AN EXAMINATION OF THE RELATIONSHIP AMONG MOTIVATION, SATISFACTION, TRUST, AND PRODUCT LOYALTY.

* Travel Study Program of Tourism Faculty of Udayana University, E-mail: Balisuar.dana@yahoo.co.id

AN EXAMINATION OF THE RELATIONSHIP AMONG

MOTIVATION, SATISFACTION, TRUST, AND

PRODUCT LOYALTY

I. Wayan Suardana*

Abstract: The main aim of this research is to examine satisfaction and trust as mediation that related to motivation and loyalty. Researcher used Stratified Random Sampling for this research, with totally 250 qualified respondents and they were taken from diving area in Bali. The respondents must be foreign tourists who have been diving more than once in marine tourist objects around Bali. Based on data analytics method which was used in this research, that is Structural Equation Modeling (SEM), the result shows that there are direct and indirect influences between intrinsic motivation, extrinsic motivation, satisfaction, and trust toward product loyalty. Satisfaction has been proven being full mediator variable that is related to extrinsic motivation and trust. Meanwhile, trust is being mediator for satisfaction and product loyalty. Tourist motivation becomes a strong predictor from loyalty. It’s not only able increasing loyalty, but could also build satisfaction level and tourists trust.

Keywords: intrinsic motivation, extrinsic motivation, satisfaction, trust and product loyalty 1. INTRODUCTION

Decision making by tourist is a very important aspect in tourist behavior, as it is used as basic reason whether tourist will buy the products or not. Their behavior in making decision based on many things, such as motivation, experience and expectation to visited destination (Swarbrooke and Horner, 2007:74). Various options of tourism products are emerging as product diversification, resulting in difficulty of the marketer to maintain its position as a tourist destination choice. At the same time, destinations and products appear to offer lower prices with better qualities. Along with these, managers realize the importance of improving the intrinsic understanding, satisfaction and loyalty tourist as valuable information for the sustainability of tourism businesses.

Tourist satisfaction comes from experience during his visit which is based on the motivation visit. It has a positive influence on destination loyalty. If tourists are satisfied with their vacation experience, they are more likely to return to the same destination and to recommend that destination to other people (Yoon & Uysal, I J A B E R, Vol. 13, No. 5, (2015): 2895-2918

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2005). Motivational approaches are the basic concepts in psychology, because it is seen as a tendency of all the tourists who make purchases based on the initial motive and opinion on individuals who are permanently avoid something unwanted/unpleasant and look for the desired/fun (Hasan, 2015: 366). In tourism, tourist motives dynamics will provide a different experience and satisfaction in accordance with the motivation, the situation, as well as the tourists have perceived at the destinations. One of the theories that can explain the relation between motivation and satisfaction is Self Determination Theory (Schuler, Sheldon, and Frohlich, 2010). Deci and Ryan (1985) have developed Self Determination Theory to probe how different motivation type resulting different self determination level. This theory is one of important multidimensional framework, that addresses issues of extrinsic and intrinsic motivation. This theory explains that someone’s strong intention in an action can be seen with real action to predict and identify the behaviors (Schuler, Sheldon and Frohlich, 2010). Intrinsic motivation refers to motivation that comes from inside an individual, which is shown when someone is interested to do any activities, feels comfortable while doing it and based on sincerity. Extrinsic motivation refers to motivation that comes from outside an individual. The motivating factors are external, or outside, rewards such as money or grades. These rewards provide satisfaction and pleasure that the task itself may not provide. Tourist will realize his motivation to get satisfaction (Vallerand, 2004). Motivation that comes from inside an individual, especially intrinsic motivation can bring satisfaction for him when he shares his knowledge with the others (Gagne and Deci, 2005). According Stiglbauer, Gnambs and Gamsjager (2011), motivation effects individual trust to an object.

Cycle of motivation, satisfaction, and value for tourists, is one of the most relevant concepts discussed in the tourism marketing. Tourists perfect understanding is the most feasible way to establish and improve satisfaction, loyalty, as well as provide superior value for travelers (Hasan, 2015:364). In the context of tourist behavior, tourist satisfaction can improve traveler loyalty (Caceres dan Paparoidamis, 2007). Some researchers associate the role of satisfaction in the relationship between traveler’s motivation and loyalty. Yoon and Uysal (2005) describe the research model that links between motivation, satisfaction, and loyalty. Analysis which used was structural equation modeling (SEM). Motivation in this research was distinguished by push and pull motivation. The model assumed is acceptable. To comprehend tourist loyalty, satisfaction has a very important role. Meanwhile, tourist satisfaction comes from inside individual and outside motivation. (Yoon and Uysal, 2005; Chow, 1997; Dick and Basu, 1994; Valle, et al, 2006). In various tourist behavior studies, seems that relationship between satisfaction and loyalty becomes more complex than expected. This change in emphasis to the relational marketing has expanded the predictor than the loyalty (Fullerton, 2005; Caceres and Paparoidamis, 2007). Relational theory has explained the principle of the exchange of short-term into long-term exchange as a paradigm

An Examination of the Relationship among Motivation, Satisfaction... �2897 change in the field of marketing (O’Malley and Tynan, 2000). Relationship marketing theory gives an understanding, that provide different services for tourists and provide benefits of other relationships are believed to increase consumer’s trust (Garbarino and Johnson, 1999; Franco, 2009). Trust is one of the variables for the development of relations in the relational marketing paradigm (Morgan and Hunt 1994). In this perspective, satisfaction does not have a significant effect on loyalty (Garbarino and Johnson, 1999). So, in building product loyalty, the satisfaction is the entry point and continued by travelers trust. Customers should be encouraged to delight zone, where customers feel happy or excited that will lead to a strong trust and loyalty (Gnot, Bigne and Andrru (2006 : 258-259). However, in its development, satisfaction is not enough, when the tourists get another stimulus that can change the repurchase decision. A strong trust is needed, so that tourists still buy a desired product (Careres and Paparoidamis 2007; Sirdeshmukh, et al. 2002; Kim, et al. 2011).

