Analysis of Tourists’ Interest in Visiting Destinations Around Ubud, Bali, Through Perceptions of Overtourism, Preferences for Alternative Destinations, and the Search for Authentic Experiences
DOI:
https://doi.org/10.58812/wsshs.v4i05.2884Keywords:
Overtourism, Alternative Destinations, Authentic Experience, Tourist Visiting Interest, Sustainable TourismAbstract
This study aims to analyze tourists’ interest in visiting destinations around Ubud through perceptions of overtourism, preferences for alternative destinations, and the search for authentic experiences. The increasing concentration of tourists in major tourism destinations has generated various issues related to overcrowding, environmental pressure, and declining travel comfort, encouraging tourists to seek alternative tourism experiences outside mainstream destinations. This research employed a quantitative approach using a survey method involving 250 respondents consisting of domestic and international tourists who had visited or planned to visit destinations around Ubud, Bali. Data were collected through questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3). The findings indicate that overtourism perception significantly influences tourists’ preference for alternative destinations and authentic experience seeking. Furthermore, preference for alternative destinations and authentic experience seeking were found to positively and significantly affect tourists’ visiting interest. The results suggest that tourists increasingly prefer destinations that offer lower crowd density, environmental comfort, cultural immersion, and meaningful tourism experiences. This study contributes to sustainable tourism literature by explaining the behavioral transformation of tourists in response to overtourism conditions in popular tourism destinations. The findings also provide practical implications for tourism destination managers and policymakers in developing sustainable tourism strategies through destination diversification and preservation of authentic local experiences in Bali tourism.
References
[1] E. O. Amoakoh, C. Chipunza, and E. I. Iwuchukwu, “A theoretical analysis on the impact of relationship marketing practices on customer retention: A case of transformed small grocery retail shops in Mangaung Municipality area in South Africa,” 2019.
[2] A. Georgescu, S. Avasilcai, and M. K. Peter, “Digital Innovation Hubs—The present future of collaborative research, business and marketing development opportunities,” Mark. Smart Technol. …, 2021, doi: 10.1007/978-981-33-4183-8_29.
[3] N. P. R. Sari, I. K. G. Bendesa, and M. Antara, “The influence of quality of work life on employees’ performance with job satisfaction and work motivation as intervening variables in star-rated hotels in Ubud tourism area of Bali,” J. Tour. Hosp. Manag., vol. 7, no. 1, pp. 74–83, 2019.
[4] L. W. Siew, L. W. Hoe, and C. J. Wai, “Optimization on the Financial Management of Banks with Two-Stage Goal Programming Model,” … Sci. Technol. 7th ICCST 2020 …, 2021, doi: 10.1007/978-981-33-4069-5_11.
[5] F. Bellaubi, J. M. Mallarach, and R. Sardá, “A geoethical approach to unlock a social-ecological governance problem: The case of the tordera river (Catalonia, Spain),” Sustain., vol. 13, no. 8, 2021, doi: 10.3390/su13084253.
[6] B. Milanez and J. A. P. de Oliveira, “Innovation for sustainable development in artisanal mining: Advances in a cluster of opal mining in Brazil,” Resour. Policy, 2013.
[7] D. M. H. Kee et al., “Sustainability in the food and beverage industry: A comparative study of Malaysia, India, and Indonesia,” Int. J. Tour. Hosp. Asian Pacific, vol. 6, no. 3, pp. 1–17, 2023.
[8] M. Fadli, A. Liemanto, and Z. Arifien, “Re-actualising the potential of temples in Greater Malang as a new tourist attraction in Indonesia: The need to transform regulations into digitalised and integrated management,” Geoj. Tour. Geosites, vol. 25, no. 2, pp. 474–484, 2018, doi: 10.30892/gtg.25216-374.
[9] R. Annisa, I. Surjandari, and Zulkarnain, “Opinion mining on mandalika hotel reviews using latent dirichlet allocation,” Procedia Comput. Sci., vol. 161, pp. 739–746, 2019, doi: 10.1016/j.procs.2019.11.178.
[10] E. Salim, H. Ali, and Y. Yulasmi, “Visiting Decision Model: Products, Prices, and Digital Marketing Through Consumer Satisfaction Visiting Decision in Tourism in Solok Regency,” Int. J. Soc. Sci. Bus., vol. 7, no. 2, pp. 313–325, 2023.
[11] N. P. A. L. Dewi, “Pengaruh media sosial terhadap minat berkunjung wisatawan ke daya tarik wisata sukawana sunrise: The effect of social media on the interest of tourists visiting the attraction of sunrise variety tourism,” J. Ilm. Pariwisata dan Bisnis, vol. 1, no. 2, pp. 276–285, 2022.
