Visitor Behavior - Bali as a Tourist Destination

Tourists/visitors are motivated to attend a destination for many different reasons. Understanding visitors and their motivation are one of the keys to a destination's long-term sustainability as an attractive tourist destination In this report, you are expected to choose a destination you have not been to before and using tourist/visitor motivation theory identify at least two recommendations for the destination to assist them in to be competitive in the long term. This will require you to research and detail the following: • An overview of the destination, including geographical information, unique selling points (USPs), visitor experiential components, and identification of the key stakeholders responsible for promoting and managing the sustainability of the destination. • Analysis of the three (3) main motives for tourists to visit this destination

Running head: VISITOR BEHAVIOR
VISITOR BEHAVIOR: AN ANALYSIS OF THE MOTIVES OF TOURISTS FOR
VISITING BALI, INDONESIA
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
1.0 Introduction................................................................................................................................2
2.0 Overview of Bali as a Tourist Destination................................................................................2
3.0 Factors which motivate the tourists to visit Bali.......................................................................5
4.0 Destination Competitiveness and Sustainability.......................................................................7
5.0 Recommendations......................................................................................................................7
6.0 Conclusion.................................................................................................................................8
References........................................................................................................................................9

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1.0 Introduction
According to the Ibisworld.com (2020), the total profitability registered by the global
tourism industry for the year 2019 was more than $1.7 trillion with a growth rate of 1.5% and
this account for more than 11.9% of the entire GDP of the world. Sanders and Willson (2017) are
of the viewpoint that despite the exponential growth attained by the global tourism industry, it
had been seen that the tourism industries of not all the nations of the world have been able to
attain uniform growth. More importantly, the growth of the tourism industry of the different
nations or their tourism destinations substantially depends on the extent to which they are being
able to fulfill the needs or the expectations of the tourists (Chong, 2019). Furthermore, the tourist
destination also needs to have various motivation factors which in turn would influence or propel
the tourists to visit the concerned destination. The purpose of this report is to undertake an
analysis of the motivation factors which propel to tourists to visit the tourist destination of Bali in
Indonesia while discussing the competitiveness as well as the sustainability of the concerned
destination as well.
2.0 Overview of Bali as a Tourist Destination
Bali, an Indonesian island, is one of the most picturesque islands of the world and is
known for its forested volcanic mountains, beaches, iconic rice paddles, coral reefs and others
(Pickel-Chevalier, 2017). More importantly, the concerned island is also known for the large
number of religious temples like Uluwatu Temple, its lively beachside bars, beachside resorts
and others (Budiasa, Suparta & Nurjaya, 2019). The location of the Bali is being indicated by the
below given map of the same-

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Figure 1: Geographical Location of Bali, Indonesia
Source: Balitourismboard.org (2020)
Bali over the years had become the most important tourist destination of the nation of
Indonesia and in the year 2018 more than 6,070,473 tourists from the different parts of the world
visited the concerned destination (Balitourismboard.org, 2020). Furthermore, Bali is the 20th
most visited tourist destination of the world and this in turn had made the tourism industry of
Indonesia the 9th fastest growing tourism industry of the world (Law et al., 2016). The below
given figure indicates the percentage of tourists from the different nations of the world visiting
Bali in the last five years-

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Figure 1: Percentage of tourists from different nations visiting Bali
Source: Kuhn et al. (2019)
Pickel-Chevalier and Ketut (2016) are of the viewpoint that there are various reasons for
the emergence of Bali as one of the most important tourist destinations not only of the nation of
Indonesia but also of the entire world in the recent years. Firstly, the concerned destination has
various tourist attractions like the Mount Batur, Pura Tanah Lot, Uluwatu Temple, Ubud
Monkey Forest, Tegallalang and Jatiluwih Rice Terraces, Waterbom, Pura Ulun Danu Bratan
and others which had attracted tourists from all over the world over the years
(Balitourismboard.org, 2020). Secondly, the unique cultural heritage of the concerned destination
along with the plethora of cultural, arts and social events which are being organized on a regular
basis like the “Ubud Art & Culture”, Traditional Balinese Festival and others also form the
center of attraction for the different tourists (Khamdevi & Bott, 2018). Thirdly, the tourists also
get to indulge in various fun activities at the concerned destination like scuba diving, skiing,

