PERCEPTION OF EUROPEAN TOURIST TOWARD BALI AS TOURISM DESTINATION

Abstract

This research aimed to determine main attractor factors of Bali tourism and pre­do­minantly factors that determine the European travel to Bali. It was designed by using research sur­vey that in­volving 167 European tourist selected purposively. Con­fir­ma­to­ry factor analysis techniques were used to analyse a wide range of variables Balinese charm. The re­sults showed the main attractor factors of Bali tourism are (1) Immigration, security of destin­ation, and travel agencies, (2) The prices, the accommodation, food and transportation, (3) The history, cul­ture, and na­tural beauty. While the most dominant factor in de­ter­mi­ning European tourists travelled to Bali were immi­gra­tion, security of destination, and travel agencies. The findings also indicated that the images of Bali tourism are the destination's history, culture, and na­ture. These three variables were in accordance with ex­pectations of Euro­pean tourists who have been known as travellers who like the interested on history, culture, and the beauty of the scenery.