Thesis by Project Wine Tourism at PT Hatten Bali: A New Tourist Attraction in Bali

Widyawati, Ni Nyoman Kerta and Ernawati, Ni Made and Mudana, I Gede (2022) Thesis by Project Wine Tourism at PT Hatten Bali: A New Tourist Attraction in Bali. Masters thesis, Politeknik Negeri Bali.

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Abstract

Purpose: This is a thesis by project, the purpose of the study is to create a model of wine tourism in Bali to diversify the tourist attraction in Bali, by devising the facilities and infrastructure of PT Hatten Bali as project components which consisting of a vineyard, a winery, and the cellardoor; as well as integrating the relevant components which include networking related to the project, marketing tools and the wines produced. Research methods: The study is started with a project of developing wine tourism as tourist attraction in Bali. In the development of the tour packages, the theory of new product development was used as a guidance to develop the tourist attraction product as wine tourism packages. The packages are designed to holistically satisfy all sensory dimensions to gain tourist satisfaction through the activities. Servqual method was used to assist in assessing the quality of the tourist experience and the expectation of the wine tourism packages, in addition Important Performance Analysis is proven to be a useful tool in examining customer satisfaction, therefore, proposes recommendation and strategies for PT Hatten Bali Management. Results and discussion: The combination of PT Hatten Bali infrastructure with the activities trigger the human senses to deliver quality tourist experience; The project outputs offer new activities and become a new tourist attraction in Bali. The quality analysis of the tourist attraction packages using Serqual by means of the respective dimensions showed a significant consistency that tourists’ perception is higher than the expectation. A similar result of the Important Performance Analysis is indicated, with area of improvement identified includes: the dimension of empathy as the attentiveness of the staff, and particularly with the time arrangement of the program that needs to be synchronized for a better tourism experience. Implication: Based on that description the model of the wine tourism project could be duplicated in the terms of any product that has the cycle from land to the table, have the infrastructure ready to receive tourists and create activities that include the senses to the activities. Referring to similar businesses in Bali this model could be replicated in for a similar venture for chocolate production companies, other beverages companies such as brewery, arak, food factory and many other businesses.

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