Motivation Determinants of Tourist Satisfaction on Destination

relatively lengthy exposure time in order to be processed tend to habituate because they require a long attention span. ‘Discrimination’ relates to simple stimuli that tend to habituate because they do not require attention to detail. ‘Exposure’ refers to the frequency of exposure; frequently encountered stimuli tend to habituate as the rate of exposure increases. Perception is one of the social and psychological factors which, together with other factors such as personality, learning, motives and atti- tudes, plays an important role in infl uencing a person’s travel decisions. In this study, these concepts of perception are adapted to obtain tourists’ opinions about certain imported and local products and services in Bali Kim and Jamal 2007 .

2.2.2.2 Motivation

Despite sharing equal degrees of satisfaction, tourists with different personal fea- tures can report heterogeneous behaviours in terms of their loyalty to a destination Mittal and Kamakura 2001 . Motivation is defi ned as ‘ … reasons for acting or behaving in a particular way toward attaining a goal …’ Khan 1991 . As a basic psychological feature, motivation stimulates an organism to act towards a desired goal and controls and sustains a certain goal. It can be considered as a driving force which psychologically reinforces an action towards a desired goal Bashar 2010 . Motivation is an internal factor that leads people to choose and pursue certain goals and experiences Higgins et al. 2003 . Meanwhile, motivation provides suggestions for increasing level of desire to learn effectively including interest, attention, rele- vance, confi dence and satisfaction Allesi and Trollip 1991 . In this study, motiva- tion related to reasons to visit Bali as a destination consists of vacation, visiting friends and relatives VFR, offi ce task, MICE meeting, incentive, conference and exhibition, business, religion, educationresearch, healthbeauty and sport. Motivations form the basis of the travel decision process and therefore should also be considered when analysing destination loyalty intentions. Beerli and Martín 2004 propose that ‘motivation is the need that drives an individual to act in a cer- tain way to achieve the desired satisfaction’ Beerli and Martín 2004 :626. Motivations can be intrinsic push or extrinsic pull. Push motivations correspond to a tourist’s desire and emotional frame of mind. Pull motivations represent the attributes of the destination to be visited. Yoon and Uysal 2005 take tourist satis- faction to be a mediator variable between motivations pull and push and destina- tion loyalty. The effect of socio-demographic variables in the tourist’s decision process is also an issue which has received some attention. Some studies propose that age and level of education infl uence the choice of destination Woodside and Lysonski 1989 ; Weaver et al. 1994 ; Zimmer et al. 1995 . Font 2000 shows that age, educational level, nationality and occupation represent factors of motivation to travel. Oliver 1999 states that loyalty is a construct that can be conceptualised by sev- eral perspectives. Homburg and Giering 2001 measure the construct ‘future behavioural intention’ by using two indicators: the intention of repurchase and the intention to provide positive recommendations. In tourism research, similar balitrulyyahoo.com approach is adopted and tourist loyalty intention is represented in terms of the inten- tion to revisit the destination and the willingness to recommend it to friends and relatives Oppermann 2000 ; Bigné et al. 2001 ; Chen and Gursoy 2001 ; Cai et al. 2003 ; Niininen et al. 2004 ; Petrick 2001. Therefore, two indicators, ‘revisiting intention’ and ‘willingness to recommend’, are used as measures of destination loy- alty intention.

2.2.2.3 Familiarity