believes that effort will lead to acceptable performance. Performance will be rewarded and the value of the rewards is highly positive Pinder
1987 . In this chap-
ter, expectation relates to fulfi lment of foreign tourists expectations regarding the whole trips in Bali .
2.2.3 Benefi t of Tourism for Local People
According to UNWTO 2007
, sustainable tourism development refers to the eco- nomic, environmental and socio-cultural aspects of tourism development, and a
suitable balance must be established between these three dimensions to guarantee its long-term sustainability called ‘triple bottom line’. In addition, sustainable tour-
ism should also maintain a high level of tourist satisfaction and ensure a meaningful experience for the tourists, raising their awareness about sustainability issues and
promoting sustainable tourism practices amongst them. Sustainable tourism is also defi ned as holistic systems that meet the need of present tourists and host regions
while protecting and enhancing opportunities for the future. It is envisaged as lead- ing to management of all resources in such a way that economic, social and aes-
thetic needs can be fulfi lled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems. Furthermore, Elkington
1997 stated that ‘triple bottom line’ means expanding the traditional reporting
framework to take into account both ecological and social performance to enhance economic performance. All of those three elements should be coherent with each
other to ensure quality, continuity and balance between the needs of tourism, protec- tion of the environment and prosperity for the local community, which means that
the economic benefi t of tourism should be benefi cial not only for the companies concerned but also for the local communities as the host. The business entity should
be used as a vehicle for coordinating stakeholders’ interests, instead of maximising shareholder owner profi t, so that it can achieve quality, continuity and balance.
Good quality, sustainable tourism provides a quality experience for the visitor, while improving the quality of life of the host communities and protecting the qual-
ity of the environment. As regards continuity, sustainable tourism ensures the con- tinuity of the natural resources upon which it is based and the continuity of the
culture of the host community with satisfying experiences for visitors. Balanced, sustainable tourism balances the needs of the tourism industry, the natural environ-
ment and the local communities. Sustainable tourism emphasises mutual goals and cooperation amongst visitors, host communities and destination, in contrast to more
traditional approaches to tourism which emphasise their diverse and confl icting needs UNWTO
2007 .
In terms of economic aspect of tourism, development of tourism should give more benefi t for local people through community-based tourism approach, which
means that tourists, who are willing to have their holiday, must spend their money by staying in the homestay which is located in the village and owned by local people
and the food prepared for tourists should be locally produced as most of tourists
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prefer authenticity of the local products. So, optimising the potential of local agri- cultural products is crucially needed to be implemented Suryawardani
2014 .
Moreover, preserving the environment should also be highlighted. This means, tour- ists are willing to give more money to be used as the assurance of environmental
protection in a destination. Lastly, in terms of social and cultural impacts of tourism development, tourists’ activities should not destroy the local culture, but harmony
between tourist and local people regarding cultural heritage of destination should also be maintained. Finally, it could be said that benefi t of tourism for local people
means that tourists are willing to be a part of the system to maintain sustainable tourism in a destination.
2.3 Research Methods
A survey on foreign tourists was undertaken during the period of April to June 2013 in four main destinations in Bali , i.e. Kuta, Nusa Dua, Sanur and Ubud. The
locations for this research were selected purposively on the basis that the above destinations are the main tourist destinations in Bali.
The accidental sampling technique Zikmund 1997
was chosen to select a sam- ple of foreign tourists visiting Bali . The number of foreign tourists who visited Bali
in year 2011 was taken to be the population size, which was about 2.6 million. Using the calculation method proposed by Kish
1965 : 234 and Yamane
1973 with an error of 5
α = 0.05, the number of respondents was set at 600.
Respondents were interviewed based on a questionnaire. This study focused mainly on an assessment of the willingness of foreign tourists
to participate in the development of Bali ’s tourism by asking them to what extent they agreed that the money they spent during their visit benefi ted Balinese people.
Validity and reliability tests were undertaken to examine the truth of data. The validity test is used to examine accuracy and credibility of the results Sevilla et al.
1993 ; Simamora
2004 ; and Zikmund
1997 . Product moment correlation r
xy
was calculated r -value and compared with the r-table. If the r -value r -table, this
means that the measurement of variables is valid Sevilla et.al. 1993
; Simamora 2004
; and Zikmund 1997
. In this research, there were 33 questions regarding for- eign tourists’ perceptions and imported and local products, which were examined
through responses from 600 foreign tourists. With the level of signifi cance of 5 , the critical value was 0.08.
JMP software SAS Company version 10 was used in analysing perceptions, preferences and the relationships between variables. JMP is the abbreviation for
John’s Macintosh Project developed by John Sall and others at SAS Institute in the late 1980s as an interactive statistical visualisation and discovery tool. According to
Sall, the JMP name also conveys ‘the idea of a lively product that jumped respon- sively to the user’s wishes’ Okerson
2011 .
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