Determinants of Tourist Destination Selection in Bali: A Logistic Regression Approach

Abstract

Purpose: The tourism sector is the third-largest foreign exchange earner in Indonesia, with Bali as a major destination that contributes significantly to the regional economy. This study aims to determine the model of tourist interest in choosing a tourist destination in Bali and identify the factors that influence this interest. Methodology: Primary data were collected through questionnaires from domestic and international tourist respondents using a purposive sampling technique. The response variable in this study was tourist interest, which was categorized into natural, cultural, and artificial destinations. However, in practice, only the natural and cultural categories were selected, and therefore, they were analyzed using binary logistic regression. Main Findings: The results show that the education and budget variables significantly influence tourist interest. Tourists with a university education and a budget above 10 million rupiah are more likely to choose cultural destinations than natural destinations. The resulting logistic regression model has a classification accuracy rate of 71.3%, indicating that the model is able to explain the phenomenon of tourist interest well. Implications: These findings are expected to serve as a reference for tourism industry players and the government in developing more segmented destination marketing strategies in Bali.