BALI WEDDING TOURISM HOTEL BRAND MARKETING

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 2 perspective of tourists, and finds the breakthrough of brand marketing in a targeted manner, which has certain practical guidance.