found in the relationships between familiarity and satisfaction and between familiarity and motivation. These results support the study by Bashar
2010 who
reveals that familiarity infl uences satisfaction on travelling especially on spatial proximity which describes proximity to an area. Proximity or feeling of closeness
infl uences feeling of being motivated to visit friends and relatives to a destination.
2.4.4 Relationship Between Familiarity and Benefi t
for Balinese
There was a relationship between variable familiarity F and the willingness of spending money for Balinese people while visiting Bali benefi t for Balinese, B.
The result shows that only variable F3 periodicity of visits has a signifi cant rela- tionship with variable B benefi t for Balinese.
2.4.5 Relationship Between Variables Satisfaction and Benefi t
for Balinese People
Positive correlations were found between all variables of satisfaction satisfaction with accommodation and restaurant services, with the whole trip, with the level of
emotion while visiting Bali and with the level of expectation and the variable ben- efi t for Balinese people B. The higher the satisfaction of foreign tourists when
visiting Bali, the higher the benefi ts for Balinese people could be. However, these relationships were relatively weak coeffi cient of correlations = 0.17–0.32, see
Fig.
2.4 .
2.4.6 Relationship Between Variables Motivation and Benefi t
for Balinese People
A positive correlation was found only between the variable motivation, M1 visit friends and relativesVFR and the variable benefi t for Balinese people B, although
the relationship was very weak coeffi cient of correlation = 0.07. This result indi- cates that the more often foreign tourists visiting friends and relatives in Bali , the
higher the benefi ts for Balinese people; see Fig.
2.4 .
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2.4.7 Relationship Between Variables Perception Regarding
Quality of Services and Products and Variable Benefi t for Balinese People
Positive correlations were found between two variables of perception regarding quality of services P1 and P2 and the variable benefi t for Balinese B. These
correlations ranged from 0.18 to 0.20. Similar results were found between vari- ables of perception regarding the quality of products P3–P18 and the variable
benefi t for Balinese people B. The correlations between all variables of percep- tions regarding the quality of local products and the variable benefi t for Balinese
ranged from 0.01 to 0.80. Several variables of perception regarding the quality of local products had relatively strong correlations with the variable benefi t for
Balinese people B, namely, local furniture, P16 r = 0.8; local vegetables, P12 r = 0.7; and local building style, P15 r = 0.5. These mean that the higher the
perception of quality of local products and services, the higher the benefi ts for Balinese people; see Fig.
2.4 .
There were also some signifi cant relationships between variable familiarity F and the variables of perception of quality of services and products P1–P18. The
positive correlations were also found between perceptions regarding the quality of services and local products and the benefi t for Balinese people r = 0.01–0.8.
Several perceptions of the quality of local products had relatively strong correla- tions with the benefi t for Balinese, namely, local furniture r = 0.8, local vegeta-
bles r = 0.7 and local building style r = 0.5. These mean that the higher the perception of the quality of local products and services, the higher the benefi ts for
Balinese people. This fi nding supports the study by Goodrich
1978 , Solomon
1999 and Andriotis
2005 who found that tourist behaviour in choosing a des-
tination has a signifi cant relationship to the perception of tourists on a destination.
2.5 Future and Emerging Trends
Improvement the quality of products and services of tourism industry in Bali is crucial to be undertaken in order to improve the level of satisfaction of foreign tour-
ists in visiting Bali. This could lead to an increase of the willingness of foreign tourists to spend money for local Balinese. The role of stakeholders of Bali tourism
is very important through integrated coordination in all aspects of tourism develop- ment, so that development of tourism brings about improvement of the quality of
life of the Balinese. Community empowerment should become the basis of tourism development in Bali; therefore, tourism in Bali will bring maximum benefi ts for
local community.
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