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E-Journal of Tourism Vol.2. No.2. (2015): 68-73
http://ojs.unud.ac.id/index.php/eot 68 e-ISSN: 2407-392X. p-ISSN: 2541-0857
Popularity of Tourist Attraction in Bali
From the Perspective of Foreign Tourists
I Nyoman Sudiarta
Faculty of Tourism, Udayana University
Corresponding author: sudiarta.nyoman@yahoo.co.id
ARTICLE INFO
Received
27 February 2015
Accepted
11 August 2015
Available online
07 September 2015
ABSTRACT
This study aims to determine the popularity of tourist attraction in Bali, the
position of a tourist attraction in Bali Respondents in this study were foreign
tourists visiting Bali, the number of samples taken by 100 respondents by
purposive sampling. Analysis of data using descriptive and statistical analysis
of multidimensional scaling. The most popular attraction by tourists are Kuta,
Sanur, Nusa Dua, Jimbaran, Tanah Lot and Ubud. Group tourist attraction in
Bali positioned into four quadrant and two-dimensional. Dimension 1 is the
tourist attractions that have many similarity or close competitors and
dimension 2 is illustrates attraction that has a lot of differences or distant
competitors.
Keywords: position, attraction, Bali, foreign tourist, multidimensional scaling
analysis.
Introduction
The era of globalization is interpreted
vary by academics and practitioners of
tourism. Globalization on the one hand is
believed to have a positive impact on the
sustainability of a tourist attraction. However
there who believe the era of globalization
impacting negative for more open competition.
Bali as part of the tourism destinations in
Indonesia became one of the destinations that
have a diversity of attractions, ranging from
culture, nature and a combination of both.
Bali has 16 tourist destinations and has
more than 150 attractions are spread evenly
throughout in all regency and city in Bali.
(Bali Provincial Regulation No. 16 Year 2009,
2009). Although it has many tourist
attractions, but the number of visits at each
tourist attraction varied. 10 The appeal which
was visited by the highest according to the
department of tourism province of Bali in
2015 is Tanah Lot 3 million more tourists,
foreign and domestic, Followed tourist
attraction Ulu watu as many as 1.1 million
tourists, Ulun Danu as many as 735 thousand
tourists, Kintamani only 500 thousand tourists
in a year. Botanical Garden in Bedugul visit as
many as 463 thousand tourists, Tirta Empul
visited by 443 thousand, Hot Water Banjar as
many as 303 thousand in Singaraja. Bali Safari
Park is only 300 thousand and Goa Gajah in
Gianyar was visited 286 thousand foreign and
domestic tourists in 2015.
Fluctuations visit the tourist attraction can
be a sign of competition between attraction
and perception of diverse travelers against the
major tourist attraction. Business travel appeal
is required to be able to implement a strategy
to maintain and even increase tourist visits and
study the behavior of tourists through their
perception of the power of a tourist attraction.
Various strategies are used academics and
practitioners such as improving the quality of
service, increase customer satisfaction and
loyalty, enhancing the image of tourism
destinations (Crompton, 1979; Baker and
Crompton, 2000; Chen and Tsai, 2007;
Mohamed et al., 2009; Alegre and Garau,
2010; Li, 2011), as well as failure recovery
services (Nikbin et al., 2010; Lo et al., 2012;
Sudiarta, Suardana and Ariana, 2014b).
E-Journal of Tourism Vol.2. No.2. (2015): 68-73
http://ojs.unud.ac.id/index.php/eot 69 e-ISSN: 2407-392X. p-ISSN: 2541-0857
Research of competitive position and using
multidimensional scaling analysis conducted
by some researchers (Shaw, 1992; Power,
Haberlin and Foley, 2005; Mohamed et al.,
2009; Njuguna, 2009; Sudiarta, Suardana and
Ariana, 2014a). But there is still little that
examines the competitive position of a tourist
attraction, especially tourist attraction islands,
such as Bali (Sudiarta, Suardana and Ariana,
2014a).
Methodology
The design of the sample in this study
using a non-probability sampling, (Malhotra,
2010). The sampled population are foreign
tourists, from three continents, namely: (1).