The variation of empirical studies on the relationship between the variables of motivation, satisfaction and loyalty, encouraging the need for research on the tourist loyalty mediated by trust. Previous research in tourism has been approached with the concept of loyalty to the tourist destination from the perspective of the intention to repeat visits and recommend the destination to friends or relatives, but rule out the effect of relationship marketing (trust) and the value of the destinations that form of loyalty (Niininem, et al. 2004; Li and Petrick, 2010; Forgas, et al. 2012). In addition, to fully understand the tourist loyalty, also required a deep understanding of intrinsic and extrinsic motivation (Yoon and Uysal, 2005; Kim, Lee, and Klenosky, 2003; Ryan and Deci, 2000). While previous studies have shown the effect performed by nationality in the decision to come back, none identify motivation in influencing satisfaction and trust as antecedent’s loyalty. To fill the gaps that exist in the literature, it is proposed to develop a theoretical model which will allow explaining the relationship between extrinsic motivation, intrinsic motivation, to satisfaction, trust and loyalty of its influence on the product.Analysis of tourist behavior of the various variables above can assist managers in making policies destinations, tourism structures, and infrastructure to become stronger and more competitive. While the managers and marketers can build a more creative marketing and determine tourists segments, which require special attention before making strategic interventions. Tourist behavior, particularly in the purchasing decision back, providing a comprehensive understanding and deepening of the relationship marketing theory and construct theories of behavior in tourism.

2. LITERATURE REVIEW AND RESEARCH MODEL

The development of tourism is now urgently need a strategy to be successful and survive in an increasingly competitive industry. To win the competition, the development of tourism products can be done by understanding the motivation

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of the trip, providing quality service to improve tourist’s satisfaction (Beggs and Elkins, 2012; Swarbrooke and Horner, 2007). The satisfaction of tourists will be able to influence the buying behavior of tourists in the future. Moreover, supported by the fact that there is competition in providing tourist destination, it is important to establish and maintain the actual travelers become loyal travelers. This is what underlies the importance of understanding the role of motivation and satisfaction in the relationship in growing loyalty. Here is described the variables and the relationships between variables, that make up the conceptual relationship in this study, namely:

(a) Intrinsic Motivation

Motivation is a method or process that aims to influence or encourage tourists to get them to do something they desire, to achieve the purpose of buying tourism products effectively and efficiently (Park and Yoon, 2009; Gray, et al. 1984; Gnoth, 1997). Motivation is an impulse arising from within or from outside or the environment as a driving factor towards the goal to be achieved. Motivation has the intensity and different direction (Ryan and Decy, 2000). Two tourists may be motivated to shop, but one of them might have a stronger motivation to do so than the other one. Motivation can be a characteristic that comes from within him. According to self-determination theory a (Deci and Ryan, 1985) human have a need for a competency, but is heavily influenced by the needs of the individual. Things that generate self-determination is different. Intrinsic motivation is the motivation of a person who performs an activity because the activity is interesting for him and can give satisfaction or pleasure (Ryan and Deci, 2000). In line with these opinions, Lindenberg (2001) mentions that intrinsic motivation is motivation that comes from within a person. Intrinsic motivation is internal factors that can generate tourist behavior in determining the tours (England, 2003: 34; Ross, 1998: 33). Intrinsic motivation is a socio-psychological aspect that encourages tourists to diving. This stimulus arises from the needs of individuals in line with the theory of self-determination which implies that individuals are intrinsically motivated tend to show gains in self-esteem (Ryan and Deci, 2000 in Cromptom, 2005). Holden and Sparrowhawk (2002) provide specificity on tourists with characteristic ecotourism have internal motivations, those are the study of nature, physical activity, and meet with other people who have the same activity. So intrinsic motivation in this research is the motivation that comes from within oneself without the need for external stimulation or orders from outside the individual tourists or divers (Mohhammad and Som 2010). According (Lee 2009; Yoon and Uysal, 2005; Kouthoris 2009), tourist motivation becomes the main reason that should be known in interpreting the level of product loyalty. This implies that the traveler who has a strong motivation for traveling, takes effect on the desire to return. In line with the Keating and Kriz (2008); Lee, 2009, emphasizes that the intrinsic motive can

An Examination of the Relationship among Motivation, Satisfaction... �2899 used to explain the desire of traveling that encourage travelers to leave home and look for a vacation destination. More specifically, it is shown, that there is a positive impact on tourist satisfaction in doing visits (Vallerand, 2010, Schuler, et al., 2010; Lee and Liu, 2009; Ryan and Decy, 1985). Thus, intrinsic motivation is motivation that can make a person wants to travel in order to get satisfaction, and intending to repeat the activity in the future (Yoon and Uysal, 2005; Kouthouris, 2009). Based on above hypothesis, it can be hypothesized as follows:

H1: The higher the intrinsic motivation of tourists, the higher tourist satisfaction. H2: The higher the intrinsic motivation of tourist, the higher the loyalty of

tourists

(b) Extrinsic Motivation

Extrinsic motivation is motivation that is influenced by the properties that exist in the sights. Together with a driving factor, extrinsic motivation requires special attention, because this factor aims to determine the choice of product to be purchased. Crompton (1979) identified two indicators that have become decisive in this motivation. Both indicators are novelty and education. Yoon and Uysal (2003) found that extrinsic motivation has positive effect on tourist satisfaction and provide a direct effect on the tourist loyalty. The driving factors at once will cause extrinsic motivation be awakened and affect tourist satisfaction.

