Travel Motivation and Domestic Tourist Satisfaction in Bali, Indonesia

Copyright © 2018Authors. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 1* Filda Rahmiati , Norfaridatul Akmaliah Othman , Vincent Bonavisi 2 3 President University, Bekasi, Indonesia 17550 Universiti Teknikal Malaysia Melaka, Melaka, Malaysia 76100 1,3 2 International Journal of Business Studies Vol. 2 No. 2 ( June 2018) 106 CPO of US $ 15.965 billion. It has increased from US $ 12.225 billion in 2015 (Chandra & Damarjati, 2017). Bali has been selected as the best tourist destination in Indonesia, which have been popular worldwide (Aminudin, 2013). Bali Province is one of province in Indonesia where the main source of income based on tourism as the beautiful natural and cultural scenery which interested by tourists. As an increasing number of tourists visiting Bali, it encourage the growth of supporting facilities for tourists such as hotels, accommodation, restaurants, etc (Purnama & Yasa, 2013). Data in 2017 based on Bali Government of Tourism Of ice (2017), there are 2,251 restaurants, 4,290 accommodations consists of 231 stars hotels and 4,059 unstars hotels and various places of interest (natural tourism, spiritual tourism and also shopping tourism). Bali has long been a favorite of tourist destination for sun and surf, but now its coastline disappears under the mountains of garbage. Plastic straws and food packs are strewn amongst the sunbathing tourists, while surfers are swayed behind the waves dodging rubbish that lows out of the river or carried by a swirling current (Welle, 2017). Further, in rainy season, Bali is looded with plastic waste from the ocean. In addition to making the tourist attraction of Bali declining, tons of tons of plastic waste can endanger marine and human life (Utama & Komalawati, 2015; Welle, 2017). Traf ic jam also becomes a problem that occurred in Bali as a form of the economic progress of people of Bali. This traf ic jam occurs in urban areas and some places of tourism in Bali as well as the road to Kuta Beach which causes disruption of accessibility in Bali (Utama & Komalawati, 2015). Tourists who visit a destination aim to relax get distracted by traf ic jam (Hermansyah & Waluya, 2012). As well as cultural issues, the in luence of global culture is also become a problem in Bali because it in luences the identity and character of people of Bali, many people of Bali have been in luenced by global culture (Mukiroh & Setiyorini, 2012). Based on several problems mentioned, this study tries to ind out the satisfaction of tourist (as dependent variable) in Bali based on travel motivation factors (as independent variables). LITERATURE REVIEW Tourism sector in a destination is affected by travel motivation (Isa & Ramli, 2014). Motivation of travel is also viewed as part of psychological and biological needs that encouraging and attracting someone to do tourism activities and expecting satisfaction (Chiu, Zeng, & Cheng, 2016; Correia, Kozak, & Ferradeira, 2013; Isa & Ramli, 2014; Kanagaraj & Bindu, 2013; Khuong & Ha, 2014; Utama & Komalawati, 2015). Eid & El-Gohary (2015) proved that satisfaction is came from cognitive as well as emotional. This suggests that tourists will enjoy a traveling if their expectations match the post-travel experience otherwise tourists who feel their expectations are not in accordance with reality then they will feel dissatis ied (Chen & Chen, 2010). According to Utama and Komalawati (2015), tourists will be able to obtain satisfaction from service that provided by the product of tourism if the service meets the quality of service and in accordance with expectations that expected by the tourists. There are push and pull motivation factors (Chen, 2013; Lien, 2010; Mohammad & Som, 2010; Wang, Luo, & Tang, 2015). Push factor refers to intangible, intrinsic desires of tourist and it could be the individual tourist’s desire to escape, rest and relaxation, health and itness, adventure, prestige, and social (Isa & Ramli, 2014). Further, push factor consists of escape motives (Hermansyah & Waluya, 2012; Liên, 2010; Isa & Ramli, 2014), relaxation (Isa & Ramli , 2014; Mohammad & Som, 2010; Hermansyah & Waluya, 2012; Kanagaraj & Bindu, 2013; Liên, 2010), prestige (Isa & Ramli, 2014; Mohammad & Som, 2010; Hermansyah & Waluya, 2012; Kanagaraj & Bindu, 2013; Liên, 2010), family and friend togetherness (Hermansyah & Waluya, 2012; Liên, 2010), knowledge, health and itness (Liên, 2010; Isa & Ramli, 2014; Kanagaraj & Bindu, 2013), adventure (Liên, 2010; Isa & Ramli, 2014), and social (Liên, 2010); Isa & Ramli, 2014). This study discussed two sub-variables of push factor that are relaxation and prestige, which most


