CONTENT ANALYSIS: ROLE OF TOURIST BUREAU TO IMPROVE BALI TOURISM DESTINATION IMAGES

Japanese tourists are one of the foreign tourists visiting Bali. Data from the 2016 Bali Province Tourism Office illustrates the competitive position of foreign tourists in the Asia Pacific region. From 2009 to 2013. The position of Japanese tourists among the top 8 countries of origin of tourists in the Asia Pacific ranks second after Australia, followed by tourists from China in third place, Taiwan, South Korea, India, New Zealand, and Hong Kong in eighth position. From 2011 to 2016 the position of Japanese tourists in second place was replaced by tourists from China to third. This position is factually influenced by the decline of Japanese tourists visiting Bali from 2011 to 2016. This phenomenon is interesting to study why Japanese tourists visiting Bali are declining.

There are many factors that influence the increase or decrease of tourist visits to a tourism destination, among others due to poor service quality, unsatisfactory service, and the image of a tourism destination and vice versa. The image of a tourism destination (CDP) is one of the mediating variables that can influence tourist visits to a tourism destination through the tourist satisfaction variable. Thus the CDP variable acts as a predictor variable to tourist satisfaction and also a mediating variable between satisfaction and the desire to visit again. In some research results the image of a tourism destination also acts as a moderator variable that can increase or decrease satisfaction, the effect of service quality on the intention of returning tourists to a tourism destination.
On the other hand, the characteristics of Japanese tourists have their own uniqueness, such as group likes and more use of BPW to arrange their tour. more than 250 people (Bali Provincial Tourism Office, 2015).
This study uses a qualitative research design, namely content analysis (Neuman, 2013: 57), to find out how BPW improves the image of Bali's tourism destinations. This study analyzes the visual content and keywords used by Japanese BPW in Bali in promoting Bali as a cultural, natural and combined tourism destination. Brochures or promotional media analyzed are brochures uploaded to internet (line) and non-online media. While the results of filling out the questionnaire by tourists were analyzed using quantitative analysis, namely factor analysis.

Keywords: Content analysis, roles, travel agents, image of tourism destinations, Bali.