Chapter 3: Destination Loyalty Model of Senior Foreign Tourists Visiting Bali Tourism Destination

978-981-287-606-5Abstract
In the recent years, the senior foreign tourist segment has become
increasingly important for the tourism industry. The strength of this market segment
lies in its two characteristics: the purchasing power and the time available for travel.
This research was conducted based on these two considerations. This research is
confirmatory to the loyalty model developed by previous research, but specifically studied foreign senior tourists. The 400 respondents for this research were deter-
mined purposively. The criteria were senior tourists aged 55 or over and tourists
vacationing in one of Bali’s tourism destinations. Descriptive statistical analysis and
the SEM-AMOS structural model analysis tools were utilized. Meanwhile, the qualitative analysis is descriptive to complement the quantitative analysis. The demo-
graphic profiles of the respondents composed of 57 % male travelers and 43 %
female. Tourists in the age group of 55–65 are 73 and 27 % over 65 years. Repeat
visitors are 81 and 19 % first time visitors. The findings of this research indicated
that (1) internal motivation does not have a significant effect on destination image,
(2) external motivation has a significant effect on destination image and loyalty, but
does not have a significant effect on tourist’s satisfaction, (3) destination image has
a significant effect on tourist’s satisfaction, and (4) tourist’s satisfaction has a significant effect on destination loyalty. Two loyalty models were formed: (1)
Destination loyalty is directly influenced by tourist’s satisfaction and indirectly
influenced by destination image and external motivation. (2) Destination loyalty is
directly influenced by external motivation, but the influence is not as significant as
the influence of tourist’s satisfaction on loyalty. Theoretically, the research suggests
maintaining the joint approach because this approach is able to answer various
questions that quantitative approach alone cannot answer completely. From a practical perspective, the preservation of Bali’s destination image was found to be adequate. The image of Bali includes: (1) a destination that has cultural uniqueness, (2)
welcoming local inhabitants, (3) comprehensive tourism infrastructure, and (4)
comfortable tourism atmosphere.
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