Relationship Between Familiarity and Satisfaction

to P18 and benefi t for Balinese people B. Variables and code of variables of familiarity, satisfaction, motivation, perception and benefi ts for Balinese can be seen in Table 2.1 . Familiarity is a quality or condition for being familiar which is classifi ed into spatial proximity and expertise of the country Bashar 2010 . Spatial proximity describes proximity to an area, while country expertise is the accumulation of a person’s experience of the quality of a destination. In this chapter, familiarity is related to the satisfaction of tourists during their visit in Bali . It was based on ‘coun- try of residence’ F1 which covers fi ve continents, namely, Europe, America, Australia, Africa and Asia, while ‘large code of residence’ F2 denotes the residen- tial areas where they live, namely, Old Europe, North Europe, East Europe, South Europe, the USA, South America, Africa and Saudi Arabia, Australia, Asia and Indonesia. Meanwhile, country expertise is the accumulation of experience of the quality of a destination Bashar 2010 . In this chapter, it is measured in terms of ‘periodicity’ in visiting Bali F3 and ‘visit more than 5 times’ F4. All of the above variables infl uence people’s travel choices Reisinger 2009 . This kind of experi- ence was also discussed in this chapter.

2.4.2.1 Relationship Between Familiarity and Satisfaction

Most of variables familiarity F1, F2 and F4 have signifi cant relationships with variable satisfaction S, see Fig. 2.2 . Variable familiarity F1 code of country of residence and F2 large code of residence has signifi cant relationships with vari- ables S1 satisfaction with accommodation and restaurant services in Bali , S2 sat- isfaction with the whole trip, S3 satisfaction level of emotion during visit and S4 satisfaction level of expectation. However, variable familiarity F4 visit more than fi ve times has a signifi cant relationship only with variable S4 satisfaction level of expectation. Fig. 2.1 Opinion, expectation and satisfaction of foreign tourists balitrulyyahoo.com Mechanisms in forming interaction between tourists and destinations play an important role in creating a relationship between tourists and destinations. As Lundberg et al. 1991 said that emotional experience of foreign tourists is one of the indicators which can be used to assess the level of satisfaction during visiting a des- tination. They emphasise that being familiar of a destination is one of the indicators. Their study on customer familiarity and its effects on expectations found that famil- iarity is signifi cantly associated with performance of perceptions and satisfaction. Their fi nding is supported by Bashar 2010 who reveals that familiarity infl uences Table 2.1 Variables and code of variables of familiarity, satisfaction, motivation, perception and benefi ts for Balinese No. Variables Remarks Code 1 Familiarity Country of residence F1 Large code of residence F2 Periodicity visiting Bali F3 Visit more than 5 times F4 2 Satisfaction Satisfaction of accommodation and restaurant services in Bali S1 Satisfaction of the whole trips S2 Satisfaction on the level of emotion during visiting Bali S3 Satisfaction on the level of expectation S4 3 Motivation Reason for coming visit friend and relativesVFR M1 Main purpose M2 Activities M3 4 Perception Perception on services of: Accommodation P1 Restaurants P2 Perception of products Imported meat P3 Local meat P4 Imported fi sheries P5 Local fi sheries P6 Imported dairy products P7 Local dairy products P8 Imported fruits P9 Local fruits P10 Imported vegetables P11 Local vegetables P12 Imported beverages P13 Local beverages P14 Building style P15 Furniture P16 Room decoration P17 Architecture P18 5 Benefi t Benefi ts for Balinese B balitrulyyahoo.com satisfaction on travelling which consist of spatial proximity and expertise of the country. Spatial proximity describes proximity to an area, while expertise of the country is the accumulation of a person’s experience of the quality of a destination. The results of this study support the above studies that variable familiarity related to spatial proximity, namely, F1 code of country of residence and F2 large code of residence had signifi cant relationships with variables S1 satisfaction with accom- modation and restaurant services in Bali , S2 satisfaction with the whole trip, S3 satisfaction level of emotion during visit and S4 satisfaction level of expectation. Variable F1 code of country of residence covers fi ve continents, namely, Europe, America, Australia, Africa and Asia, meanwhile variable F2 large code of resi- dence denotes the residential areas where they live, namely, Old Europe, North Europe, East Europe, South Europe, the USA, South America, Africa and Saudi Arabia, Australia, Asia and Indonesia. Results of this study indicate that proximity or feeling of closeness to the visiting country infl uences feeling of being satisfi ed to a destination. Another factor of familiarity is accumulation of a person’s experience on quality of a destination which consists of F3 periodicity to visit and F4 visit more than 5 times. The periodicity to visit F3 does not infl uence tourists’ satisfaction. However, visit more than fi ve times F4 had a signifi cant relationship with variable S4 satisfaction level of expectation. These results indicate that the more often they visit, the higher the level of satisfaction on their perceived expectation. FAMILIARITY SATISFACTION P ≤ 0.001 P ≤ 0.0001 P ≤ 0.05 S1 S2 S3 S4 F1 F2 F4 Fig. 2.2 Relationships between familiarity and satisfaction. Remarks: F1 = code of country of residence, F2 = large code of residence, F3 = periodicity of visit, F4 = more than fi ve times visit, S1 = satisfaction with the services of accommodation and restaurant in Bali , S2 = satisfaction with the whole trip, S3 = level of emotion during visit, S4 = level of expectation balitrulyyahoo.com 2.4.2.2 Relationship Between Familiarity and Perception of Quality of Services and Quality of Products a Relationship Between Familiarity and Perceptions on Quality of Services P1 and P2 The results show that variable F1 code of country of residence had signifi cant relationships with variable P1 quality of accommodation services and with vari- able P2 quality of restaurant services. In addition, variable F2 large code of resi- dence had signifi cant relationships with variable P1 quality of accommodation services and with variable P2 quality of restaurant services, see Fig. 2.3 . b Relationship Between Familiarity and Perceptions on Quality of Products P3 up to P18 There were some signifi cant relationships between variable F familiarity and variables P3 up to P18 perception of the quality of products, as outlined below see also Fig. 2.4 . There were signifi cant relationships between variable F1 code of country of residence and the variables of imported meat P3, local meat P4, local fi shery products P6, imported dairy products P7, local fruits P10, imported beverages P13, local beverages P14 and local building style P15. There were signifi cant relationships between variable F2 large code of residence and the vari- ables of imported meat P3, imported dairy products P7, imported fruits P9 and imported vegetables P11. There were signifi cant relationships between variable F4 visit more than fi ve times and the variables of imported meat P3, imported Fig. 2.3 Relationships between familiarity and perceptions on quality, and motivation. Remarks: P1 = quality of accommodation services, P2 = quality of restaurant services, M1 = visit friends and relatives VFR I.G.A.O. Suryawardani et al. balitrulyyahoo.com beverages P13, local beverages P14 and local building style P15. However, there was no relationship between variable F3 periodicity of visit and perception of the quality of local products. More details can be seen in Table 2.2 .

2.4.3 Relationship Between Familiarity and Motivation