Analysis of Factors Influencing the Decision to Visit Nusantara Youth Travel to Bali

Abstract

Nusantara tourists constitute a pivotal aspect of Bali's tourism. The undeniable impact of the widespread COVID-19 cases has rendered Bali's tourism nearly lifeless. However, the resilient travel activities of Nusantara tourists, albeit in modest numbers, offer a glimmer of hope for Bali. The potential of Nusantara tourists, particularly among the younger generation, commonly referred to as youth travellers in tourism terminology, is substantial. According to the World Tourism Organization (WTO), youth travel involves individuals aged 16-29 engaging in tourism. Statistics reveal that the youth travel demographic commands 23% of global tourism. Based on the 2020 census by the Central Statistics Agency, the combined population of Generation X (millennials) and Generation Z (zillennials) holds the highest share in Indonesia. Hence, the potential of Nusantara youth travel for Bali is promising. Consequently, there is a need for research on the characteristics, movement distribution, and factors influencing the decisions of Nusantara youth travellers to tour Bali. This study will employ a mixed-methods approach, utilizing Likert scale analysis and factor analysis tools. The anticipated findings aim to contribute valuable information on youth travel to the Bali regional government, particularly the Tourism Agency, and other tourism stakeholders. This information can serve as the foundation for devising marketing strategies to enhance the influx of Nusantara youth travellers to Bali.