Analyzing the Influence of Demographic Factors on Consumer Preferences in the Tourism Industry in Bali

Authors

  • Ni Desak Made Santi Diwyarthi Politeknik Pariwisata Bali
  • I Wayan Adi Pratama Politeknik Internasional Bali
  • I Wayan Jata Politeknik Pariwisata Bali
  • Nyoman Gede Mas Wiartha Politeknik Pariwisata Bali
  • Made Darmiati Politeknik Pariwisata Bali

DOI:

https://doi.org/10.58812/wsshs.v2i02.665

Keywords:

Tourism Preferences, Demographic Factors, Bali Tourism, Consumer Behavior, SEM-PLS

Abstract

This research investigates the influence of demographic factors on consumer preferences within the tourism industry in Bali. 250 tourists examined their accommodation choices, activity preferences, and overall satisfaction. The study employs Structural Equation Modeling with Partial Least Squares (SEM-PLS) to analyze the data. Results reveal nuanced patterns: younger tourists favor budget accommodations, older tourists opt for luxury, and higher-income individuals prefer upscale options. Gender and education impact preferences, emphasizing the need for tailored strategies. The measurement model assessment confirms the reliability and validity of the constructs. Findings contribute to understanding Bali's tourism dynamics, guiding businesses and policymakers in optimizing offerings for diverse demographic segments.

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Published

2024-02-28

How to Cite

Santi Diwyarthi, N. D. M., Pratama, I. W. A., Jata, I. W., Mas Wiartha, N. G., & Darmiati, M. (2024). Analyzing the Influence of Demographic Factors on Consumer Preferences in the Tourism Industry in Bali. West Science Social and Humanities Studies, 2(02), 295–304. https://doi.org/10.58812/wsshs.v2i02.665

Issue

Vol. 2 No. 02 (2024): West Science Social and Humanities Studies

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Articles

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Copyright (c) 2024 Ni Desak Made Santi Diwyarthi, I Wayan Adi Pratama, I Wayan Jata, Nyoman Gede Mas Wiartha, Made Darmiati

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