Europe, (2) American, and (3) Asia because
they are considered to represent the population
of the fifteen countries of origin of tourists
who come to Bali. This research was
conducted in Bali, on 12 tourist attraction
(Kuta, Tanjung Benoa, Jimbaran, Nusa Dua,
Sanur, Medewi, Tanah Lot, Ubud, Kintamani,
Lembongan, Tulamben and Lovina. Tourists
who are targeted samples were tourists who
visit and considered know the tourist attraction
in Bali. The variables in this study to adapt
and adopt the results of previous studies
(Echtner and Ritchie, 1991; Mill and
Morisson, 2009; Mohamed et al., 2009),
which can be seen from the aspect (1) tourist
atttractions (2) facilities, (3) Infrastructure, (4)
Cost or price and (5) the hospitality of the
people.
After checking and tabulation of data,
then analysed using multivariate analysis,
namely Multidimensional scaling (MDS) and
correspondence Analysis or CA (Hair et al.,
1995). Multidimensional scaling (MDS) is
also known as perceptual mapping procedure
which provide the opportunity for researchers
to specify the relative perception of an object
such as company, product, idea, or a variety of
items associated with perception (Hair et al.,
1995). The goal of MDS is ratings about the
similarities and preferences of tourists in a
multi-dimensional scale. MDS can be used as
a strategy to market a tourist attraction based
on the similarities and differences and
preferences of travelers (Kotler, 2000; Kotler,
Keller and Lu, 2009; Kotler, Bowen and
Makens, 2010; Sudiarta, Suardana and Ariana,
2014a).
Results and Discussion
Results and analysis of the study were
divided into two, namely: a descriptive and
statistical analysis. Descriptive analysis
includes: gender, level of education, the period
of the visit and the popularity tourist
attractions in Bali. Analysis statistical used
Multidimensional scaling (MDS).
Characteristics of Respondents
Among the respondents, the results show
that the higest percentage of respondents were
Australian (25%), followed by Chinese (12%),
Malaysian and Japanese (6%), Singapore,
South Korea, French and Taiwanese (4%).
American and German as well as Indian,
Dutch, Rusiian and New Zealand represented
the lowest percentage, i.e., 3% and 2%
respectively (see Figure 1).
Figure 1. Nationality of foreign tourist visiting
Bali (source: primary reseacrh, 2014)
Sex
Of the 100 respondents, 68.7% were male
and 31, 3 % female, a difference of 37.4 %.
This suggests that male tourists to Bali
outnumbered males by a ratio of 7:3
Education
Type of education respondents who
visited the 12 tourist attraction in Bali are
mostly high school educated (56%), followed
by postgraduate degree 19 percent, 16 percent
of Diplome three 3 years and doctoral degree
about 8.7 percent.
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Nationality of foreign tourist visiting
Bali
Percen…
E-Journal of Tourism Vol.2. No.2. (2015): 68-73
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Period of visit
Periods of tourist arrivals in outline can be
divided into two parts, namely, first-time visits
and return visits. More than 80 percent
Foreign Tourists visiting Bali are those who've
never been to Bali. Only 12 percent of tourists
who visit the tourist attraction in Bali was their
first visit. The second visit until the third time
it reaches 20 percent. More than 50 percent of
respondents have been more than 5 times. This
means that Bali is a major tourist destination
and a second home for them.
Popularity of Tourist Attractions in Bali
Based on the questionnaire given to
respondents in 12 major tourist attraction in
Bali, 100 respondents stated his views as
follows: Kuta, Sanur, Nusa Dua and Jimbaran
is a tourist attraction that most known and
visited by foreign tourists. I call the most
popular tourist attraction. Tourist attraction
that is not widely known by foreign tourists is
Medewi Beach is located in the district of
Jembrana. The location is far from city center
Denpasar and Kuta as an exotic tourist
attraction in Bali. Lack of promotion and
information one of the causes of the lack of
information and knowledge rating of Medewi
Beach. As presented in Table 1.
Table 1. Foreign Tourist Knowledge of
Tourists Attractions in Bali
Name of
Tourist
Attractions
Amount Percentages Rangkings
Kuta 100 100 1
Medewi 45 30,0 9
Tanah Lot 98 98. 7 3
Tanjung
Benoa
97 95. 3 4
Nusa Dua 99 99. 3 2
Jimbaran 99 99. 3 2
Sanur 100 100 1
Ubud 98 98, 7 3
Lembongan 88 58,.7 7
Kintamani 73 48. 7 8
Tulamben 96 94.0 5
Lovina 95 82. 7 6
Source: Primary data, 2014
Multidimensional Scaling (MDS) analysis
MDS is one of multivariate techniques
to analyze the relationship of interdependence
or interrelationship between variables (Hair et
al., 1995). The software which is currently
used for the analysis of SPSS with ability
MDS is making ALSCAL and INDSCAL. The
range of steps in the analysis of MDS include
1) the problem formulation, 2) the input data,
the similarity and dissimilarity value of the
object is assessed, 3) the selection procedures
in the form of data MDS metric and non-
metric, 4) the determination of dimensions
based on research- previous studies, 5) giving
the name of the group or configuration and 6)
test the validity and reliability by using the
value of Stress and R -Square.
