023.
Main Findings: The primary findings of this research indicate that both location and pricing have a substantial and positive impact on tourists' purchase intentions in Bali. This suggests that tourists are significantly influenced by these factors when making decisions about where to stay during their visit.
Applications of the Study: The insights generated by this study have practical applications in various fields, including tourism management, marketing strategies, and the hospitality industry. Stakeholders in Bali's tourism sector can leverage this information to make informed decisions about location selection and pricing strategies to attract more visitors.
Novelty/Originality of the Study: What sets this study apart is its focus on the specific context of Bali and its exploration of the interplay between location, pricing, and purchase intentions. This research contributes to perspectives and valuable knowledge to the existing body of literature in the field, offering practical implications for both academia and the tourism industry.
Keywords
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References
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References
Ahmed, B. (2020). Understanding the impact of investor sentiment on the price formation process: A review of the conduct of American stock markets. Journal of Economic Asymmetries, 22(May), e00172. https://doi.org/10.1016/j.jeca.2020.e00172
Armstrong, G., & Kotler, P. (2003). Marketing: an introduction. Pearson Educación.
Cahyani, E. N., N, D. P., & Fitriyani, E. (2021). Analisis Instagram Sebagai Social Media Marketing Di Industri Perhotelan. Jurnal Ilmiah Hospitality, 10(1), 29–46. https://doi.org/10.47492/jih.v10i1.642
Charles Chancellor, H. (2012). Applying Travel Pattern Data to Destination Development and Marketing Decisions. Tourism Planning and Development, 9(3), 321–332. https://doi.org/10.1080/21568316.2012.693893
Chiang, C.-F. (2018). Influences of price, service convenience, and social servicescape on post-purchase process of capsule hotels. Asia Pacific Journal of Tourism Research, 23(4), 373–384. https://doi.org/10.1080/10941665.2018.1444649
Crompton, J. L. (1979). An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location Upon That Image. Journal of Travel Research, 17(4), 18–23. https://doi.org/10.1177/004728757901700404
Cuomo, M. T., Tortora, D., Foroudi, P., Giordano, A., Festa, G., & Metallo, G. (2021). Digital transformation and tourist experience co-design: Big social data for planning cultural tourism. Technological Forecasting and Social Change, 162(September 2020), 120345. https://doi.org/10.1016/j.techfore.2020.120345
Dimitrios, B., Ioannis, R., Angelos, N., & Nikolaos, T. (2023). Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels. Procedia Computer Science, 219, 688–696. https://doi.org/10.1016/j.procs.2023.01.340
Fan, Y., Isa, S. M., Yang, S., & Wen, J. (2023). Effects of the guest experience, well-being, and eWOM intention for resort hotels: A positive psychology perspective. Journal of Hospitality and Tourism Management, 56, 197–206. https://doi.org/10.1016/j.jhtm.2023.06.014
McCabe, S. (2019). Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases. In S. McCabe (Ed.), Journal of Destination Marketing and Management. Elsevier. https://doi.org/10.1016/j.wep.2019.07.001
Morrison, A., Breen, J., & Ali, S. (2003). Small business growth: intention, ability, and opportunity. Journal of Small Business Management, 41(4), 417–425.
Noone, B. M., & Mattila, A. S. (2009). Hotel revenue management and the Internet: The effect of price presentation strategies on customers’ willingness to book. International Journal of Hospitality Management, 28(2), 272–279. https://doi.org/10.1016/j.ijhm.2008.09.004
Paül i Agustí, D. (2018). Characterizing the location of tourist images in cities. Differences in user-generated images (Instagram), official tourist brochures and travel guides. Annals of Tourism Research, 73, 103–115. https://doi.org/10.1016/j.annals.2018.09.001
Permathaswari, G. K. D., & Pitanatri, P. D. S. (2023). From “I Do” to “How Much?”: Exploring Brand Image and Price Perceptions in Bali’s Luxury Weddings. International Journal of Tourism & Hospitality Reviews, 10(2), 33–41. https://doi.org/10.18510/ijthr.2023.1024
Pitanatri, P. D. S., Damanik, J., Mustofa, K., & Wijono, D. (2022). Do They Care?: Looking into Flashpacker’s Accommodation Preferences in Bali Post Covid-19. International Academic Conference on Tourism (INTACT)" Post Pandemic Tourism: Trends and Future Directions"(INTACT 2022), 20–36.
Pitanatri, P. D. S., Pitana, I. G., & Valeri, M. (2022). Natural and Man-Made Crisis Management in a Small Island Tourism Destination: The Case of Bali. In Tourism Risk. Emerald Publishing Limited.
Saputra, I. G. G., & Pitanatri, P. D. S. (2023). Digital Acceptance and Resilience in Rural Tourism Destination: A Case of Bali. In Tourism and Hospitality in Asia: Crisis, Resilience and Recovery (pp. 275–296). Springer.
Soler, I. P., & Gémar, G. (2016). The impact of family business strategies on hotel room prices. European Journal of Family Business, 6(1), 54–61. https://doi.org/10.1016/j.ejfb.2016.06.003
Waheed, S., Khan, M. M., & Ahmad, N. (2018). Product packaging and consumer purchase intentions. Market Forces, 13(2).
Yang, Y., Pan, B., & Song, H. (2014). Predicting Hotel Demand Using Destination Marketing Organization’s Web Traffic Data. Journal of Travel Research, 53(4), 433–447. https://doi.org/10.1177/0047287513500391