The Marketing Strategy of Tourist Destination: Increasing Tourist Satisfaction and Loyalty, Influence Tourist Atraction, Sustainability of Coastal Biodiversity and Service Quality in Pandawa Beach, South Kuta, Bali

Pandawa Beach has been developed as a tourist destination in Bali. 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. The results show that as a tourist destination, Pandawa Beach eco-tourism, biophysical quality, and service quality significantly gave positive influence to tourist satisfaction and loyalty.