Contact Us

Jalan Kecak, No. 12, Gatot Subroto Timur - Bali
Phone: +62 361 - 426699
Fax: +62 361 - 426700
Journal Manager Whatsapp: +62 852 2767 9500
Email: [email protected]

* Sorry for not offering email form due to massive spam issue


Putu Ratih Pertiwi, Agung Sri Sulistyawati


This paper attempts to identify the factors that influence foreign tourists to choose accommodations in Mas Village – an artistic heritage village in Ubud, Bali. As the accommodations are in the village, tourists’ motive in choosing accommodation may be different from accommodations in the big cities. The research took place in Mas Village, considering this village has been experiencing a big spike in the growth of tourists accommodation, while based on the data of 2012 until 2017 – the 87 percents of the tourists who visit this village are foreign tourists. It is known that Mas Village is one of villages in Bali fundamentally identified as an artistic countryside by focusing in artistic of wood carving since 1930s. Primary data is collected from the foreign tourists as respondents who stay in accommodations in Mas Village during June 2019, then the data is analysed using Factor analysis. The result of the factor analysis shows that location emerges as the key factor that influences tourists in choosing accommodation among three others factors. Additionally, an interesting finding from the study is how local touch and security form as one factor. By understanding the influence factors, those accommodations in Mas Village will be able to develop marketing strategies that appeal to this segment of tourists and create meaningful points of differences. However, as this research is focusing in foreign tourists, the future studies concerning how domestic tourists choose their accommodation in Mas Village is highly expected, in order to compare with foreign tourists’ perspective in this research.


Factors of Influence; Accommodation; Factor Analysis; Ubud

Full Text:



Adam, I., & Amuquandoh, F. E. (2013). Dimensions of hotel location in the Kumasi Metropolis, Ghana. Tourism Management Perspectives, 8, 1–8.

Adomaitienė, R., & Seyidov, J. (2017). Factors Influencing Local Tourists’ Decision-making on Choosing a Destination: a Case of Azerbaijan. Ekonomika, 95, 112.

Akyeampong, O. A. (2007). Tourism in Ghana: The accommodation sub-sector. Janel Publications.

Ardhana, I. K. (2018). Western Influences in The Bali Tourism Industry. 161–170.

Baruca, P. Z., & Civre, Z. (2012). How do guests choose a hotel. Academica Turistica, 5(1), 75–84.

Bojanic, D. C. (1996). Consumer perceptions of price, value and satisfaction in the hotel industry: An exploratory study. Journal of Hospitality & Leisure Marketing, 4(1), 5–22.

Chou, T.-Y., Hsu, C.-L., & Chen, M.-C. (2007). A fuzzy multi-criteria decision model for international tourist hotels location selection. International Journal of Hospitality Management, 27(2), 293–301.

Chu, R. K. S., & Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers. Tourism Management, 21(4), 363–377.

Decree of the Regent of Gianyar No. 429/E-02/HK/2017 concerning the establishment of a Tourism Village (Desa Wisata) in the Regency of Gianyar, (2017).

Dei Mensah, R., & Mensah, I. (2013). Management of tourism and hospitality services (2nd ed.). Edsam Press.

Gunasekaran, N., & Anandkumar, V. (2012). Factors of influence in choosing alternative accommodation: A study with reference to Pondicherry, a coastal heritage town. Procedia-Social and Behavioral Sciences, 62, 1127–1132.

Heide, M., & GrØnhaug, K. (2006). Atmosphere: Conceptual issues and implications for hospitality management. Scandinavian Journal of Hospitality and Tourism, 6(4), 271–286.

Jenkins, L. D., & Romanos, M. (2014). The art of tourism-driven development: economic and artistic well-being of artists in three Balinese communities. Journal of Tourism and Cultural Change, 12(4), 293–306.

Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran (13th ed., Vol. 1). Macana Jaya Cemerlang.

Luekveerawattana, R. (2018). Key factors affecting of tourists’ decisions to stay at environmental friendly hotels. Polish Journal of Management Studies, 17.

Malhotra, N. K., & Dash, S. (2005). Marketing research: An applied orientation. Pearson/Prentice Hall.

Narottama, N. (2016). International Diaspora and Tourism : Recent Development of European Diaspora in Ubud. International Tourism Conference: Promoying Cultural and Heritage Tourism.

Nutsugbodo, R. Y. (2016). Tourist Accommodation. In O. Akyeampong (Ed.), Tourism development in Ghana’s Brong-Ahafo Region: Demand and supply dynamics (pp. 73–88). Xtrym Consortium.

Poudel, S. (2013). The influence of the accommodation sector on tourism development and its sustainability: Case Study: Strand Camping, Larsmo. Centria ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu).

Act No. 10 of 2009 Concerning Tourism, (2009).

Simarmata, J., Yuliantini, Y., & Keke, Y. (2017). The Influence of Travel Agent, Infrastructure and Accommodation on Tourist Satisfaction. International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2016).

Suwantada, K. (2016). Factors Affecting to Tourists in Choosing Accommodation in Buriram Province. RMUTL Journal of Business Administration and Liberal Arts, 4(2), 1–9.

Tourism Office of Gianyar Regency, Indonesia, 2018. (n.d.).

Vickers, A. (2019). Creating heritage in Ubud, Bali. Wacana, 20(2), 250–265.

Yang, C. H. (2004). Identifying and Testing the Decision Making Factors Related to’Key Industries’ Choice of Location. Griffith University.

Cited by:



  • There are currently no refbacks.

License URL:

Visited Number: Web
Analytics JBHOST Stats