ANALYSIS OF CHANGES IN TOURIST BEHAVIOR IN TRAVELING IN THE DIGITAL ERA ON THE ISLAND OF BALI

Abstrak

This research aims to analyze the changing behavior of tourists in traveling to Bali in the digital era. The rapid development of information and communication technology has significantly influenced how tourists search for information, make decisions, and experience their travels. Bali, as a world-class tourism destination, provides a compelling case study to explore how digitalization shapes travel trends and tourist preferences. This study employed a qualitative descriptive method, collecting data through in-depth interviews with domestic and international tourists, field observations, and literature review. Thematic analysis was used to identify patterns of behavioral changes among tourists visiting Bali. The findings reveal that social media has become the primary source of inspiration for tourists when choosing destinations, while online reviews play a crucial role in building trust in tourism attractions. Moreover, Online Travel Agents (OTAs) have transformed travel planning by offering easy access to information, price comparisons, and complete travel packages. In terms of travel preferences, tourists are drawn to three major attractions in Bali: wellness & healing tourism, nature-based tourism, and cultural tourism. These categories reflect the growing demand for authentic experiences, sustainability, and a balance between leisure, recovery, and cultural engagement. The study concludes that Bali has successfully adapted to digital opportunities to strengthen its tourism appeal. Recommendations highlight the importance of adopting digital-based promotion strategies, developing sustainable tourism products, and empowering local communities to preserve Bali’s cultural identity while staying relevant to global tourist behavior trends.