Tourism Management of Pandawa Beach Tourism Destination in Bali: Increasing Tourist Satisfaction and Loyalty

Tourism sector contributed a large amount of Bali’s Province Regional Income so that Bali Government always find and develop new tourism destination. Recently one of new tourism destination that well known in Bali is Pandawa Beach. A long ago, Pandawa beach located at South Bali was a centre of seaweed cultivation. This beach was developed inclusively being a new tourism destination. This study aims to build a proper marketing strategy for Pandawa Beach in order to increase tourist satisfaction and loyalty and also preserve the sustainability of its biodiversity. Data was analyzed by SEM and PLS Method. The results showed that the attraction of Pandawa Beach, biophysical quality and service quality have a positive and significant impact on tourist satisfaction and loyalty. So that, Pandawa Beach management have to focus on conserving the attraction, preserving its biodiversity, and providing high quality of service The implication of this study is that the head of traditional village as the manager of Pandawa Beach needs to improve its management strategy by maintaining tourist attraction, sustaining the Pandawa coastal environment, and enhancing the service quality to tourists visiting Pandawa Beach.