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surfing, Kintamani and Barong tour, shopping and others which had significantly enhanced the
satisfaction level of the tourists as well (Wright, 2016). These features along with the natural
picturesque beauty of the concerned island are some of the most important unique selling points
of Bali which in turn had made it one of the most visited international tourist destinations of the
entire world.
3.0 Factors which motivate the tourists to visit Bali
Ernawati, Sanders and Dowling (2017) are of the viewpoint that the success of the
different tourist destinations is greatly determined by the tourism services which are being
offered by the concerned destination and also the effectiveness with which the needs or the
requirements of the tourists are being taken into consideration within the same. Adding to this,
Budiasa, Suparta and Nurjaya (2019) have noted that an important factor which motivates the
tourists to visit a particular tourist destination is the effectiveness of the tourism, hospitality,
entertainment, transportation and other related services which are being offered by the concerned
destination. In the case of Bali, it is seen that the concerned destination has a well development
hospitality industry with some famous hotels like Golden Tulip Jineng Resort Bali, Grand
Mirage Resort & Thalasso Bali, Rama Beach Resort & Villas, Villa Jerami Luxury Villa and Spa
and others which take care of the hospitality needs of the tourists (Hussain et al., 2018).
Furthermore, the concerned destination also boasts of a well-developed transportation which in
turn helps the tourists to easily commute from their hotels to the airport, different tourist
attractions and others (Pickel-Chevalier, 2017). In addition to these, adequate provisions have
also been made for the entertainment of the tourists like the hosting of different cultural, social,
religious, heritage and other kinds of events (Benge & Neef, 2018).

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As discussed by Wright (2016), the environment as well as the tourist attractions of a
particular destination is another important factor which substantially motivates the tourists to
visit a particular tourist destination. In the case of Bali, it is seen that the concerned destination is
one of the most picturesque locations of Indonesia with numerous waterfalls, forested volcanoes,
rice paddles, heritage religious temples, wildlife parks or sanctuaries and others (Pickel-
Chevalier, 2018). Furthermore, the intoxicating scent of incense and the clove oil scent which is
predominant at the concerned destination because of the topical nature of the same is another
important aspect which the tourists do not get to enjoy in the other tourist destinations (Chong,
2019). More importantly, the tourist destination under discussion here also boasts of some of the
world famous tourist destinations like Mount Batur, Pura Tanah Lot, Uluwatu Temple, Ubud
Monkey Forest, Tegallalang and Jatiluwih Rice Terraces, Waterbom, Pura Ulun Danu Bratan
and others which had added much to the delight of the tourists over the years (Khamdevi & Bott,
2018). Moreover, the different activities like scuba diving, traditional message, unique shopping
experience, sky diving, skiing and others that the tourists have the opportunity to enjoy have also
influenced them to visit the concerned destination. Lastly, the tourism board of the concerned
destination over the years have taken the help of effective marketing campaigns which in turn
had created a unique image of the destination in the international tourism industry and also
adequate focus is being given to maintaining a high standard of the tourism services which are
being offered to the tourists along with their experiences as well (Budiasa, Suparta & Nurjaya,
2019). These in short are some of the most important factors which over the years have
motivated the tourists to visit Bali.

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4.0 Destination Competitiveness and Sustainability
Law et al. (2016) are of the viewpoint that the different tourist destinations are required to
ardently follow the concept of sustainability not only for the purpose of facilitating the long-term
growth of the destination but also for enhancing the competitiveness of the same. Adding to this,
Kuhn et al. (2019) have noted that the effective usage of the framework of sustainable tourism or
responsible tourism while helping the tourist destinations to overcome issues like overtourism,
environmental damage and others also helps them to derive adequate economic value from the
same. In the case of Bali, it is seen that the framework of sustainable tourism or responsible
tourism is being followed by the concerned destination for the purpose of enhancing the
competitiveness of the destination while facilitating its long-term growth as well (Sanders &
Willson, 2017). For instance, through the usage of this particular tourism framework, the
concerned destination had been able to overcome the issues of overtourism, environment issues
and others and also derive the required economic value from the tourism activities at the
destination as well (Hussain et al., 2018). This in turn had not only contributed towards the
extensive growth of the concerned destination and also made it one of the most visited
destinations of Indonesia as well.
5.0 Recommendations
The measures which needs to be followed by the tourism board of Bali for facilitating the
long-term growth of the destination and also to make it more competitive are listed below-
 Usage of effective marketing or advertisement campaigns for improving the image of the
destination in the international tourism arena which in turn would influence a larger
number of tourists from the different parts of the world to visit the destination

