The Role of E-Commerce in Sustainable Development for Solo Travel: Insights from International Travelers in Bali

Solo travel has gained popularity in recent years. However, only a limited number of studies have been conducted to understand this rapidly growing sector. This research paper examines the impact of nature, safety, culture, social interactions, and superstructure on the satisfaction of travelers who travel alone to Bali. Additionally, it explores how digitalization significantly affects the tourism industry, highlighting the importance of e-commerce platforms in solo travelers' planning and booking processes through online travel agencies, AI-driven recommendation systems, and peer-reviewed content. With increased convenience, security, and personalized booking options, mobile payments and social media enhance the solo travel experience. Data from 276 participants was collected via a self-administered questionnaire administered at various tourist locations, employing judgment sampling. Responses were analyzed using Structural Equation Modeling (SEM). According to the findings, nature, culture, and social interactions significantly impact the satisfaction of individuals traveling alone to Bali. However, safety and superstructure (accommodation, food, and transportation) do not significantly affect the satisfaction of solo travelers. The results add to the existing literature on customer loyalty in tourism and provide insights that the Indonesian tourism industry can utilize. These insights can assist stakeholders in developing effective marketing strategies and promoting long-term engagement sustainability.