TIRTA EMPUL TOURISM ATTRACTION: A MIRROR OF CULTURAL TOURISM QUALITY IN BALI

Abstract The type of tourism developed in Bali is cultural tourism inspired by Hindu religious values and the Tri Hita Karana philosophy that develops synergistically, harmoniously and sustainably to provide welfare to the community, cultural and environmental sustainability. Bali as a tourism destination is starting to face the reverse impact of tourism with the declining quality of tourism products seen from the lower length of stay of tourists, less tourist spending, urbanization, congestion, garbage, and security disturbances. This study aims to analyze the level of quality of tourism destinations, especially cultural tourism attractions. Respondents 100 people were selected by the Accidental Sampling technique. Data were collected by means of observation, interviews, questionnaires, and documentation studies, then analyzed by qualitative descriptive and importance performance analysis. The research finding is that the attraction of cultural tourism in Bali affects the characteristics of tourists who visit with the products and tourism activities offered. The level of performance and level of importance on cultural tourism attractions in Bali has the highest value on hospitality and value for money. This is reflected in the characteristics of the Bali destination, which is famous for the friendliness of the community and service providers in general. Bali is also chosen by tourists because it has a unique culture, beautiful nature, and cheap tourist product prices. The combination of these causes Bali as a tourist destination favored by tourists. Bali in the future must improve the quality of tourism products, especially cultural tourism attractions to increase tourist satisfaction and loyalty