MDS analysis is used to determine the
competitive position of tourist attraction to
other tourist attraction. Kuta in this case
compared to 23 other tourist attractions.
Dimension 1 depicts a tourist attraction has
much in common with others tourist
attractions. Meanwhile, the second dimension
describes the position of a tourist attractions
that has a different or far from each other.
Based on the research described the position of
tourist attraction in the four quadrants.
Group tourist attraction that exist in the
quadrant are: Kuta, Ubud, Tanah Lot and Nusa
Dua. Segment tourist attraction is competing
with other groups that are in quadrant II, III
and IV. Quadrant nearest competitor group is
an attraction in quadrant II, followed by a
tourist attraction in quadrant IV and III. Group
of tourist attractions in quadrant II is Medewi
Beach, Tanjung Benoa and Jimbaran. The
nearest competitor tourist attraction in this
quadrant are quadrant I and II as well as
competitors furthest is a tourist attraction in
quadrant IV. Group tourist attraction in
quadrant III is a tourist attraction Lembongan,
Lovina and Sanur. Group tourist attraction will
compete with some of the tourist attraction
located in quadrant IV, namely Tulamben and
Kintamani, tourist attraction will also compete
with the major tourist attraction in quadrant II
and the farthest is in quadrant IV.
While groups of tourist attraction in
quadrant IV are a tourist attraction Tulamben
and Kintamani, a tourist attraction it is a close
E-Journal of Tourism Vol.2. No.2. (2015): 68-73
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1.51.00.50.0-0.5-1.0-1.5
Dimension 1
1.5
1.0
0.5
0.0
-0.5
-1.0
-1.5
D
im
e
n
s
io
n
2
Lovina
Tulamben
Kintamani
Lembongan.island
Ubud
Sanur
Jimbaran
Nusa.Dua
Tanjung.Benoa
Tanah.Lot
MedewiKuta
Individual differences (weighted) Euclidean distance model
Derived Stimulus Configuration
competitor of the tourist attraction in a row
Sanur, Lovina and lembongan, three is a
tourist attraction that offers water. Why
compete with the Kintamani tourist attraction
that offers water attractions. Tourists move or
relocate in other tourism destinations because
of several factors such as the quality of tourist
attraction, satisfaction, satisfaction post-
recovery services, as well as the image of the
tourist attraction. Kintamani within the last 5
years the negative spotlight for a few things
like cleanliness, parking and also the
friendliness of the local guides especially by
street vendors. It is possible that tourist shift to
another tourist attraction. AS presented in
Figure 2.
Figure 2. Position of Tourists Attractions in
Bali
Conclusion and Recommendation
Conclusion
Based on the research objectives, namely
to determine the popularity of a tourist
attraction, determine the position of each
tourist attractions in Bali. Kuta, Sanur, Nusa
Dua, Jimbaran Tanah Lot and Ubud are the
most populer tourists’ atractions acoording to
the foreign tourists. Position tourist attraction
can be described with two dimensions: one
dimension is an attraction that has a lot of
similarities and a second dimension is the
attraction that has many differences. Medewi
Beach, Tanjung Benoa and Jimbaran are
groups that has many similarities and also as a
close competitor.
Recommendations
After knowing the position of
competitors then the next step is to determine
the strategy being used either as a leader or a
follower. Because each a tourist attraction in
Bali has similar potency, namely the the
potential of nature, culture and a combination
of both. So the strategy that can be done is by
means of improve infrastructure, increase the
service satisfaction and of service recovery in
the event of complaints as well as to build the
image of a tourist attraction and satisfaction
through the quality of service recovery (Baker
and Crompton, 2000; Saha and Theingi, 2009;
Alegre and Garau, 2010; Sudiarta, Suardana
and Ariana, 2014b).
Limitations
Each study has limitation. This study
has limitations because it does not compare
with the respondent tourists, which may have
similarities or differences with this research.
Future research is expected to complement the
weakness of this study. MDS analysis does not
provide a solution strategy, so it needs to be
supplemented with the analysis such as the
analysis of the correspondent so that it can be
seen each tourist attraction competed in
several indicators, such as culture, technology
and so on.
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