Extrinsic motivation is very important influence to the level of tourist satisfaction and confidence. Product loyalty arises when the response and attitude towards the satisfaction and trust becomes negative (Joynathsing adan Ramkissoon, 2010). The main reasons of this opinion are the dominant influence of external motivation to satisfaction. Other studies supporting the relationship of extrinsic motivation with high satisfaction of finding information on destinations and other factors from outside attract tourists to come back to the same destination (Kim, Lee and Kelnosky, 2003). In some behavioral approaches known that motivation also act as antecedent of trust, so that the strong motivation of individuals resulted in increasing tourist trust (Stiglbauer, et al., 2001; Duck, 2009). In contrast to the above findings, Yoon and Uysal, 2005, found a negative effect of extrinsic motivation tourist loyalty. Tourists do not get a lot of travel information and certainty of the destinations. That doesn’t affect the tendency of traveler motivation. Based on above statement of some researchers, it can be hypothesized as follows:H3: The higher the extrinsic motivation of tourists, the higher tourist satisfactionH4: The higher the extrinsic motivation of tourists, the higher the tourist trustH5: The higher the extrinsic motivation of tourists, the higher loyalty to the product. (c) Satisfaction

There are various definitions of tourist satisfaction. The main principles of satisfaction is a comparison between what was expected with the level of

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performance that is perceived by tourists. According to Oliver (1997), satisfaction is an evaluation made by a person between previous expectations and the results obtained from the consumption of a product or service, in this case is the service for at tourist destinations. While Baker and Crompton (2000) concluded satisfaction as an attitude that is shown by the emotional reaction to a product or service. Yi (1991) identified two different concepts, namely the satisfaction of transactional-specific satisfaction and overall satisfaction. Transaction-transactional-specific satisfaction is a concept that refers to the satisfaction of consumer satisfaction ratings after purchasing the product. Overall satisfaction is a concept that measures the satisfaction or dissatisfaction of consumers to a particular product as a whole based on the entire experience in consuming the product. Thus, the overall satisfaction functions of all transaction-specific satisfaction that happened before. The concept used in this study is a thorough satisfaction (overall customer satisfaction). Satisfaction is an attribute that is not the only one that is based on experience. To the possible existence of other antecedent as motivation (Latu and Everett, 2000). By antecedent may indicate the existence of operational consistency motivation and satisfaction. Yoon and Uysal (2005), satisfaction should be perceived from a multidimensional perspective, i.e considering more than one variable observed. Similarly, satisfaction can be used as predictors of loyalty. Travelers are satisfied with the service providers and products purchased, will lead efforts to recommend to others and are willing to go back (Valle et al., 2006).

Customer satisfaction is the focus of attention of academics and marketing practitioners in recent decades. To achieve success in tourism development depends on the manager’s ability to deliver what the wishes of the tourists. Satisfaction is the key success of tourism services (Hui, et al., 2007; Yuksel and Yuksel, 2007; Jang and Feng, 2007; Um, et al., 2006). Further Menon, et al., (1999); Cheng and Lee, (2011), found that satisfaction has a strong influence on the decision to re-purchase from a seller and develop the relationship between seller and buyer. The satisfaction of tourists can create customer retention which may further increase the company’s profits, consider that given the costs of maintaining existing customers is cheaper than the cost of seeking new customers. Besides, the satisfaction does not only encourages the tendency of consumer behavior to make positive word of mouth (Reicheld daan Saser, 1990), but rather to re-purchase. Furthermore Yuksel, et al, 2010 showed that tourist satisfaction affects not only the retention, but can increase loyalty to the product. These findings then reinforced by other researchers that reveal the influence of customer satisfaction on loyalty is positive and significant (Dick and Basu, 1994; Deng, et al. 2010; Yoon and Uysal, 2005; Forgas Coll, et al., 2012; Salegna and Godwin 2005; Taleghani, et al. 2011). However, there are some findings that identify a non-significant relationship between satisfaction and loyalty (Bowen and Chen, 2001; Gomez, Mclauhlin and Wittink, 2004). These findings suggest, that increased traveler satisfaction doesn’t always mean producing a high

An Examination of the Relationship among Motivation, Satisfaction... �2901 level of loyalty, even some have an ambiguous attitude, means satisfied but not loyal, or not satisfied but loyal (Olsen, Wilcox and Olsson, 2005).

Based on previous experience, the tourists have been satisfied with a product, it’s necessary to build tourist trust of these products, so that tourists and destinations relationship became closer (Kim, et al., 2011). Relationship marketing theory suggests that the satisfaction of tourists affect trust in the context of internet users (Franco, et al., 2009). Confidence or trust increases if the level of satisfaction felt by tourists increased and continuously updated so that it becomes a commitment to come back (M’Salem, et al., 2011; Jacob, et al., 2010; Moliner, 2007). This is also reinforced by Ha, et al. in 2010 who formulated a trust as a mediator only between gaps and intention to re-visit the same destinations. So a tourist who settles in the interaction with the destination or vice products will affect trust in the destination. This is believed to be one of the investment returns of the relationship. Based on these findings, this research put forward a hypothesis:

H6:The higher tourist satisfaction, the higher the loyalty on productsH7 : The higher tourist satisfaction, the higher the travelers trust

(d) Trust

Trust to objects, attributes, and benefits shows the perception of the consumer, so the trust of a consumer is different than other consumers. Trust is a marketing concept that emerged from the relational orientation in marketing activities (Payne (1993: 31). Sideshmukh, et al. (2002) stated that trust is one of elements in relational marketing, which is strongly owned by the company. The use of the term relational marketing written by Berry (1983) states that relational marketing is a philosophy or culture which is very important in an organization. Relationship marketing is an attempt to attract, develop and retain customers (Berry and Parasuraman (1991: 33); Reid and Bojanic, 2010: 59; Peppers and Rogers, 2004). In the tourism perspective, relationship marketing describes various marketing tactics, as an effort to maintain the rating after the sale or visits take place, with the aim of creating a repurchase (tourist retention) (Evans and Laskin, 1994; Cosic and Djuric, 2010).

