Tourist Perceptions on Destination Attributes and Service Quality of Tourism Accommodation in the Ubud Tourism Area

Abstract

This study will examine tourists' perceptions of tourist destination attributes and the quality of tourist accommodation services in the Ubud Tourism Area. This research used descriptive statistical analysis with a sample size of 140 respondents, namely tourists staying in accommodation in the Ubud Tourism Area, and samples were taken by accidental sampling. The results of the analysis show that destination attributes have an interrelated relationship with the quality of tourist accommodation services in the Ubud Tourism Area. An attractive and satisfying destination can help improve the image and perception of service in the area, and conversely, good service can improve the guest experience at the destination. This study is expected to be able to provide recommendations related to the stakeholders of the Ubud Tourism Area with the hope that it is necessary to provide easy access to Ubud tourist destinations such as the availability of roads, transportation and as much as possible provide a sense of comfort and pleasure so that tourists feel welcome and get good service at the Ubud tourist destination.