ANALYSIS OF MOTIVATION, SATISFACTION AND REVISIT INTENTION: RESEARCH ON CASE OF CHINESE TOURISTS TO BALI IN INDONESIA

Puning, Li (2019) ANALYSIS OF MOTIVATION, SATISFACTION AND REVISIT INTENTION: RESEARCH ON CASE OF CHINESE TOURISTS TO BALI IN INDONESIA. Masters thesis, Sekolah Tinggi Pariwisata Ambarrukmo (STIPRAM) Yogyakarta.

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Abstract

With the rapid growth of Chinese economy as well as the increase of personal disposable income, the trend of traveling abroad is a common choice for Chinese people. With its unique local customs, exotic culture and beautiful tropical sceneries, Bali Island has been attracting a large number of Chinese tourists. Therefore, it is necessary to study the motivation, satisfaction and the intention to revisit among Chinese tourists. And this essay will provide certain practical guidance for the development of tourism in Bali Island. The purpose of this study is to examine Chinese tourist behaviors such as the motivation, satisfaction and the intention to revisit. There were 382 Chinese respondents who had traveled to Bali Island surveyed by questionnaires. In this study, the data was analyzed by SPSS 21 software. This research has applied techniques like descriptive analysis, reliability coefficient, independent sample T-test, ANOVA, simple linear regression and the correlation analysis to examine the data. The study has found that the main motivation for Chinese tourists to visit Bali is to relax and improve their relationship with family and friends. In addition, Chinese tourists are also satisfied with their travel experiences in Bali. Most Chinese tourists are satisfied with Bali airport, Bali's transportation, tourist attractions and shopping. Most of them have expressed the willingness of coming back in the future and would like to recommend Bali to their family and friends. The results show that tourist motivation has positive influences on both tourist satisfaction and the intention to revisit.

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