DESTINATION IMAGE OF BALI INDONESIA IN THE PERSPECTIVE OF SENIOR FOREIGN TOURISTS
|I Gusti Bagus Rai Utama[i]
Management Study Program, Universitas Dhyana Pura, Bali, Indonesia
Marketing Management Study Program, Universitas Dhyana Pura, Bali, Indonesia
The strength of the senior traveler segment is the high purchasing power the length of stay in a destination, making this market segment increasingly important in present and future. Consequently, this research aims to establish a model of motivation and its relationship with the image of Bali as an international tourism destination, especially from the perspective of senior tourists. This research employed survey method and utilized a combination of quantitative and qualitative analytical techniques. Factor analysis condensed various indicators into several key indicators to form a model with goodness of fit. Indicators representing push motivation variable include the improvement of health/fitness and the drive to perform physical exercise. Indicators representing destination identity variable include the culture and nature of Bali. Indicators representing destination creation variable include the service quality of travel agencies and service quality of travel guides. Indicators representing destination image variable include the image of cultural uniqueness and holiday atmosphere of Bali. The survey in this study involved 400 respondents of senior tourists, exclusively only foreign nationals. Goodness of fit is affirmed on the results of the analysis model, which answered the hypothesis that push motivation and destination creation affect destination image.
Keywords: destination creation, destination identity, destination image, motivational push factor, senior tourism.
This research was funded by the Directorate of Higher Education though the Competitive Grant Scheme for the Fiscal Year 2015 (Direktorat Jenderal Pendidikan Tinggi, Skim Penelitian Hibah Bersaing, tahun pendanaan 2015)
[i] I Gusti Bagus Rai Utama graduated from PhD Tourism Study Program from Udayana University. He is a full time lecturer of tourism management at the Management study program, He was certified for tourism lectureship in 2013, with the rank of “Lector”. Since 2013, he currently holds the position of Vice Rector for Academic and Student Affairs at the university. Prior to that, he was the Dean of Faculty of Economics and Humanities at Dhyana Pura University (2011 to 2013). His research interests are in the topics of economics and tourism. Email: firstname.lastname@example.org
[ii] Komalawati is a full time lecturer of marketing management at the Universitas Dhyana Pura, Bali, Indonesia. Email: email@example.com