FAKTOR-FAKTOR YANG MEMPENGARUHI DAYA SAING DAYA TARIK WISATA TANAH LOT

This research aims to examine factors influencing the competitiveness of Tanah Lot tourism object related to such variables: (a) tourism object attributes, (b) supporting resources, (c) tourism impacts, and (d) competitiveness strategies. This research uses a quantitative method by applying factor analysis. 100 samples were selected using convenience sampling. Research instrument test of validity and reliability were run before using factor analysis. The competiveness of Tanah Lot tourism object is developed by 16 factors as follows: (a) 4 factors from tourism object attribute variables (the beauty of object, socio-cultural function, uniqueness of tourism object, and accessibility), (b) 2 factors from tourism object supporting resource variables (development policy and infrastructure), (c) 4 factors from tourism impact variables (environtmental impact, social impact, cultural impact, and economical impact), and (d) 6 factors from competitiveness strategy variables (capacity building, object conservation, marketing network, safety and security, information technology adoption, and tourist expenditure). Keywords: competitiveness, tourism object, Tanah Lot, Factor analysis