Factors Influencing International Tourists' Decision to Stay at Accommodations in Mas Village, Ubud, Bali

This study examines factors influencing foreign tourists in choosing accommodations in Mas Village, an artistic heritage village in Ubud, Bali. Unlike urban areas, village-based accommodations may be shaped by distinct motivations. Mas Village, renowned for its wood-carving tradition since the 1930s, has experienced rapid growth in accommodations, with 87% of its 2012–2017 visitors being foreign tourists.

Survey data from June 2019 were analyzed using factor analysis, identifying four influencing factors. Location emerged as the most significant determinant, while a novel finding revealed that cultural distinctiveness and security combine into a single factor influencing tourist choices.

This research contributes by highlighting how intertwined cultural and safety considerations uniquely shape tourist decision-making, offering new insights for both theory and accommodation marketing practices.

Keywords: Tourist decision-making, Accommodation choice, Cultural distinctiveness, Tourist safety, Mas Village-Ubud, Sustainable tourism