Do Women Traveller’s Preferences has Impact Toward Purchasing Intention and Choosing to Stay at Sustainable Green Accommodation in Karangasem Regency?

Abstract

The increasing number of tourists and awareness of eco-friendly hotels has prompted research analyzing women traveller' preferences for choosing to purchase and stay at eco-friendly and sustainable hotels in Karangasem Regency. This study employs a descriptive research method with a quantitative approach involving 100 women traveller who stayed at green and sustainable accommdation in Karangasem Regency. Data collection techniques included questionnaires, observation, interviews, and documentation studies. Data analysis was conducted using SPSS to test the validity and reliability of the data. Factor Analysis, utilizing the Kaiser Meyer-Olkin Measure of Sampling Adequacy, was used to test the significance of each attribute factor.