[12] L. F. Amalia and P. G. S. Miranti, “ANALYSIS OF THE EFFECT TOURISM SECTOR AND OPEN UNEMPLOYMENT ON ECONOMIC GROWTH IN BALI PROVINCE,” J. Stat. Univ. Muhammadiyah Semarang, vol. 11, no. 1, pp. 34–44, 2023.
[13] A. A. Fahmy, W. Wiyadi, M. Isa, and Z. Irawati, “The Influence of Brand Image and Price Perceptions on Purchasing Decisions Mediated by Consumer Buying Interest in Levi Strauss & Co,” Brill. Int. J. Manag. Tour., vol. 4, no. 1, pp. 117–136, 2024.
[14] H. Sezerel and D. Karagoz, “The Challenges of Sustainable Tourism Development in Special Environmental Protected Areas: Local Resident Perceptions in Datça-Bozburun,” Sustainability, vol. 15, no. 4, p. 3364, 2023.
[15] X. Li and C. Wang, “Understanding the relationship between tourists’ perceptions of the authenticity of traditional village cultural landscapes and behavioural intentions, mediated by memorable tourism experiences and place attachment,” Asia Pacific J. Tour. Res., vol. 28, no. 3, pp. 254–273, 2023.
[16] J. S.-S. Lin, H. H. S. Lai, and H. Y. Chen, “The Study of the Relationshipbetween Store Green Practices and Consumer’s Perception of Sustainability Brand Image toward Coffee Store,” Am. J. Tour. Manag., vol. 4, no. 2, pp. 35–39, 2015.
[17] P. R. Stone, “A dark tourism spectrum: Towards a typology of death and macabre related tourist sites, attractions and exhibitions,” Tourism, vol. 54, no. 2, pp. 145–160, 2006.
[18] S. R. Safaeva, D. A. Ishankhodjaeva, N. A. Juraeva, and O. E. Matyunina, “Economic and legal aspects of tourism regulation in the new economy: International practice,” J. Environ. Manag. Tour., vol. 10, no. 2, pp. 459–463, Mar. 2019, doi: 10.14505/jemt.v10.2(34).24.
[19] M. A. A. Salahuddin, I. S. Rohayani, and D. A. Candri, “Species diversity of birds as bioindicators for mangroves damage at Special Economic Zones (SEZ) Mandalika in Central of Lombok, Indonesia,” IOP Conf. Ser. Earth Environ. Sci., vol. 913, no. 1, 2021, doi: 10.1088/1755-1315/913/1/012058.
[20] Y. D. Rahmawati and R. Hurriyati, “How to Promote the Geopark Ciletuh-Palabuhanratu as A Tourist Destination Area,” in 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), Atlantis Press, 2021, pp. 362–366.
[21] A. N. Putra, H. Hendra, R. A. Wahyuningputri, F. Levyta, W. Arafah, and N. Nurbaeti, “The role of stakeholders in creating memorable tourist experience in Benteng Heritage Museum, Tangerang,” J. Tour. Culin. Entrep., vol. 2, no. 1, pp. 54–68, 2022.
[22] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” Eur. Bus. Rev., vol. 31, no. 1, pp. 2–24, 2019, doi: https://doi.org/10.1108/EBR-11-2018-0203.
[23] D. Mahendra, “The Impact of Tourism on the Preservation and Transformation of Cultural Identity in Bali, Indonesia,” Stud. Soc. Sci. Humanit., vol. 3, no. 6, pp. 34–41, 2024.
[24] I. P. A. Sanjaya, I. W. W. Astara, and L. P. Sudini, “ENFORCEMENT OF REGIONAL REGULATION NUMBER 5 OF 2020 CONCERNING STANDARDS FOR THE IMPLEMENTATION OF BALINESE CULTURAL TOURISM (CASE STUDY OF ILLEGAL TOUR GUIDES IN THE TANJUNG BENOA REGION, SOUTH KUTA DISTRICT, BADUNG REGENCY),” NOTARIIL J. Kenotariatan, vol. 8, no. 1, pp. 44–50, 2023.
[25] I. K. A. Ariyadi and N. P. N. E. Lestari, “Implementation of Digital Marketing Strategy for the Development of Spiritual Tourism in Bali Province,” Kontigensi J. Ilm. Manaj., vol. 12, no. 1, pp. 471–476, 2024.
[26] S. A. Sufa, D. Setiawati, M. N. Afiat, and S. Rijal, “The influence of tourism infrastructure and online promotion of tourist visit intention: Study on the Island of Bali with tourist satisfaction as an intervening variable,” Int. J. Business, Law, Educ., vol. 5, no. 2, pp. 1567–1576, 2024.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Paramita Andiani, Alifah Lettiane Virainy Lubis, Ilham Akbar Bunyamin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
westscience.journals@gmail.com