DESTINATION IMAGE OF BALI BASED ON THE PUSH MOTIVATIONAL FACTORS, IDENTITY AND DESTINATION CREATIONS IN THE PERSPECTIVE OF FOREIGN SENIOR TOURIST
Abstract: The strength of the
senior traveler segment is the high purchasing power the length of stay in a
destination, making this market segment increasingly important in present and
future. Consequently, this research aims to establish a model of motivation and
its relationship with the image of Bali as an international tourism
destination, especially from the perspective of senior tourists. This research
employed survey method and utilized a combination of quantitative and
qualitative analytical techniques. Factor analysis condensed various indicators
into several key indicators to form a model with goodness of fit. Indicators
representing push motivation variable include the improvement of health/fitness
and the drive to perform physical exercise. Indicators representing destination
identity variable include the culture and nature of Bali. Indicators
representing destination creation variable include the service quality of
travel agencies and service quality of travel guides. Indicators representing
destination image variable include the image of cultural uniqueness and holiday
atmosphere of Bali. The survey in this study involved 400 respondents of senior
tourists, exclusively only foreign nationals. Goodness of fit is affirmed on
the results of the analysis model, which answered the hypothesis that push
motivation and destination creation affect destination images.
Keywords: Destination
creation, destination identity, destination image, motivational push factor,
senior tourism
Author: I Gusti Bagus Rai
Utama
Journal Code: jpmanajemengg160104
