Analisis Faktor-Faktor Bauran Pemasaran Pariwisata Pulau Bali Bagi Wisatawan Asing Menggunakan Metode Analytical Hierarchy Process (AHP)

Nugraha, I Dewa Made Agung Kertha (2014) Analisis Faktor-Faktor Bauran Pemasaran Pariwisata Pulau Bali Bagi Wisatawan Asing Menggunakan Metode Analytical Hierarchy Process (AHP). S1 thesis, STIE Indonesia Banking School.

[img]
Preview
Text (Naskah Lengkap)
I Made Dewa 200911034.pdf

Download (2MB) | Preview
[img]
Preview
Text (Naskah Ringkas)
I Made Dewa 200911034.pdf-2.pdf

Download (922kB) | Preview
Official URL: http://lib.ibs.ac.id/index.php?p=show_detail&id=20...

Abstract

Purpose–For the past decade, cultural resources and tourism have become inextricably linked throughout the world especially in developing countries. This study aims at determining the factors of Bali tourism marketing mix priority for foreign tourist. Design/methodology/approach–The research applied quantitative method and employed an Analytical Hierarchy Process (AHP) for examining the dominant factorsbased on data collected from 97 foreign tourists who fulfilled the questionnaires. Findings–The findings of the study reveal thatmarketing mix factors that has the highest value from foreign tourist about Bali tourism is the price factor with a weight of 0.200 followed by product factor (0,160), promotion factor (0,159), people (0,134), physical evidence (0,123), process (0,166), and the last position is place factor which has a weight of (0,107). Keywords: marketing mix, tourism, tourist, factor analysis, analytical hierarchy process.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Ms Dyta Medina
Date Deposited: 08 Aug 2020 04:48
Last Modified: 03 Sep 2020 07:44
URI: http://repository.ibs.ac.id/id/eprint/698

Actions (login required)

View Item View Item