Moorman et al. (1993) defines trust as a willingness to rely on others who have been believed. Trust has two different aspects; those are credibility which refers to the belief that the other party has the expertise in running the duties and benevolence which refers to the seriousness of the other parties in implementing the agreement. Mayer and Gavin (2005) developed a trust property into three parts; those are professional ability, goodwill, and integrity. So, in this context, the integrity of an individual is important in the development of tourist trust. While Moliner, et al. (2007) asserts that besides virtue, trust is determined by honesty. In

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the context of tourist behavior, trust measurements performance on two aspects: the quality of services that have been offered, and the reliability of services that have been offered (Beugelsdij, 2006).

In this context, the trust serves as a protector of the relationships that have been built by (1) continue to work with partners that already exist, (2) reject the short-term alternative that seems interesting, for the benefit of long-term relationships with existing partners, (3) observe potential action, who are at high risk as the precautionary principle on the belief, that its partners will not behave opportunistically (Morgan and Hunt, 1994). Further Morgan and Hunt (1994) convey social exchange relationships, trust becomes antecedent of loyalty will ensure an ongoing relationship and last forever. Trust will encourage tourists to participate in social exchange. To increase loyalty to the product, a strong trust from tourist is needed (Salegna and Fazel, 2011; Sirdeshmukh, et al., 2002; Lau and Lee, 1999). Other findings also found that the trust has a positive and significant influence to loyalty (Chaudhuri and Holbrook, 2001; Lin and Lu, 2010; Sirdeshmukh, et al., 2002; Aydin et al., 2005). Consistent with the above findings, this study hypothesizes as follows:

H8: The higher the rating the confidence (trust) the higher the loyalty. (e) Product Loyalty

Some of the literatures explained that the brand of a product can be successful in some product categories. So labeling of a product into an identity is important as part of strengthening and introduction of products (Zhang, 2010). In tourism, especially diving tourism, various services choice becomes a challenge in strengthening the tourist loyalty. Product loyalty usually refers to the brand loyalty with respect to a particular product or brand, regardless of where the product was purchased (Salegna and Fazel, 2011). From a behavioral approach point of view, product loyalty is defined as strong loyalty level to the product, with indicators of the number of purchases for products or specific brands. Oliver (1997) states loyalty is willingness from the customer to continue with the purchase on a company in the long term and using the same product over and over, as well as recommend it to a friend or other person voluntarily. The level of product loyalty can be measured by monitoring the frequency of purchase or the numbers of consumers are turning to the product or other brand in the same product category (Javalgi and Moberg, 1997). Loyalty to the product is one of the success factors for managers to continuously obtain the competitiveness (Lee and Cunningham, 2001). A tourist can have loyalty in tourism products with no loyalty to the service provider. The product category has a greater risk to provide a good or bad perception in the minds of tourists. For that, when consumers buy a product in a particular category, their experience is also associated with the quality of service and loyalty (Benito and Partal, 2012).

An Examination of the Relationship among Motivation, Satisfaction... �2903 In tourism business, loyalty to products measured by three different indicators, namely the intention to continue buying the same product, buy more of the same product, and willingness to recommend the product to others (Valle, et al. 2006). In the higher competitive conditions of tourism industry, destination marketers are required to attract new tourists, create and maintain tourist loyalty to the brand of a tourist product. Therefore, measuring and analyzing the determining factor of customer loyalty becomes an important part in tourism marketing. Familiarity with the destination, overall satisfaction, socio demographic profiles, and motivation, becomes determinant factor of tourist willingness to make repeat purchases. General Managers use a variable satisfaction as the standard tourist loyalty. However, satisfaction will not create loyalty to the product, without trust (Lee and Cunningham, 2001). Placing confidences in satisfaction as the only thing that is most important in building loyalty, many are indisputable. Consumer satisfaction only explains a quarter of loyalty behavioral deviation or repeat purchase (Burhan, et al. 2003; and Szymanski and Herand, 2001). Likewise researchers like Mittal and Kamakura (2001); Burham, et al. (2003) suggested understanding the various factors that can build product loyalty, not merely of tourist satisfaction.

Product loyalty can be measured by various indicators, among others (Assael (1992: 65; Jamaludin, et al. 1992), namely: 1) the extent of the products movement or consumer likes to switch to other products, 2) how long those customers have used these products, 3) whether the product has become a lifestyle, 4) whether customers want to recommend the product to others. While Anastassova (2011; Gallarza and Saura, 2006) states that to be an indicator of loyalty products to destinations can be seen from the characteristic includes three aspects: the cognitive, affective, and behavioral aspects. Lee, et al. (2010) explains there are several indicators in the measurement of product loyalty, namely: 1) the number of visits over five years using the same product, 2) the number of positive recommendations given tourists on others to use or select an existing product, 3) an intention or desire still to make a purchase or visit on products previously purchased, 4) have an emotional attachment that is strong because it has a positive experience on products purchased, 5) have a tolerance for a price adjustment. Based on the above discussion, it can be prepared the conceptual framework of the study. The main variable in this study are intrinsic motivation, extrinsic motivation, and satisfaction, trust, and loyalty products. The relationship of these variables can be seen in picture 2.1:

3. ANALYSIS RESULT

3.1. Methods of Data Collection and Analysis Method

The object of this study is foreign tourists who do diving in Bali. Given this very large study population, the researchers restricted their study on Tulamben area,

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Nusa Penida and Candidasa. Selection of study sample of 300 people conducted by using a non-probability sampling method. From 300 respondents who were involved in this research, only 250 were considered and included in the analysis, while the remaining 50 were not included, because the responses were incomplete. Whole respondents are foreign tourists who do diving in Bali more than one visit. Research data collection is done by using a questionnaire. The questionnaire contains a number of statements that were developed from the grating instrument. The questionnaire was chosen to collect data because respondents are people who know themselves, the statement by the subjects to researchers is true and trustworthy and interpretation of the subject of the question/statement filed to the subject is the same as what is meant by the researcher.

