Model of Foreign Tourists’ Loyalty to Visit Bali


Oleh : Prof. Dr. Ir. I GUSTI AYU OKA SURYAWARDANI, M.Mgt., Ph.D
dibuat pada : 2017
Fakultas/Jurusan : Fakultas Pertanian/Sarjana Agribisnis

Kata Kunci :
loyalty, foreign tourists, sustainable tourism, Bali.

Abstrak :
Abstract Tourism has been a driving force in the economic development of Bali Province in the last two decades. Competition with other tourism destinations in the world, such as Thailand, Malaysia, Singapore and other countries which have similar culture of Bali can not be avoided. Therefore, it is important to understand the factors influencing foreign tourists’ loyalty to visit a tourism destination, as loyalty express revisit. This research aims to identify factors influence foreign tourists’ loyalty to visit Bali including factors forming loyalty and inter-relationship between loyalty and its determining factors. Model of four types of tourism will be analyzed, namely: a) Marine-based tourism, b) Cultural tourism, c) Nature-based tourism, and d) Spa and wellness tourism. To understand such model, Structural Equation Modelling (SEM) was used to examine the tourism model of foreign tourists’ loyalty based on three approaches, namely: a) Consumer Behaviour approach which focused on quality of services and tourists’ satisfaction, b) Problem Solving Dimension which focused on the important of problem-solving to achieve customer satisfaction, and c) Sustainable tourism approach. First year and second year research were undertaken on marine-based tourism, cultural tourism, nature-based tourism and wellness tourism. The first year and second year research’s results showed that: (i) there was a significant relationship between intrinsic motivation and trust of foreign tourists on marine-based tourism in Bali; (ii) there was a significant relationship between extrinsic motivation and satisfaction of foreign tourists on marine-based tourism in Bali; (iii) there was a significant relationship between satisfaction and loyalty of foreign tourists on marine-based tourism in Bali; (iv) there was no significant relationship between trust and loyalty of foreign tourists on marine-based tourism in Bali; (v) there was a strong correlation between intrinsic and extrinsic motivation of foreign tourists on marine-based tourism in Bali; and (vi) there were significant relationships between intrinsic motivation and both trust, satisfaction and loyalty of foreign tourists on cultural tourism in Bali; (vii) there were significant relationships between extrinsic motivation and both trust, satisfaction and loyalty of foreign tourists on cultural tourism in Bali; (viii) there was a significant relationship between satisfaction and loyalty of foreign tourists on cultural tourism in Bali; (ix) there were significant relationships between trust and both satisfaction and loyalty of foreign tourists on cultural tourism in Bali; (x) there was a strong correlation between intrinsic and extrinsic motivation of foreign tourists on cultural tourism in Bali; (xi) there were four indicators of foreign tourists’ loyalty in visiting nature-based tourism in Bali, namely: they will promote, they want to come back, they will recommend to friends and relatives, and Bali is favourite nature-based destination; and (xii) intrinsic and extrinsic motivation influenced satisfaction through a mediating latent variable of trust, and the satisfaction significantly influenced loyalty.