Multidimensional Scaling Strategi Memasarkan Destinasi Pariwisata Bali

MULTIDIMENSIONAL SCALING: STRATEGI MEMASARKAN DESTINASI PARIWISATA BALI I Nyoman Sudiarta1, I Wayan Suardana2 dan Nyoman Ariana3 1,2Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata Universitas Udayana 3 Program Studi D4 Pariwisata, Fakultas Pariwisata Universitas Udayana. 1,2 Mahasiswa Program Doktor Pariwisata, Universitas Udayana-Bali sudiarta.nyoman@yahoo.co.id, suar.dana@yahoo.co.id, ramabharga@gmail.com Abstract Various strategies used by the company, organization, and a tourism destination to be able to win the competition and retain customer loyalty even increase. This paper aims to develop a research model using one of the multivariate analysis tool that call Multidimensional Scaling (MDS) and Coresponden Analysis (Anacor) so that it can be known position 12 tourist attraction in Bali, namely the similarities, differences and preferences of domestic tourists. Twelve of tourist attraction in Bali, Kuta and Sanur is the attractiveness of the most known and desirable while the less popular and less known is Medewi beach. Medewi Beach perceived as a tourist attraction because of its location differs considerably compared with Kuta. Tourist attraction which is also considered to have a difference is Tanah Lot and Sanur. While the rest are considered to have equal or proximity including Tanjung Benoa, Tulamben, Kuta, Nusa Dua and Ubud. Tourist attraction that is considered to have advantages one of which is Tanah Lot and Ubud which has advantages in terms of art and culture and spiritual destination. Keywords: Competition, position, tourist attraction, multidimensional scaling, Bali