Abstract:
Purpose – This research refers to examine the influences of the preferences of
tourists for wedding hotels and the marketing of Bali hotel brands, and how to
improve Bali's wedding tourism and hotels.
Design/methodology/approach – Tourists who travel to Bali for a wedding tour as
a survey object. It was surveyed to test the model. Structural equation model which
is used to do the data analysis of statistical software which includes the valid &
reliability testing and hypotheses testing. Investigate the marketing of hotel brands
through data literature.
Findings – The finding shows that Bali wedding tourism tourists have a certain
income, culture and consumption level. The price of wedding tourism in Bali is
high and the quality of service is lacking. Hotel promotion and marketing strategies
are insufficient.
Originality/value – In order to realize the development of Bali wedding tourism,
raise the popularity, also increase the number of Chinese tourists. This research
analyzes the tourists' preference for wedding tourism and hotels from the
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perspective of tourists, and finds the breakthrough of brand marketing in a targeted
manner, which has certain practical guidance.
