Understanding the reasons of British tourists to visit Bali

Understanding the reasons of
British tourists to visit Bali

EXECUTIVE SUMMARY
The present study aims to understand what motivates British tourists to visit Bali in order
to increase sales and the number of TUI customers. This is a wide area of research which helps
an individual in exploring idea and recognition in relation to the aspect of travel and tourism and
how it is effective for a business to gain growth and progression. The travel and tourism plays an
important role in the growth and development United Kingdom. Therefore, the country has
contributed of around £213 billion to GDP in the year of 2017 and the growth rate of tourism is
increasingly high. The key purpose of this study is to motive British tourist to visit Bali. In this
present study the analysis is based over TUI, thus this is a world’s leading tourism group – an
integrated business that operates in all stages of the customer’s holiday journey. Although the
company is widely focused over providing effective customers experience in respect to gaining
higher growth and success. However, Bali is the newly added location for the TUI’s customers
and the offers of this location is limited, thus this is also a major reason which motivates British
tourist to visit an Indonesian Island that is known for its forested volcanic mountains, coral reefs
and iconic rice paddies. In this present analysis quantitative research methodology is being
applied by the researcher as it is effective in developing a detailed investigation which aid the
entire investigation in right manner to generate accurate outcome via gathering information in
actual facts and figures. In addition to this, the scope of study is wide and in this both primary
and secondary research is developed to gather valuable information. Primary research is mainly
developed via the help of conducting a survey in which questionnaire is being designed to gather
information from the participants and in this sample has been select through applying random
sampling tool from the probabilistic sampling tool. In this visitors are select as they are abler to
provide relevant information. Furthermore, secondary research is being conducted to enhance
theoretical framework with the assistance to books, journals, articles and so on. In this data
analysis has been developed though applying thematic analysis and conclusion has been
developed to summarise the outcome and determine the key motivations for the British visitors
to visit Bali. However, the project also states that the location, view and there are other purposes
like business, education that motivates an individual to visit a new place and attain higher growth
and success.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................1
Background of Research.............................................................................................................1
Background of organisation........................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................3
Chapter Structure........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Different destination places which attract the British Tourists more..........................................5
Reasons of British Tourists to visit Bali.....................................................................................7
Ways by which TUI can attract tourists and enhance its sales...................................................8
Factors impacting customer behaviour to motivate them to go to destination.........................10
METHODOLOGY........................................................................................................................12
Research philosophy.................................................................................................................12
Research approach....................................................................................................................12
Research methods......................................................................................................................13
Research design.........................................................................................................................13
Data collection..........................................................................................................................13

Sampling...................................................................................................................................14
Ethical issues.............................................................................................................................14
Reliability and validity of the study..........................................................................................15
Limitations................................................................................................................................15
Appropriateness of the research design.....................................................................................15
DATA PRESENTATION OR FINDINGS...................................................................................16
ANALYSIS AND DISCUSSION.................................................................................................39
CONCLUSION..............................................................................................................................41
REFERENCES..............................................................................................................................43

TITLE: Understanding the reasons of British tourists to visit Bali.
INTRODUCTION
Background of Research
Travel and tourism plays necessary role in United Kingdom having more impact on
economy every year. In year 2016, this sector made total contribution of around 217 billion
British pounds to GDP in United Kingdom with the continual growth over previous five years.
This sector contributes total of the £213 billion to GDP in year 2017 that mainly expected to
enhance to £265 billion throughout 2028. It is fastest developing sector in United Kingdom and
also expected to develop through 3.8% until 2025 that is 0.5% higher than global average and for
the 10% of all the jobs. United Kingdom country is 10th most visited in world and 4th visited
country in the Europe (Cró and Martins, 2017). Overall Europe has 40% market share of the
international visitors that visit in all over the world with United Kingdom contributing more.
Bali is Indonesian Island that known for forested volcanic mountains, coral reefs and
iconic rice paddies. This is home to the religious sites for an instance cliffside Uluwatu Temple.
In Indonesia, Bali is one of the main tourist destination with rise in the tourism since 1980. The
business related to Tourism makes up 80% of economy (Endi and Prasetyo, 2020). This is
renowned for developed arts consisting leather, music, painting, traditional and modern dance.
Bali is main part of Coral Triangle, area with high biodiversity species marine mainly turtles and
fish. The British Tourists are mainly preferring to visit the Bali because there are more than
17000 island in Indonesia and Bali shine brightest in tourism context. Beyond the magical
temples and stunning beaches, Bali has each kind of the natural beauty. In regards to this, areas
of glorious mountains with the gorgeous waterfalls, flower gardens, secret canyons, lush
greenery and other destinations make up the landscape of island.
Conducting the present investigation is helpful in provide the information and data
regarding the interest of people about the Bali. Mainly people visit Bali for different reasons such
as business, education, adventure and others. It research helps in enhancing the academic and
research skills to conduct the investigation effectively. Britain will have tourism sector more than
£257 billion by 2025 under 10% of GDP of UK and also supporting around 3.8 million of jobs.
Impact of tourism is mainly amplified by economy so its affect is broader than just spending
level directly.

