Factor analysis of international tourists' experience quality in visiting Ubud as a tourism destination

Authors

  • Hanugerah Kristiono Liestiandre Politeknik Pariwisata Bali Author https://orcid.org/0000-0003-2379-0378 (unauthenticated)
  • Intan Elma Agustina Silitonga Politeknik Pariwisata Bali Author
  • Komang Triana Wulandari Politeknik Pariwisata Bali Author
  • Damar Adithya Wirawan Bali Tourism Polytechnic Author
  • I Kadek Satria Dharma Putra Politeknik Pariwisata Bali Author

DOI:

https://doi.org/10.17509/jithor.v8i2.77286

Keywords:

Exploratory Factor Analysis, international tourists, Quality of Visitor Experience, Ubud

Abstract

This study examines the Quality of Visitor Experience (QoVE) and the segmentation of international visitors to Ubud, Bali. Understanding visitor preferences and the quality of their experiences is essential for identifying market demands, improving tourist satisfaction, and supporting sustainable tourism development. The primary objective of this research is to identify key factors influencing QoVE among repeat international visitors to Ubud. A total of 260 international tourists who had visited Ubud at least twice participated in the study by completing a structured questionnaire. The data were analyzed using Exploratory Factor Analysis (EFA) to uncover underlying dimensions of their travel experiences. The findings revealed three distinct visitor segments based on their preferences: those who prioritize accessibility, those who enjoy crowded, and those seeking holistic enjoyment that includes cultural, natural, and emotional aspects. These insights offer valuable guidance for destination managers in Ubud to improve visitor management strategies. In particular, the results can support the development of targeted marketing campaigns and customized tourism products that enhance visitor satisfaction while preserving Ubud’s cultural identity and environmental sustainability.

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Published

2025-10-30

Issue

Vol. 8 No. 2 (2025): October

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Articles

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Copyright (c) 2025 Hanugerah Kristiono Lestiandre, Damar Adithya Wirawan, Triana Wulandari, Satria Dharma Putra, Intan Elma Agustina

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