Destination Loyalty Model of Elderly Foreign Tourists Visiting Bali

I Gusti Bagus Rai Utama,I Made Suradnya,Nyoman Darma Putra

doi:10.24922/eot.v1i1.19303

Abstract

Research was designed to understand loyalty model of elderly foreign tourists visiitng Bali which was undertaken in the main destinations in Bali i.e., Kuta, Nusa Dua, Sanur, Ubud and Lovina. 400 respondents were determined 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 undertaken to analyze statistically. The resuts show 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. (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. Suggestions of the research are maintaining the joint approach to answer various questions through quantitative approach. Improvement strong image of Bali is crucial, such as: (1) improving uniqueness of culture, (2) welcoming local inhabitants, (3) improving tourism infrastructure, and (4) comfortable tourism atmosphere.

Highlights

BackgroundThe phenomenon that prompted this study is the rapid growth of the elderly population segment around the world
(3) Internal motivation of elderly foreign tourists does not have a significant effect on tourist This finding suggests that satisfying factors in the forms of tourism attributes in Bali is not sufficient to satisfy the pull motivational factors for the elderly traveler respondents
(4) External motivation does not have a significant effect on the satisfaction of elderly foreign tourists visiting Bali

Summary

Introduction

The phenomenon that prompted this study is the rapid growth of the elderly population segment around the world. A person who has reached the age of 55 and above is considered elderly or senior. The continuous growth of this age group has created a new market segment for the tourism industry. Two distinct profile characteristics considered attractive for the tourism industry are the high purchasing power and availability of leisure time because generally seniors have retired or are retiring. It should be noted that the elderly groups have different motivation from other age groups, demanding more and better healthcare facilities and travel assistance especially for those in the 75 to 80 and the 80 and above age groups. In order for Bali to capture this market opportunity of elderly travelers, a survey on elderly tourists visiting Bali is deemed necessary. The lack of a theoretical study on motivation, destination image, tourist‟s satisfaction and destination loyalty of elderly foreign tourists is the reason the study was conducted, because the factors affecting the loyalty of elderly foreign tourists on Bali as a destination have yet to be explained in depth

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Conclusion