Preparation of a questionnaire based on the indicators refers to the theory. The indicators used in this study is an indicator reflective. In the reflective models, groups of manifest variables associated with latent variables assumed to measure indicators that manifests construct. Seen as an indicator of the effects of latent variables that can be observed empirically. The hallmark of the variables measured in the reflective scale is togetherness between the measuring indicators (common factor) (Hair, et al., 2010). Prior to the data collection was done, the questionnaire was tested for validity and reliability with 50 respondents who were not included in the data analysis. By using the minimal requirements corrected item-total correlation of 0.30 for validity and Cronbach’s alpha of 0.60 for reliability. The test results showed all items of questions shows valid and reliable in measuring variable research.

This research uses a quantitative approach to implement the data analysis, the analytical methods used in analyzing empirical data gathered researchers include (1) analysis of descriptive statistics intended to determine the frequency distribution

An Examination of the Relationship among Motivation, Satisfaction... �2905 of the answers from the questionnaire, (2) statistical analysis of inferential used to test the research hypothesis is Structural Equation Modeling (SEM), (3) used Sobel test to test the indirect effect. Before testing the hypotheses, researchers have tested the validity and reliability of data used in the data analysis. Referring to Hair, et al., (2010: 627), an indicator is said to be valid if t e”1,96 and reliable if the construct reliability � 0.50. Based on these requirements, all the indicators or question items declared valid and reliable in measuring the variables.

3.2. The Result of Structural Equation Modeling (SEM) Analysis

The variables in this research include intrinsic motivation variable (X1), extrinsic motivation (X2), satisfaction (X3), and loyalty products (Y1).

3.2.1. Measurement Model

The following table presents the average yield and loading factor of each indicator in each research variable.

Based on Table 4.1, noted that all indicators measured the variables significantly. The analysis also showed that the most powerful indicator as a measure of intrinsic motivation (X1) is the relationship/social cohesion (X1.3). If it is associated with the result of the descriptive analysis, it shows that this indicator is in the category of higher/better category (average 3,772 range in the category of 3,41 to 4,20), although it is not the highest indicator that perceived by the respondents. This shows that tourists will obtain a high intrinsic motivation, primarily due to the high correlation/social cohesion which is owned by the travelers. Extrinsic motivation (X2) variable shows that the most powerful indicator as measurement is, following friend’s activities (X2.4). If it is associated with the result of the descriptive analysis, it shows that this indicator is also highest indicator that perceived by respondents and this indicator is in the higher/better category (average 3,900 range in the category of 3,41 to 4,20). This shows that travelers will get extrinsic high motivation, primarily due to high desire to follow the activities of friends, thus supporting high extrinsic motivation for travelers to do diving in Bali. Next, the results of confirmatory factor analysis in Table 4.1 shows that strongest indicators as a measure of satisfaction (X3) is that diving activity helps relieve stress (X3.4). If it is associated with the result of descriptive analysis, it shows that this indicator is in the higher/better category (average 3,956 range in the category of 3,41 to 4,20), although it is not the highest indicator that perceived by the respondents. This shows that tourists will receive high satisfaction, mainly due to the perception that the high diving activity helps relieve stress. In fact, the activity related to nature, such as diving, is very helpful to relieve stress, thus supporting tourist’s high satisfaction to do diving in Bali.

In the belief variable (X4), it shows that the third indicator, namely the competence and knowledge of diving in Bali service providers (X4.3) has the highest

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Table 4.1

The Result of Loading Factor

Variable Indicator Mean Loading Sig

Intrinsic motivation (X1) X1.1 For knowledge 4.108 0.565 0.000 X1.2 To improve the competence 4.052 0.671 0.000 of diving

X1.3 To establish a relation or social 3.772 0.679 0.000 cohesion

X1.4 For sensation or relaxation 3.528 0.548 Fix Extrinsic Motivation (X2) X2.1To improve diving achievement 3.832 0.613 0.000

X2.2 Diving di Bali gets adequate facilities 3.740 0.470 0.000 X2.3 Bali has underwater diversity 3.892 0.632 0.000 X2.4 Following an invitation of a friend 3.900 0.681 Fix Satisfaction (X3) X3.1 Diving is a main choice in travelling 4.024 0.508 0.000

X3.2 Experience gained is precisely the 4.064 0.485 0.000 same as expected

X3.3 On the whole diving environment 3.868 0.507 0.000 in Bali is as expected

X3.4 On the whole the service given is 3.956 0.626 0.000 as expected,

X3.5 On the whole th need for diving 4.016 0.413 0.000 is fulfilled

X3.5 Overall it is interesting to do

diving in Bali 4.020 0.500 Fix

Trust (X4) X4.1 believe that my provider would 3.908 0.564 0.000 act in my best interest

X4.2 I would characterize my current 4.000 0.568 0.000 provider as honest

X4.3 In general, my provider is very 3.968 0.659 0.000 knowledgeable about diving and its

services

X4.4 I general, destination safety 4.028 0.630 Fix for diving

Product loyalty (Y1) Y1.1 Do not want to switch from 3.500 0.496 Fix diving in Bali.

Y1.2 Always choose diving when 3.832 0.734 0.000 travelling in Bali.

Y1.3 Diving becomes life style 3.968 0.594 0.000 Y1.4 Would recommend diving 4.140 0.519 0.000 to others

Y1.5 Would like to come back to the 3.868 0.571 0.000 destination in 2 years’ time

An Examination of the Relationship among Motivation, Satisfaction... �2907 value of loading factor compared to four other indicators. If it is associated with the result of descriptive analysis, it shows that this indicator is in the higher/ better category (average 3,832 range in the category of 3,41 to 4,20), although it is not the highest indicator that perceived by the respondents. This shows that travelers are considered to have high trust, primarily seen from the competence and diving operators knowledge in Bali.

