How Bali is portrayed in Online Review Communication. Software-Assisted Content Analysis Approach

This study provides insight into travellers’ brand knowledge of Bali in digital platform. It examines how Bali is portrayed in online travel review communication. The study provide empirical evidences that words related to nature, scenic landscapes and wildlife as well as adventure attractions are most frequently mentioned in online travel reviews forum. However, those preference on nature, landscape and wildlife tourism activities are still relevant to culture-based tourism in Bali, since cultural landscape, or the interaction between humankind an its natural environment, is part of cultural tourism components that offered in Bali. Keywords: Bali, online travel review, cultural tourism, content analysis