Factor analysis of international tourists' experience quality in visiting Ubud as a tourism destination

Hanugerah Kristiono Liestiandre, Intan Elma Agustina Silitonga, Komang Triana Wulandari, Damar Adithya Wirawan, I Kadek Satria Dharma Putra

Abstract


Abstract

This study examines the Quality of Visitor Experience (QoVE) and the segmentation of international visitors to Ubud, Bali. Understanding visitor preferences and the quality of their experiences is essential for identifying market demands, improving tourist satisfaction, and supporting sustainable tourism development. The primary objective of this research is to identify key factors influencing QoVE among repeat international visitors to Ubud. A total of 260 international tourists who had visited Ubud at least twice participated in the study by completing a structured questionnaire. The data were analyzed using Exploratory Factor Analysis (EFA) to uncover underlying dimensions of their travel experiences. The findings revealed three distinct visitor segments based on their preferences: those who prioritize accessibility, those who enjoy crowded, and those seeking holistic enjoyment that includes cultural, natural, and emotional aspects. These insights offer valuable guidance for destination managers in Ubud to improve visitor management strategies. In particular, the results can support the development of targeted marketing campaigns and customized tourism products that enhance visitor satisfaction while preserving Ubud’s cultural identity and environmental sustainability.

Abstrak

Studi ini mengkaji Kualitas Pengalaman Pengunjung (QoVE) dan segmentasi wisatawan mancanegara ke Ubud, Bali. Memahami preferensi pengunjung dan kualitas pengalaman mereka sangat penting untuk mengidentifikasi permintaan pasar, meningkatkan kepuasan wisatawan, dan mendukung pembangunan pariwisata berkelanjutan. Tujuan utama penelitian ini adalah mengidentifikasi faktor-faktor kunci yang memengaruhi QoVE di antara wisatawan mancanegara yang kembali ke Ubud. Sebanyak 260 wisatawan mancanegara yang telah mengunjungi Ubud setidaknya dua kali berpartisipasi dalam studi ini dengan mengisi kuesioner terstruktur. Data dianalisis menggunakan Analisis Faktor Eksploratori (EFA) untuk mengungkap dimensi-dimensi yang mendasari pengalaman perjalanan mereka. Temuan ini mengungkapkan tiga segmen pengunjung yang berbeda berdasarkan preferensi mereka: mereka yang memprioritaskan aksesibilitas, mereka yang menikmati keramaian, dan mereka yang mencari kenikmatan holistik yang mencakup aspek budaya, alam, dan emosional. Wawasan ini menawarkan panduan berharga bagi pengelola destinasi di Ubud untuk meningkatkan strategi manajemen pengunjung. Secara khusus, hasil ini dapat mendukung pengembangan kampanye pemasaran yang terarah dan produk wisata yang disesuaikan untuk meningkatkan kepuasan pengunjung sekaligus melestarikan identitas budaya dan keberlanjutan lingkungan Ubud.


Keywords


Exploratory Factor Analysis; international tourists; Quality of Visitor Experience; Ubud

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DOI: https://doi.org/10.17509/jithor.v8i2.77286

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