Abstract: The South Bali region as a tourist destination is growing very rapidly. This development is always followed by the provision of various facilities, one of which is a shopping center. This is certainly a phenomenon among the natural attractions offered by the South Bali Region, especially Kuta. In Kuta, Legian and Seminyak areas, there are many categories of shopping places. Starting from traditional markets, luxury boutiques, shopping malls and department stores that specialize in selling Balinese souvenirs.
This research is entitled "The Role of Shopping Tourism in Moderating the Tourist Attraction of Vacation Tourists in Kuta Bali". Aim to see the influence of tourist attraction on vacation tourists 'decisions, the influence of shopping tourism on vacation tourists' decisions, and the influence of shopping tourism on the relationship of tourist attractiveness to the decisions of vacationing tourists in Kuta Bali.
The data were collected by means of purposive sampling, using a questionnaire. The number of respondents in this study were 100 respondents. Data were analyzed using regression analysis tools assisted by the use of SPSS software version 17.0 for windows. The results of the research are the tourist attraction of Kuta which has a positive and significant effect on vacation decisions. Shopping tourism has a positive and significant effect on vacation decisions. The role of shopping tourism moderate tourist attraction towards vacation decisions in Kuta Bali. The research implication can be used as a consideration for related parties in this case, namely the local government, the community, tourists and traders.
Keywords: shopping tourism, tourist attraction, and tourist decisions.
Title: THE ROLE OF SHOPPING TOURISM IN MODERATING THE POWER OF TOURISM TOWARDS DECISIONS OF VACATION TOURISM IN KUTA BALI
Author: Ni Ketut Seminari, I Gusti Agung Ketut Sri Ardani
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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