ANALISIS PERSEPSI WISATAWAN MELALUI ONLINE REVIEW DI DESTINASI ULUN DANU BERATAN

Abstract

This study aims to analyze tourists' perceptions of the Ulun Danu Beratan Tourist Attraction based on reviews posted on Google Reviews. A descriptive qualitative approach with text-based content analysis was employed to examine 234 tourist reviews using NVivo software. The findings reveal that tourists' perceptions were predominantly positive, with 185 reviews (79.06%) classified as positive, followed by 41 neutral reviews (17.52%) and 8 negative reviews (3.42%). Positive sentiment was mainly influenced by the scenic landscape, the uniqueness of Ulun Danu Beratan Temple, the cool atmosphere, cleanliness, and adequate facilities. Meanwhile, negative sentiment was generally associated with entrance fees, visitor congestion, parking and other facility concerns, and the commercialization of the tourist area. Overall, the findings indicate that Ulun Danu Beratan has a strong positive destination image, while neutral and negative reviews provide useful information for destination evaluation. The results are expected to serve as input for improving destination management and tourism services.

Keywords:

Tourist perception, Google Reviews, Sentiment Analysis, NVivo, Ulun Danu Beratan.