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 Improvement of the tourism services which are being offered by the destination while
taking into account the hospitality, transportation, entertainment and other related
services offered to the tourists
 Taking into account the needs, expectations or the requirements of the international
tourists for the formulation of the tourism services which in turn would enhance the
satisfaction of the tourists and thereby influence them to undertake repeat visits to the
destination
6.0 Conclusion
To conclude, there are various motivation factors like effectiveness of the tourism
services, hospitality services, transportation services and others which influence the tourists to
visit any tourist destination. Furthermore, the different tourist attractions, fun or entertainment
activities, social, cultural, heritage and other events organized by the tourist destinations also
influence the tourist destinations to visit the destinations. Lastly, the tourism boards also need to
utilize the framework of responsible tourism or sustainable tourism for facilitating the long-term
growth of the destinations and also for enhancing their competitiveness as well. These aspects of
visitor or tourist behavior become apparent from the above analysis of the same in the context of
the tourist destination, Bali.

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References
Balitourismboard.org, (2020). Bali Tourism Board - Your Bali travel guide. Retrieved 3 March
2020, from https://www.balitourismboard.org/
Benge, L., & Neef, A. (2018). Tourism in Bali at the interface of resource conflicts, water crisis,
and security threats. The tourism-disaster-conflict nexus, 33-52.
Budiasa, I. M., Suparta, I. K., & Nurjaya, I. W. (2019, October). Implementation of Green
Tourism Concept on Glamping Tourism in Bali. In International Conference On Applied
Science and Technology 2019-Social Sciences Track (iCASTSS 2019). Atlantis Press.
Chong, D. K. L. (2019). The “Noble” impacts of mass tourism on Bali island: The local
community prospective. Journal of Tourism, Hospitality & Culinary Arts
(JTHCA), 11(2), 82-94.
Ernawati, N. M., Sanders, D., & Dowling, R. (2017). Host–guest orientations of community‐
based tourism products: A case study in Bali, Indonesia. International Journal of Tourism
Research, 19(3), 367-382.
Hussain, Z., Agrusa, J., Lema, J., & Tanner, J. (2018). Tourism Positioning in Bali. Journal of
Tourism Challenges and Trends, 11, 99-131.
Ibisworld.com, (2020). IBISWorld - Industry Market Research, Reports, and Statistics. Retrieved
3 March 2020, from https://www.ibisworld.com/global/market-research-reports/global-
tourism-industry/

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Khamdevi, M., & Bott, H. (2018, March). Rethinking tourism: Bali’s failure. In IOP Conference
Series: Earth and Environmental Science (Vol. 126, No. 1, p. 012171). IOP Publishing.
Kuhn, P., Bendesa, K. G., Wiranatha, A. S., & Oka, I. G. A. (2019). The Antecedents of Golfers’
Satisfaction and Its Effect on Their Loyalties: A Structural Equation Model for Golf
Tourism in Bali, Indonesia. Journal of Tourism and Hospitality Management, 7(1), 66-
73.
Law, A., De Lacy, T., Lipman, G., & Jiang, M. (2016). Transitioning to a green economy: the
case of tourism in Bali, Indonesia. Journal of Cleaner Production, 111, 295-305.
Pickel-Chevalier, S. (2017). Can tourism enhance" nature" in Bali? Toward a new paradigm
through the interculturation process. In Tourism in Bali and the challenge of sustainable
development. Cambridge Scholar Publishing.
Pickel-Chevalier, S. (Ed.). (2018). Tourism in Bali and the challenge of sustainable development.
Cambridge Scholars Publishing.
Pickel-Chevalier, S., & Ketut, B. (2016). Towards sustainable tourism in Bali. A Western
paradigm in the face of Balinese cultural uniqueness. Mondes du tourisme, (Hors-série).
Sanders, D., & Willson, G. (2017). Tourism in Bali: A review for tomorrow. CAUTHE 2017:
Time For Big Ideas? Re-thinking The Field For Tomorrow, 562.
Wright, T. (2016). Beneath the surface of tourism in Bali. The Conversation.