On product loyalty variable (Y1), it shows that the second indicator who always choose diving (Y1.2) has the highest value of loading factor compared to four other indicators. If it is associated with the result of descriptive analysis, it shows that this indicator is in the higher/better category (average 3,832 range in the category of 3,41 to 4,20), although it is not the highest indicator that perceived by the respondents. This shows that travelers are considered high loyalty, primarily seen from the attitude that always choose diving in the tour.

3.2.2. Structural equation model (SEM) Assumption Testing

Assuming that must be fulfilled prior to SEM analysis, is the assumption of normality, absence of outliers, and linearity. The multivariate normality assumption was tested with the help of software AMOS 6. In univariate normal distribution of data has been dominant since the absolute value of CR compared with the distribution of the critical value Z at ± = 5% ± 2.58 shows the value smaller than the value of Z. In univariate test, there are two indicators which is not normal distributed, those are data X3.2 with X.4.3, with each value of 4.116 and 4.601. However, based on arguments of central limit, if the sample is greater then the statistics will be normally distributed. With a sample size of n = 250, then the data of this research is agreed meet the arguments of central limit, so the assumption of normality of the data is not critical and can be ignored.

To test the presence or absence of outliers, can be seen with Mahalanobis Distance (Md). Mahalanobis distance is evaluated using a value of 128.565. From Mahalanobis distance to the most far distant observation point is the 175th respondent with a value Md = 87.069. Compared to the value 150.7, the value of 175th Md point is <128 565, so it can be concluded that all points of observation is not an outlier. Linearity assumption testing is done with Curve Fit method. Linearity test results shows all models were significant linear because the Sig value is > 0.05, thus concluded that the assumption of linearity has been fulfilled.

3.2.3. Goodness-of-fit measures for the structural equation model

The test results of overall goodness of fit models, according to the results of SEM analysis, to determine whether the hypothetical model supported by empirical data, are given in Table 4.2 below:

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Table 4.2

Goodness of Fit Testing Results Overall Model

Criteria Cut-of value Result Remarks

Chi Square Small 347,938 Good Model

p-value � 0,05 0,060 Good Model

CMIN/DF � 2,00 1,869 Good Model

GFI � 0,90 0,912 Good Model

AGFI � 0,90 0,882 Marginal

TLI � 0,95 0,950 Good Model

CFI � 0,95 0,960 Good Model

RMSEA � 0,05 0,059 Good Model

Goodness of Fit Overall test result based on picture and table 4.2 shows that 7 of the 8 criteria indicate a good model except AGFI marginal. According to (Hair,et al, 2010), the best criteria that is used as a good indication of the model, is the value of Chi Square / DF is less than 2, and RMSEA was under 0,08. In this research, the value of CMIN/DF and RMSEA has fulfilled the cut-off value. Chi square results show Ç2 = 347.938, with a probability value of 0.060 which is above the limit of 0.05. It means that there is no difference between the sample covariance matrix and population covariance matrix, therefore the model is acceptable. An index measuring the suitability of the model GFI, AGFI, TLI, CFI, RMSEA, and CMIN / DF are in the expected range of values (Hair, et al 2010). Therefore, the SEM models in this research is suitable and feasible to be used, to allow interpretation for further discussion. It also shows that this model could be replicated in similar samples of the same population.

3.2.4. Analysis of Structural Equation Modeling (SEM)

In this structural model, eight (8) hypothesized relationship between the variables (direct influence) have been tested. This test used the value of standardized estimate (regression weight) in the form loading factor. If standardized estimate (regression weight) (»i)> 0,050, with CR> t table = 2.00, and the probability <± = 0.05, then the loading factor lambda parameters (»i) of the indicator is valid. The results showed all variable indicators have standardized estimates (regression weight) in the form loading factor or lambda (»i)> 0.50, the critical value CR> 2,000 and has a probability of less than 0.05 (mark *** means <0.001). Thus, it can be said that all the indicators of the latent variable are valid or significant to reflect latent variables. The results of testing the relationship between the research variables, is fully presented as follows:

An Examination of the Relationship among Motivation, Satisfaction... �2909 Table 4.3

Structural Model SEM Results: Direct Impact

Relationship between variables Std coefficient P-value Remarks

H1: Intrinsic Motivation (X1) � Satisfaction (X3) 0.341 0.001 Significant H2: Intrinsic Motivation (X1) � Product Loyalty (Y) 0.187 0.022 Significant H3: Extrinsic motivation (X2) � Satisfaction (X3) 0.232 0.001 Significant H4: Extrinsic motivation (X2) �Trust (X4) 0.028 0.679 Non Significant H5: Extrinsic Motivation (X2) � Product loyalty (Y1) 0.357 0.001 Significant H6: Satisfaction (X3) � Trust(X4) 0.471 0.001 Significant H7: Satisfaction (X3) � Product Loyalty (Y1) 0.093 0.169 Non Significant H8: Trust (X4) � Product Loyalty (Y1) 0.304 0.007 Significant

Graphically presented as follows (the dashed lines denote that the relationship is not significant):

Figure 4.1: The Structural Model of SEM Result

The calculation results in Table 4.3 and Fig. 4.1, shows that from eight hypotheses constructed in this research, only two were not significant, those are the relationship between satisfaction and loyalty, and extrinsic motivation with trust. This indicates that there is a mediating role in the satisfaction and trust, in the relationship between motivation and loyalty. This shows the significance of direct effect between extrinsic motivation and trust, as well as satisfaction and product loyalty.

