Location and Price Dynamics Impact on Purchase Intentions: A Case of Bali

Abstract

Purpose of the Study: This study's primary objective is to explore the influence of location and pricing on tourists' accommodation purchase intentions in Bali. By doing so, it seeks to shed light on the key factors that shape tourists' decisions when selecting accommodations in this popular tourist destination. Methodology: The research methodology employed in this study encompasses Multiple Linear Regression, the Coefficient of Determination, t-tests, and F-tests, all executed using the statistical software SPSS. A total of 103 respondents were targeted, resulting in 100 eligible respondents who met the criteria. Data collection was conducted using Google Forms, from August 1st to October 1st, 2023. Main Findings: The primary findings of this research indicate that both location and pricing have a substantial and positive impact on tourists' purchase intentions in Bali. This suggests that tourists are significantly influenced by these factors when making decisions about where to stay during their visit. Applications of the Study: The insights generated by this study have practical applications in various fields, including tourism management, marketing strategies, and the hospitality industry. Stakeholders in Bali's tourism sector can leverage this information to make informed decisions about location selection and pricing strategies to attract more visitors. Novelty/Originality of the Study: What sets this study apart is its focus on the specific context of Bali and its exploration of the interplay between location, pricing, and purchase intentions. This research contributes to perspectives and valuable knowledge to the existing body of literature in the field, offering practical implications for both academia and the tourism industry.