A STUDY OF CHINESE AND EUROPEAN TOURISTS IN BALI: DESTINATION QUALITY, SATISFACTION, AND LOYALTY

The purpose of this study is to analyze the behavior of tourists from China and Europe (specifically the UK, France, and Germany), particularly regarding their perceptions of destination quality, satisfaction, and loyalty to Bali. Research Method:
This research approach is explanatory research, which provides explanations of causal relationships between variables through hypothesis testing and explanation. The population in this study was foreign tourists from China and Europe (UK, France, and Germany), with a sample size of 200, 100 from China and 100 from Europe, respectively. The study was conducted in Bali at three tourist attractions: Tanah Lot, Uluwatu, and Nusa Penida.
Data collection used a questionnaire administered to tourists currently visiting Bali and those who had visited Bali. Due to the COVID-19 pandemic, questionnaires were also administered to tourists who had visited Bali but were not currently in Bali using a Google Form. The variables to be analyzed are destination quality, tourist satisfaction, and loyalty. Data analysis uses descriptive and inferential statistics. The statistical tool used is WarpPLS (Warp-Partial Least Squares). The results of this study are expected to produce a tourist loyalty model.