The influence of regression coefficient from intrinsic motivation (X1) and extrinsic motivation (X2) to the satisfaction of 0,341 and 0,232 with a significance level of 5% shows the first hypothesis (H1) and (H3) is proved. The positive mark of coefficient indicates that both relationship are directly proportional. This finding illustrates, that when the tourists have high intrinsic and extrinsic motivation, he

2910 � I. Wayan Suardana

also has a tendency to get high satisfaction. Satisfaction was obtained because of the encouragement from the inside and the outside environment of the individual, to realize the motivation. These finding proves the implementation of the self-determination theory, where satisfaction or pleasure is created from the sincerity with a strong push from within ourselves. It is also consistent with the opinion of Ryan and Deci (1985) that intrinsic motivation is the internalization of a process in obtaining satisfaction. These findings are also consistent and corroborate the findings Yoon and Uysal (2005); Lee (2009); Esichikul, (2012); Schuler, et al. (2010); Gnoth (1997); Vallerand (2010); Correaia, et al. (2009); Crompton, (1979).

This research also shows that trust is influenced by traveler satisfaction, while extrinsic motivation is not able to prove the existence of such influence. Coefficient value is 0,471 with 5% significance. This proves that the only satisfaction of antecedent is from trust, so that the hypothesis H6 is proven, while the H4 is not proven. These findings support the theory of marketing relationship (Berry, 1995), that customer satisfaction is very important but not sufficient to achieve marketing goals. To create travelers trust, necessarily needed positive experience of the travelers. Besides the above facts, it also shows that external influences, namely destination, was not affecting the tourists trust. Diving becomes specific activities, so that experience is the main consideration in deciding to purchase a product, rather than advertising information or facilities in destinations. Satisfaction with the tourist destinations and facilities which are perceived by return travelers are more satisfying than the first visitors. This finding indicates that the respondents feel the trust when they find satisfaction in the tour. These findings support previous research, which states that satisfaction (Yen, et al., 2004; Sanchez-Franco, 2009; Rexha, et al., 2003; Walters, et al., 1999; Kim et al., 2011 and Chiung and Wen 2007) has positive effect on traveler’s trust.

In addition, the result of this research indicates that the product loyalty is influenced by intrinsic motivation, extrinsic motivation, and trust with 5% significance. Regression coefficient indicated by 0,.187 intrinsic motivation, 0,57 extrinsic motivation, and 0,304 trust value. In addition to proving the second hypothesis (H2), the fifth hypothesis (H5) and eighth hypothesis (H8), these findings suggest that respondents would be loyal if they have motivation for the visit, and trust. So travelers are loyal to the products, not only because they are satisfied, but rather on the trust that arises and strong motivation from within and from outside tourists. Although satisfaction had no significant effect, but remained a strong predictor in the decisive return visit (Sirdesmukh, Singh and Sabol (2002); Lin and Lu (2010). Travelers’ satisfaction can indirectly affect product loyalty, but through trust. This proves that the satisfaction not be the sole determinant of a return visit, but on the motivation of the individual (Olsen, Wilcox and Olsson, 2005). This indicates that the loyalty to products are used not solely because of satisfied, but because they believe in the product and has a strong motivation to

An Examination of the Relationship among Motivation, Satisfaction... �2911 travel back. In addition to the direct effect test, the SEM is also known indirect effect. The indirect effect is the result of multiplying two (2) direct effects. Testing approach of the indirect affect is using Sobel Test tools, for the two no significant direct effect above, those are the effect of extrinsic motivation on trust, as well as the influence of satisfaction on product loyalty. Here are presented the results of the indirect effect:

Table 4.4 Indirect Effect

Relationship between variables Std P-value Remarks coefficient

Mediation 1. Extrinsic Motivation (X2) � 0.232x0.471 0.009 Significant Satisfaction (X3) � Trust (X4) = 0.109 Full mediation Mediation 2. Satisfaction (X3) � Trust (X4) � 0.471x0.304 0.002 Significant

Product loyalty (Y1) = 0.143 Full mediation

The test results as follows: The indirect effect between extrinsic motivation (X2) on trust (X4) via satisfaction (X3), obtained p value of 0.009 (> 0.05) and the coefficient of the indirect influence of 0,109. So the conclusion is, there is a significant indirect effect between extrinsic motivation (X2 ) on trust (X4) via satisfaction (X3). It means, that the higher value of extrinsic motivation (X2), will affect the value of trust (X4) through satisfaction (X3). This illustrates that the tourists motivation does not only incr ease the loyalty of the product but also increase tourist satisfaction. Furthermore, this research shows that satisfaction becomes full mediators on motivational influence with trust. These findings corroborate the findings of Ryan and Deci, (1985) and Mundet and Ribera, (2001).

The indirect effect between satisfaction (X3) on products loyalty (Y1) through the trust (X4), obtained p value of 0.002 (> 0.05) and the coefficient of the indirect influence of 0.143. So it can be concluded that there is a significant indirect effect between satisfaction (X3) on products loyalty (Y1) through the trust (X4). It means that, the higher value of satisfaction (X3), will affect the value of products loyalty (Y1) through trust (X4). In other words, that the satisfaction not only increase loyalty but also increase the tourist trust. This formulation also showed that trust acts as a mediator on the effect of satisfaction with the product loyalty. So trust as a fundamental element for the success of a relationship marketing (Berry, 1995). This finding is consistent with Morgan and Hunt, 1994; Kim, et al 2011; Caceres and Paparoidamis, 2007).

4. DISCUSSION AND IMPLICATION

From these results, it is known that the loyalty of the product is not only determined by the satisfaction and trust but also determined by a strong motivation from the

2912 � I. Wayan Suardana

past experience. In other words, the existence of a strong motivation can make consumers remain loyal to the products they used, even though at that time they feel dissatisfaction or distrust of the product. The findings also show the role of satisfaction and trust as an intermediary variable or full mediator on the relationship between motivation and loyalty, because extrinsic motivation indirectly affect trust. Meanwhile, satisfaction also indirectly affects the loyalty to the product. This shows that the satisfaction and trust are needed in increasing the tourist motivation to grow the tourist loyalty to the product. Empirically, this model proves tourists encouragement directly or indirectly increase product loyalty, if tourists get the satisfaction and trust from the past experience. The loyalty shown by the intention to re-use the same product while travelling, recommending the same product to others, and have a tendency to be directly involved in the same activities in the future.

