MERANCANG MODEL STRATEGI PEMASARAN HOTEL BERBASIS PREFERENSI WISATAWAN BERDASARKAN LOKASI YANG BERBEDA, STUDI KASUS: HOTEL DI JALAN RAYA KUTA DAN PANTAI KUTA BALI

Dedy Sumardi; Made Arya Astina; Putu Devi Rosalina

doi:10.47492/jrt.v6i1.4162

Dedy Sumardi Institut Pariwisata dan Bisnis Internasional (IPBI), Bali
Made Arya Astina Institut Pariwisata dan Bisnis Internasional (IPBI), Bali
Putu Devi Rosalina Institut Pariwisata dan Bisnis Internasional (IPBI), Bali

DOI: https://doi.org/10.47492/jrt.v6i1.4162

Keywords: Tourist,Preferences, Behavioral Intention, Hotel Marketing Strategy, Location, SEM-PLS.

Abstract

This research is a case study related to tourist preference-based marketing. This research aims to design a preference-based hotel marketing strategy model for hotel selection in the Kuta area, Bali, by comparing hotels on Jalan Raya Kuta and Kuta Beach, using a survey-based explanatory quantitative method and Structural Equation Modeling with Partial Least Squares (SEM-PLS) analysis. This research provides benefits for hotel managers to adjust marketing strategies according to location characteristics, thereby increasing competitiveness by emphasizing accessibility and urban activities on Jalan Raya Kuta as well as the relaxed atmosphere and panoramic beach views at Kuta Beach. The results show that tourist preferences significantly affect hotel choice, with behavioral intention emerging as the dominant variable, supported by R-square values of 0.820 for behavioral intention and 0.828 for hotel choice, indicating high explanatory power. Hypothesis testing revealed that H1 and H2 were rejected (perceived value and attitude had no significant effect on behavioral intention), H3 was accepted (behavioral intention significantly influenced hotel choice, t-statistic 11.174; p-value 0.000), H4 and H5 were rejected (attitude did not mediate relationships among variables), and H6 was accepted (location moderated the influence of behavioral intention on hotel choice, t-statistic 2.112; p-value 0.035). More specifically, hotels in Pantai Kuta strengthen tourists’ behavioral intention due to proximity to main attractions, leisure ambiance, and emotional experiences, making experience-based marketing more relevant, while hotels on Jalan Raya Kuta are preferred by tourists seeking accessibility, competitive pricing, and closeness to shopping centers and transportation, making value-based marketing more effective. These findings highlight that differences in location characteristics determine the relevance of marketing strategies, with location acting as a significant moderator that reinforces the relationship between tourist behavioral intention and hotel choice.

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