Harga, Kualitas Pelayanan, dan Kepuasan Wisatawan pada Destinasi Wellness Tourism Titi Batu Ubud
DOI:
https://doi.org/10.55606/jurimbik.v6i2.1955Keywords:
Price, Service Quality, Tourist SatisfactionAbstract
The development of wellness tourism in Ubud has intensified destination competition, making an understanding of the factors that explain tourist satisfaction increasingly important. This study aims to examine the impact of pricing and service quality in wellness tourism on tourist satisfaction at Titi Batu Ubud. The research adopts a quantitative approach using a survey method, with data collected through questionnaires distributed to 112 domestic and international tourists who have experienced the services of Titi Batu Ubud. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results of this study confirm that price has a statistically positive effect on tourist satisfaction, while service quality is also proven to have a positive and significant influence. Furthermore, price and service quality simultaneously demonstrate a statistically positive relationship with tourist satisfaction. These findings indicate that price fairness in relation to the benefits received, along with high-quality service, are key components in creating tourist satisfaction. The implications of this research are expected to serve as a basis for the management of Titi Batu Ubud in formulating pricing strategies and enhancing service quality to promote higher levels of satisfaction and strengthen the competitiveness of wellness tourism destinations.
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