Results of Hypotheses Testing and Research Findings

3.5 Findings and Analysis

3.5.1 Description of Research Data

The number of respondents was 400, with 57 male respondents and 43 female, 73 aged between 55 and 65 years and 27 65 years over, 41 came from Australia and 59 came form others, and 81 of respondents were repeat visitors and 19 fi rst visitors. Strong motives that push senior foreign tourists to travel are the need for rest and relaxation, visiting new places, seeking new knowledge and experience, getting out of the routine, meeting new people, and socializing. Meanwhile, improving health and fi tness, physical exercise, and visiting family and friends are not strong push motivation to encourage senior foreign tourists to travel. Strong pull factors that motivate senior foreign tourists to travel to Bali are the interests in Balinese culture, natural beauty of Bali, the history of Bali, gains on holiday in Bali, Bali’s diverse culinary, and the prices of goodsservices in Bali. Meanwhile, security, development of transportation, healthcare facilities, the qual- ity of tour leaders and guides, the service of travel agencies, and the immigration procedures are not strong pull motivational factors that appeal senior foreign tour- ists in choosing Bali as a destination. Until now, Bali as a tourism destination still has a good image, such as Bali is positioned as a tourism destination with culture, history, and art. Bali also has a positioning image as a good travel destination for vacation and recreation. Another image of Bali is that the island has a good social environment and a complete tour- ism infrastructure. However, certain image of Bali is on the decline, including the natural environment of Bali which is considered to be increasingly more, atmo- sphere of Bali which is considered to be increasingly crowded, as well as the politi- cal and economic stability of Bali which is considered to be less supportive. Related to satisfaction of senior tourists, some attributes are considered adequate and in accordance to the expectations of senior foreign tourists visiting Bali . These attributes include tourism infrastructure, tourist attractions, travel experience to and within Bali, tourist services throughout Bali, and the availability of various tourism facilities.

3.5.2 Results of Hypotheses Testing and Research Findings

The fi ndings of this study are in contrast to the fi ndings of Yoon and Uysal 2003 and Chi 2005 , although there is similar relationship between the variables in each model. Figure 3.2 is the fi nal model after considering several criteria for the model’s goodness of fi t. This study is able to address eight research questions, which can be explained as follows: 1 Internal motivation does not have a signifi cant effect on destination balitrulyyahoo.com image, which means that in order to create a good destination image, internal travel motivation alone is insuffi cient, but external motivation should create a wholesome appeal motivation factor to visit a destination. 2 External motivation of senior foreign tourists has a signifi cant effect the destination image of Bali . Strong pull indicators include is the appeal of culture, nature, history of Bali, the benefi ts of vacationing in Bali, Bali’s culinary diversity, and the prices of goodsservices. 3 Internal motivation of senior foreign tourists does not have a signifi cant effect on tourist This fi nding suggests that satisfying factors in the forms of tourism attributes in Bali is not suffi cient to satisfy the pull motivational factors for the senior traveler respondents. 4 External motivation also does not have a signifi cant effect on the satisfaction of senior foreign tourists visiting Bali. This indicates that Bali ’s tourism attributes of destination are not yet in line with expectations satisfaction of senior foreign tourists visiting Bali. 5 Internal moti- vation of senior foreign tourists does not have a signifi cant effect on loyalty because that fi nding is not supported by empirical data. The direction of the relationship between internal motivation and tourist loyalty is negative, which signifi es a negative relationship, or the higher the push factor, the lower the level of loyalty for Bali as one specifi c destination. 6 External motiva- tion factors destination attributes have a signifi cant effect on tourist loyalty. 7 Destination image has a signifi cant effect on the satisfaction of the senior foreign tourists visiting Bali. The image of Bali as a tourism destination including indica- tors such as the uniqueness of Balinese culture, friendly people, tourism infrastruc- ture, facilities, and a comfortable atmosphere was perceived positively by the senior foreign respondents. 8 The satisfaction of senior foreign tourists has a signifi cant effect on destination loyalty. Internal Motivation X1 Tourism Destination Image Y1 Tourist’s Satisfaction Y2 Tourist’s Loyalty X3 External Motivation X2 Fig. 3.2 Relationships between research variables Note: The value of direct effects is based on standardized regression weights, and the dotted arrows signify less signifi cant relationships balitrulyyahoo.com The fi ndings of this study are a model of senior foreign tourists’ loyalty consist- ing of two paths. Graphically, the fi ndings on the loyalty model of senior foreign tourists visiting Bali can be represented as follows Fig. 3.3 . In the fi rst path, seen from the value of the standardized regression weights coef- fi cients, destination image variable has the most signifi cant effect on tourist satisfac- tion. Then, the external motivation variable has a signifi cant infl uence on destination image, and tourist satisfaction variable has a signifi cant effect on destination loy- alty. On the contrary, in the second path, from the values of standardized regression weights coeffi cients, external motivation variables have a direct effect on destina- tion loyalty, but the effect is not as strong as the destination image variable and tourist satisfaction. External motivation variable has direct and indirect effects on destination loyalty, so it can be concluded that external motivation is a variable that has an important role in forming destination loyalty.

3.6 Conclusion and Recommendations