THE FACTORS AFFECTING THE LEVEL OF TOURIST SATISFACTION USING TRAVEL AGENTS AND DESTINATIONS OF CHOICE: CASE STUDY IN BALI

  • I Ketut Suwena Faculty of Tourism, Udayana University, Bali, Indonesia
  • Ni Ketut Arismayanti Tourism Centre of Excellence, Udayana University, Bali, Indonesia

Abstract

Nowadays, tourism is a common thing done by anyone. In the digital era, there is a shift of tourists in traveling in terms of the use of travel agents in planning their trips. There are tourists who plan their trips independently and there are also tourists who continue to use travel agents in traveling. The level of satisfaction of tourists in using the services of travel agents and destinations that tourists choose to travel is important to know the factors that influence the level of tourist satisfaction. This study aims to determine and analyze the factors that influence the level of satisfaction of tourists in using travel agents and choosing tourism destinations. This research was conducted in Bali by distributing questionnaires to tourists and interviewing informants. Data collected techniques with observation, interviews, questionnaires, literature study. The data analysis technique uses descriptive qualitative, factor analysis, and Likert Scale technique. The number of samples was 400 tourists, consisting of 200 domestic tourists and 200 overseas tourists. The results of this study are expected to be used as a basis for evaluation and policy making for the government in tourism as an effort to increase the level of satisfaction and loyalty of tourists who travel to Bali.

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Published
2022-07-28
How to Cite
SUWENA, I Ketut; ARISMAYANTI, Ni Ketut. THE FACTORS AFFECTING THE LEVEL OF TOURIST SATISFACTION USING TRAVEL AGENTS AND DESTINATIONS OF CHOICE: CASE STUDY IN BALI. Jurnal IPTA (Industri Perjalanan Wisata), [S.l.], v. 10, n. 1, p. 132-143, july 2022. ISSN 2548-7930. Available at: <https://ojs.unud.ac.id/index.php/pariwisata/article/view/89968>. Date accessed: 14 aug. 2022. doi: https://doi.org/10.24843/IPTA.2022.v10.i01.p15.