Consumer References in Choosing a Wedding Venue Case Study on Glow Wedding and Event Planner

Bali is a wedding destination that is in demand by domestic and foreign tourists. The growth of the wedding organizer industry in Bali is increasing along with the high demand for weddings, one of the roles of wedding organizers is in choosing a venue. This study aims to identify factors that influence consumer preferences in choosing a wedding venue, on Glow Wedding and Event Planner consumers. Quantitative methods with conjoint analysis were used, through questionnaires on 96 couples. The results of the analysis show that domestic consumers tend to choose hotels and resorts near tourist attractions, prices below IDR 100 million, capacities of 100-500 pax, cliff and sea views, and positive reviews. Foreign consumers prefer villas around the city, prices below IDR 100 million, capacities of more than 500 pax, cliff and sea views, and recommendations from friends and family.