Background of organisation
TUI is Anglo German multinational travel and tourism firm in Germany. This is one of
the biggest leisure in world and owns hotels, cruise ships, retail shops, agencies and airlines. It
was founded in year 1923 in Berlin, Germany. The main focus of this company is to provide the
attractive and better travelling packages to visitors so that they can be loyal towards firm and
enhance sales. As British tourists visit Bali, it helps in enhance the sales and increase number of
the customers. In year 2017, TUI accelerated digitalisation efforts as well as inter alia launched
the two necessary IT initiatives like One CRM and One Inventory Base & One Purchasing. The
knowledge of customer provides the better holiday experience that can be result in the loyal and
satisfied consumers (Hall and et. al., 2019).
Rationale of Research
The rationale behind conducting present investigation is to know about understanding the
reasons of British tourists to visit Bali. This island is more attractive and because of the different
attraction places. At present, Bali is available to the customers of TUI, provide for limited
destination places. In order to enhance the sales as well as sustain customers towards company,
TUI can make the Bali affordable for them through use of own fleet to minimize package cost.
The other reason to conduct the present research is to enhance the personal as well as
professional knowledge. In the personal context, understanding about the different destination
places in Bali and the factors which motivate the British tourism to visit the Bali to enhance sales
and customers for TUI (Kozak, 2016). On the other hand, in professional context, research as
well as the analytical skills of researcher enhanced for the purpose of conducting similar kind of
investigation in future.
Research Aim
This expresses aspiration or intention of research study. This summarise in single sentence
what to attain end of research project. The present investigation is beneficial for organisation
because TUI works at large scale and provides the attractive and reasonable packages to visitors
so, they can travel Bali. More and more people will aware about the services of TUI company
and this will enhance the productivity and well as profitability of company. Other than this,
present investigation will help TUI company in targeting the customers and make segmentation
on the basis of their interest, income level, occupation and others.

The aim of this investigation is “To understand what motivates British tourists to visit
Bali in order to increase sales and the number of TUI customers.” A study on Bali.
Research Objectives
The research objective explains what expect to be attain through project. These are
mainly expresses in term of lay and directed more to client as to investigator. It explains
concisely what an investigator trying to be attained (Lianto and Wijaya, 2019). They mainly
summarise accomplishments an investigator wishes to attain by project and gives the direction to
study.
 To identify the different destination places which attract the British Tourists more.
 To examine the reasons of British Tourists to visit Bali.
 To determine the ways by which TUI can attract tourists and enhance its sales.
 To identify the factors impacting customer behaviour to motivate them to go to
destination.
Research Questions
Research question is question that research project sets out to be answer. Answer related
to the research questions will assist in address research question or issue. The good research
questions help in improving the knowledge on necessary topic and usually specific. The research
questions are mention below:
 What are the various destination places which attract the British Tourists more?
 What are the reasons of British Tourists to visit Bali?
 Which ways TUI can used to attract tourists and enhance its sales?
 What are the different factors impacting customer behaviour to motivate them to go to
destination?
Chapter Structure
The chapter structure of research provides the proper understanding of the different
chapters included. It is necessary for researcher to identify all the chapters included in project.
The different chapters included in the current research project mention below:
Introduction- This is the first chapter and present core research aim and questions. This
this chapter, necessary to set up the topic, rationale and relevance of research.

Literature Review- It is the secondary chapter and research questions will be addresses
by using the secondary method of data collection. The different sources can be used for gathering
information are books, internet sources, journals and others (Philpot, 2019). This chapter should
support theoretical arguments that demonstrate author has grasp of main findings and ideas
which pertain to specific area.
Methodology- It should give detailed information regarding methodology that mainly
used to replicate study. This chapter will consist about the research method, research design,
research philosophy, research approaches, data collection methods and others.
Data Presentation or Findings- It presents results of analysis in context to research
question and outcomes of the analysis. In this chapter, questionnaire will be developed by use of
primary method of data collection.
Analysis and Discussion- In this chapter, results will mainly have interpreted in context
of research questions with literature. The analysis will provide the answer of research questions.
It will have linked to literature review (Rudiani, Gaffar and Ridwanudin, 2016).
Conclusion- This chapter will have examined that the aim and objectives satisfied. It will
have based on the overall findings of the research project.