INTRODUCTION
Tourist arrival in global increased by 7% in year 2017 which is 4% or higher growth since 2010 as a strongest results (UNWTO, 2018). Tourism will continue constantly contribution to the economy of the country. It tends to occur in all countries in the world including Indonesia (Hermansyah & Waluya, 2012). Indonesia as one of the countries rely on tourism as a source of foreign exchange earnings, has various tourist destinations for tourists in the world (Wijaya, 2015). Foreign exchange earnings from the tourism sector in 2016 of US $ 13.568 billion were second position after Vol. 2 | No. 2 (June 2018) Bali has been selected as the best tourist destination in Indonesia, which have been popular worldwide. This research aimed to analyze the domestic tourist satisfaction in Bali based on Motivation factors. Previous studies supported that motivation could encourage and attract someone to do tourism activities and expecting satisfaction. This research used a quantitative research method to evaluate the motivation factors of Relaxation, Prestige, Cultural, and Accessibility on Tourist Satisfaction. Non-probability sampling with convenience sampling was used in this study. Questionnaires was distributed to 110 tourist tested with validity and reliability before data analysis. All the indicators are valid and reliable which further analyze motivation factors on tourist destination. Data analysis used in this research were multiple linear regression. The result af irmed that relaxation, cultural, and accessibility have signi icant on tourist satisfaction in Bali, hence, prestige has no signi icant on tourist satisfaction. Further, all motivation factors have simultaneously signi icant on tourist satisfaction in Bali with 76.3% of adjusted R². CPO of US $ 15.965 billion. It has increased from US $ 12.225 billion in 2015 (Chandra & Damarjati, 2017).
Bali has been selected as the best tourist destination in Indonesia, which have been popular worldwide (Aminudin, 2013). Bali Province is one of province in Indonesia where the main source of income based on tourism as the beautiful natural and cultural scenery which interested by tourists. As an increasing number of tourists visiting Bali, it encourage the growth of supporting facilities for tourists such as hotels, accommodation, restaurants, etc (Purnama & Yasa, 2013). Data in 2017 based on Bali Government of Tourism Of ice (2017), there are 2,251 restaurants, 4,290 accommodations consists of 231 stars hotels and 4,059 unstars hotels and various places of interest (natural tourism, spiritual tourism and also shopping tourism).
Bali has long been a favorite of tourist destination for sun and surf, but now its coastline disappears under the mountains of garbage. Plastic straws and food packs are strewn amongst the sunbathing tourists, while surfers are swayed behind the waves dodging rubbish that lows out of the river or carried by a swirling current (Welle, 2017). Further, in rainy season, Bali is looded with plastic waste from the ocean. In addition to making the tourist attraction of Bali declining, tons of tons of plastic waste can endanger marine and human life (Utama & Komalawati, 2015;Welle, 2017).
Traf ic jam also becomes a problem that occurred in Bali as a form of the economic progress of people of Bali. This traf ic jam occurs in urban areas and some places of tourism in Bali as well as the road to Kuta Beach which causes disruption of accessibility in Bali (Utama & Komalawati, 2015). Tourists who visit a destination aim to relax get distracted by traf ic jam (Hermansyah & Waluya, 2012). As well as cultural issues, the in luence of global culture is also become a problem in Bali because it in luences the identity and character of people of Bali, many people of Bali have been in luenced by global culture (Mukiroh & Setiyorini, 2012). Based on several problems mentioned, this study tries to ind out the satisfaction of tourist (as dependent variable) in Bali based on travel motivation factors (as independent variables).

