The Happiness of European Tourists (HoET) in Bali Tourism Services and Happiness Types

European tourists are the primary market of Bali. Therefore, tourism stakeholders consider them as the leading market seg-ment for tourism business and market-ing. The main objec-tive of the local tour-ism industry, when providing services and hospitality, is to generate happiness for European tour-ists. Based on this background, this research aims to identify the charac-teristics and types of happiness experi-ences of European tourists to choose tourism services in Bali. Data are col-lected through struc-tured interviews, observation, and documentation stud-ies. Respondents consist of 100 Euro-pean tourists who visited Bali. They are determined by the non-probability sampling method. Data are analyzed by Nvivo 12, statistics, and described quali-tatively. The results of the study show that the characteris-tics of European tourists are dominat-ed by the age of 15-30 years old, female, undergraduate, not married, employee of a private compa-ny, to visit col-leagues, travel with a friend or spouse, independent travel-ers, first-time visit, and length of stay of 14 days. The catego-ry known as ‘Happi-ness of European Tourists (HoET)’ in Bali. They are taking various tourism ser-vices, including ac-commodation, dining at restaurants, tours and travel, transpor-tation, local tour guides, tourist attrac-tions, and tourism infrastructure. These aspects are typically classified within the domain of ‘happy.’ Upon analyzing the feedback on tourism services, it becomes evident that restau-rant services bring the highest level of happiness to Euro-pean tourists visiting Bali. This finding closely aligns with the tourist response to the accommoda-tion services, which also ‘very happy.’ In addition, the empiri-cal research shows that culinary experi-ences and lodging services hold para-mount delight for European tourists during their travels in Bali.