The Complexity of Consumer Behaviour in Travelling

tourist loyalty. Furthermore, Um et al. 2006 proposed a model based on revisiting intentions that establishes satisfaction as both a predictor of revisiting intentions and as a moderator variable between constructs and perceived attractiveness, perceived quality of service and perceived value for money. More complex models have the advantage of allowing a better understanding of tourist behaviour since more vari- ables and their interactions can be taken into account. In order to study the factors affecting foreign tourists in Bali , a survey was under- taken during the period of April to June 2013 in four main destinations in Bali, i.e. Kuta, Nusa Dua, Sanur and Ubud. The study focused mainly on the assessment of willingness of foreign tourists to participate in the development of Bali’s tourism.

2.2 Tourism Literature

2.2.1 The Complexity of Consumer Behaviour in Travelling

Tourist plays an important role in increasing the popularity of a destination. Tourist behaviour in choosing a destination has a signifi cant relationship to perception of tourists to destination Goodrich 1978 ; Solomon 1999 ; Andriotis 2005 . Mechanisms in forming interaction between tourists and destinations play an important role in creating a relationship between tourists and destinations. Perceptions and prefer- ences are widely used in social research, especially in consumer behaviour, such as the study by Solomon 1999 which says that perception is one of the psychological factors that are closely related to the sensory system that plays an important role in infl uencing decision-making. This response is an important part of the emotional aspects of the interaction of consumers towards products. Moreover, Solomon 1999 defi ned perception as a process that occurs in the mind of consumer where the sensation is selected, organised and interpreted, while preference is a further expression of the perception which is expressed in an action based on choice and consumer interest. Action will be taken after going through a long process in the minds of consumers, as expressed in the following quote: …Perception is process that works in mind by which sensations are selected, organized and interpreted while preferences are further expression of perception. Preference represents peoplecustomer choices, their interest, like or dislike. Action will be taken after long pro- cess in customers’ mind …. Solomon 1999 Meanwhile, Waite and Hawker 2009 defi ne perception as: … The ability to see, hear or be aware of something that express a particular understanding as a process of perceiving…. Waite and Hawker 2009 : 26 Solomon 1999 adds that factors infl uencing preference of consumers are con- sumer insight about products or services, income, tastes or interests of consumers, culture and previous experience in consuming products and services. This opinion is supported by Kim and Jamal 2007 who state that the perception is the process balitrulyyahoo.com by which a person chooses, organises and interprets information to create a picture of what is seen and felt. Solomon 1999 explains that the barrier to receive market- ing messages occurs as a result of the limitations of the brain to process information, so that consumers are very selective about what they watch. Another study by Davis 2003 found that in the summer, visitors have a different orientation in the tour. Some visitors concerned with physical attraction prefer out- door sensations such as beach, landscape, cultural attractions and entertainment. Other groups tend to focus on exploring the environment and culture. It is suggested in his study that the process of innovation in the tourism industry should be focused on better mechanisms to manage a destination. Oh 1999 evaluates the service quality, customer satisfaction and loyalty that the holistic management model must be applied in destination management. Understanding the consumer decision- making process which focuses on customer value as a variable that is very important because of its strength rests on the perception and selection on quality customer service and customer satisfaction. It also said that the quality of service can be a mediator between perception and customer choice. Andriotis 2005 conducted a study on the perceptions and preferences of the community in the development of tourism to boost local economies. The goal is to determine whether the entrepreneur in the fi eld of tourism and the local population has a positive dependence on tourism development. Benchmarks used in these stud- ies are public perception as a guide in the development of future tourism. The results showed that the perceptions and preferences of the public in the area of tourism to boost the economy are really important. Three groups expressed their perceptions exist at high levels positively to the development of tourism, although there are some differences in their agreements relating to the type and origin of tourists, facil- ities and management models that are considered benefi cial to the area. Goodrich 1978 conducted a study on the relationship between perceptions and preferences on a destination. Studies demonstrate how the choice of a tourist desti- nation depends on the perception of the fun of these destinations. The results showed that the higher the score, the higher the perception of choice for the destination. The implication of this study is associated with the marketing of a destination, where stakeholders should seek to develop a positive image of a destination in order to improve the tourist choice of areas that became a tourist destination. Another impli- cation is that the diagnosis of strengths and weaknesses on attributes relevant tour- ism is very helpful in making changes specifi cally related to the facilities and services in a destination. Lin et al. 2012 say that recreation is a very interesting pastime and activity that improves the quality of life. In modern society, sports are very important to improve the experience of different cultures and lifestyles as a form of appreciation for the economic prosperity and progress in the fi eld of technology. Factors that affect tour- ist arrivals to a destination are a traveller motif, features of a destination, distance to destination and tourist perceptions of a destination. A study on the relationship between consumer behaviour and marketing in an amusement park in Taiwan concluded that consumer behaviour has a positive correlation to the perception of tourists in the marketing mix marketing mix at the amusement park. Evaluation balitrulyyahoo.com before making a visit has a positive relationship to the price. The highest relation- ship found in the price and place. Amongst the demographic variables, sex gender has a signifi cant impact on consumer choice based on security, comfort and price level. Age and area of residence have a signifi cant relationship to consumer choice on pricing strategies and marketing activities. This study suggests that attention to market segments based on age, sex and area of residence is important in marketing strategy for a tourist attraction.

2.2.2 Determinants of Tourist Satisfaction on Destination