LITERATURE REVIEW
Tourism sector in a destination is affected by travel motivation (Isa & Ramli, 2014). Motivation of travel is also viewed as part of psychological and biological needs that encouraging and attracting someone to do tourism activities and expecting satisfaction (Chiu, Zeng, & Cheng, 2016;Correia, Kozak, & Ferradeira, 2013;Isa & Ramli, 2014;Kanagaraj & Bindu, 2013;Khuong & Ha, 2014;Utama & Komalawati, 2015). Eid & El-Gohary (2015) proved that satisfaction is came from cognitive as well as emotional. This suggests that tourists will enjoy a traveling if their expectations match the post-travel experience otherwise tourists who feel their expectations are not in accordance with reality then they will feel dissatis ied (Chen & Chen, 2010). According to Utama and Komalawati (2015), tourists will be able to obtain satisfaction from service that provided by the product of tourism if the service meets the quality of service and in accordance with expectations that expected by the tourists.
Relaxation is about taking short walks, learning about the local nature and then not needing to worry about what to do as daily program should be available as well as organized trips, and other packages (Hermansyah & Waluya, 2012). Stated by Pesonen et al. (2013) "relaxation is tourists experience to relax because they want to escape from the usual environment and rest when on holiday to get satisfaction". On the other hand, Prestige in the study of tourism is the desire of tourists to increase the social status and to visit a destination that would impress their friends and family (Mohammad & Som, 2010).

RESEARCH METHOD
The quantitative approaches are used in this study to ind that relaxation, prestige, cultural, and accessibility can create tourist satisfaction in Bali. In this research, the researcher using primary data that obtained directly from the questionnaire that used for survey using ive-point scale of Likert Scale. Do pretest using validity test and reliability test. When the questionnaire valid and reliable, the researcher spread the real test and collect them for data analysis. The researcher used Google Form to make the questionnaire. After that, the researcher distributed the questionnaire to respondents. The link of the questionnaire was distributed through social media like WhatsApp, LINE, etc.
The population of this study is tourists who ever been holiday to Bali and this research collected 110 returned questionnaires which will be used for data analysis. Data analysis used in this study is multiple linear regression to predict how the in luence of independent variables to dependent variable partially as well as simultaneously signi icant. Lastly, this research will do coef icient of determination analysis (R2) to measure the strength of dependent variable explained by all independent variables.

RESULT AND DISCUSSION Respondent pro iles
Based on gender, out of 110 respondents' majority of respondents are males with 64 respondents followed by female of 46 respondents as seen on Table 1.
In terms of experience, majority of respondents are repeated visitors with 63 respondents and irsttime visitors of 47 respondents as seen on Table 2.   Rahmiati,Norfaridatul Akmaliah Othman,Vincent Bonavisi / Travel Motivation and Domestic Tourist Satisfaction in Bali, The length of stay of respondents divided into three categories: 1-3 days, 4-6 days, and more than 6 days. Majority of respondents' length of stay are 4-6 days, followed by 33 days of 33 respondents and more than 6 days of 14 respondents as seen on Table 3.

Pre-Test
In this study, Pearson's Product Moment Coef icient Correlation used for test the validity of the questionnaire. By using signi icant level, (α) = 5% (0.05) for two tailed and n = 40 (researcher uses 40 respondents at the sample pre-test), the value of r table is 0.312, means that the r value should be more than 0.312 to be valid as seen in Table 4. Another pretest is reliability test, Cronbach Alpha should be more than 0.6 used to measure the reliability as seen on Table 5.

Multiple Linear Regressions
Below explain the Multiple Linear Regressions equation with details of signi icant in luence partially as well as simultaneously. Lastly, coef icient of determination analysis (R2) to measure the strength of dependent variable explained by all independent variables as seen in Table 6.

Number of Respondents Percentage
First time visit

CONCLUSIONS AND IMPLICATIONS
In this inal study, the researcher draws the conclusion and recommendation developed from speci ically the multiple regression analysis, about motivation factors on tourist satisfaction. Based on result above, three motivation factors of Relaxation, Cultural and Accessibility have positive and signi icant on tourist satisfaction. Whereas, Prestige has negative and insigni icant on tourist satisfaction. Here, researchers see that tourist visit to Bali not for prestige purposes as majority of them are repeated visitor. In overall, all motivation factors have positive and simultaneously signi icant on tourist satisfaction.
Based on signi icant value, relaxation and accessibility have 0.000 signi icant value. It shows that tourist visit to Bali because they enjoy Bali as for relaxation and because of easiness of its accessibility. Bali has international airport which cater most of international lights to make easy for every tourist to visit Bali.
As for recommendations, government of Bali needs to protecting the historical sites and maintaining the infrastructure that already exists and also improve the quality. So, the tourists can feel more satis ied.