Abstract
Objective: The study aims to identify the significant factors influencing tourists' decisions to select online transportation modes to tourist destinations in Bali, Indonesia. It focuses on understanding the attributes that affect this choice and how they can improve the transportation services in the region. Theoretical Framework: The theoretical framework integrates various theories related to consumer behavior and decision-making processes. It considers factors like service quality, price, convenience, and safety, drawing from established models like the Theory of Planned Behavior to analyze tourists' transportation mode selection. Method: The research employed a quantitative approach, utilizing a questionnaire distributed to 384 tourists in Bali who have used online transportation. Data were analyzed using multiple regression analysis to examine the relationship between independent variables (service quality, price, convenience, safety) and the dependent variable (the selection of online transportation modes). Results and Conclusion: The study found that all the proposed factors (service quality, price, convenience, safety) significantly influence tourists' decisions to select online transportation modes in Bali. It concludes that enhancing these factors can lead to a higher preference for online transportation among tourists, benefiting both service providers and users. Implications of the Research: The findings have practical implications for online transportation providers, suggesting that improvements in service quality, competitive pricing, convenience, and safety can increase their market share. It also provides insights for policymakers on how to regulate and support the online transportation sector to improve tourist experiences in Bali. Originality/Value: This research contributes to the existing literature by specifically focusing on the online transportation mode selection among tourists in Bali, a context not extensively covered in previous studies. It offers empirical evidence on the factors affecting tourists' transportation choices, adding value to the field of transportation and tourism research.
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