The result of this research provides a theoretical and practical implication. These findings are consistent and reinforce the results of previous researches, particularly those which are conducted by Yoon and Uysal (2005); Kim, Lee, and Klenosky, 2003; Careres and Paparoidamis, 2007; Sirdeshmukh, et al 2002: Kim, et al, 2011). Theoretically, the consistency of these findings suggests the establishment (robustness) from the influence of motivation, satisfaction and trust in improving tourist loyalty. Besides, these findings also strengthen and deepen the implementation of the theory of decision-making on the behavior of tourists (Swarbrooke abd Horner, 2007), relationship marketing (Berry, 1995) and self-determination theory (Ryan and Deci, 1985).

Furthermore, for tourism marketing practitioners, this research provides an overview that should be considered in developing a marketing strategy, particularly in building product loyalty in tourism services. The findings of this research indicate that satisfaction is not the only determinant of loyalty to the product, but is also determined by the level of their trust and their strong motivation from within and from outside. The evidence of the mediating role of satisfaction and trust indicates that the tourist motivation is not only able to increase loyalty but also build satisfaction level and tourists trust, which ultimately make loyal travelers. The existence of satisfaction and consumers trust, making tourists thinks less of other alternatives which are available in the tourism market. Further, increase customer satisfaction and trust will be very useful in making consumers remain loyal, especially at the time of high competition and barriers to move are very less. Satisfaction and trust can be built through the development of emotional relationships and the development of product differentiation that can benefit the tourists both economically and emotionally. Product differentiation is done by determining new things rather than the perspective that is commonly used. In addition, all the factors that influence satisfaction, especially motivation, can be clearly identified and integrated in

An Examination of the Relationship among Motivation, Satisfaction... �2913 synergy to create a quality experience travel to all service aspects, that allows for travelling back and recommending others.

5. CONCLUDING COMMENTS

From the above results, some conclusions were obtained as follows: (1) intrinsic motivation and extrinsic motivation influence on satisfaction, (2) extrinsic motivation and satisfaction affect the trust, (3) the intrinsic motivation; extrinsic motivation, satisfaction, and trust affect the product loyalty. Tourist satisfaction tested into a full mediation on relationship between extrinsic motivation and trust. Besides, trust is also a full mediator in the relationship between satisfaction and product loyalty. Satisfaction and trust become variables into the relationship between motivation and product loyalty. It means, to build product loyalty, not just satisfaction and trust are concerned, but tourist motivation has to be noted as well. This research has several weaknesses that need to be overcome for researchers who are interested to make research about product loyalty, especially in the subject of research. This research was conducted on the diving activities as a representation of the tourism market. To obtain findings that can be generalized in the tourism market, researchers need to use other tourist activities to test the consistency of findings across the market.

Acknowledgements

The authors gratefully acknowledge the helpful comments of Prof. Dr. IKG. Bendesa, M.A.D.E, and the anonymous reviewers for providing constructive comments.The authors also thanking Prof Dr. Made Antara, MS for his editorial assistance.

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synergy to create a quality experience travel to all service aspects, that allows for

travelling back and recommending others.

5. CONCLUDING COMMENTS

From the above results, some conclusions were obtained as follows: (1) intrinsic

motivation and extrinsic motivation influence on satisfaction, (2) extrinsic

motivation and satisfaction affect the trust, (3) the intrinsic motivation; extrinsic

motivation, satisfaction, and trust affect the product loyalty. Tourist satisfaction

tested into a full mediation on relationship between extrinsic motivation and trust.

Besides, trust is also a full mediator in the relationship between satisfaction and

product loyalty. Satisfaction and trust become variables into the relationship

between motivation and product loyalty. It means, to build product loyalty, not

just satisfaction and trust are concerned, but tourist motivation has to be noted as

well. This research has several weaknesses that need to be overcome for researchers

who are interested to make research about product loyalty, especially in the subject

of research. This research was conducted on the diving activities as a representation

of the tourism market. To obtain findings that can be generalized in the tourism

market, researchers need to use other tourist activities to test the consistency of

findings across the market.

Acknowledgements

The authors gratefully acknowledge the helpful comments of Prof. Dr. IKG. Bendesa, M.A.D.E, and the anonymous reviewers for providing constructive comments.The authors also thanking Prof Dr. Made Antara, MS for his editorial assistance.

References

Anastassova, L. (2011), Tourist Loyalty and Destination Brand Image Perception: the Case of Sunny Beach Resort, Bulgaria. European Journal of Tourism Research.4 (2). ISSN: 1994-7658. pp 191-204.

Assael, Henry. (1992), Consumer Behavior and Marketing Action. Fourth Edition. Publishing Company.

Baker, Dwayne A. and Crompton, John L. (2000), Quality, Satisfaction And Behavioral Intentions. Annals of Tourism Research, Vol. 27, No. 3. pp. 785-804, Elsevier Science Ltd. All rights reserved.

Beggs, B. A., and Elkins, D. J. (2012),  The Influence of Leisure Motivation on Leisure Satisfaction.  LARNet; The Cyber Journal of Applied Leisure and Recreation Research. Volume 15, Issue 3, Fall 2012, Pp 1-12.

Benito, Oscar G., and Partal, Mercedes. M. (2012) Role of Retailer Positioning and Product Category on the Relationship Between Store Brand Consumption and Store Loyalty. Journal of Retailing 88. No. 2. Elsevier.

Berry, L.L., and Parasuraman, A. (1991), Marketing Service-Competing Trough Quality. New York: Free Press.

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