Analyzing British Tourist Motivations to Visit Bali for TUI Sales

This study investigates the motivations of British tourists to visit Bali, aiming to provide insights for TUI to enhance sales and customer numbers. The research highlights the significance of travel and tourism in the United Kingdom's economy, with a focus on Bali as a popular destination known for its natural beauty and cultural attractions. The analysis employs a quantitative research methodology, utilizing both primary data collected through surveys and secondary data from various sources. The findings are analyzed thematically to identify key factors influencing British tourists' decisions to visit Bali, including destination appeal, business opportunities, and educational pursuits. The study also explores strategies for TUI to attract more tourists and improve sales by understanding customer behavior and preferences. The conclusion summarizes the key motivations and their implications for TUI's business development.

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.

LITERATURE REVIEW
This gives overview of the present knowledge and gap in existing investigation. This part
of research mainly analyses the synthesise and also evaluate critically to provide clear picture of
knowledge on particular area. For collection of information in literature review, there has been
secondary sources used for an instance articles, internet sources, journals, books and others.
Other than this, literature review develops landscape or reader, providing full understanding of
area developments (Setianingsih, 2020). In regards to this, landscape informs an investigator that
author has been in feed assimilated all previous and necessary work regarding investigation.
There has been consider the opinions as well as viewpoints of different authors regarding
understanding the reasons of British tourists to visit Bali. Literature review mainly conducting to
attaining the objectives effectively. The literature reviews mainly state about the different
destination places which attract the British Tourists more. There are different reasons of the
visitors to visit Bali and take interest while travelling to the different destination places of Bali.
There has been stated that TUI find the effective ways to attracting large number of consumers.
Different destination places which attract the British Tourists more
According to viewpoint of Pushkar R. (2019) Bali is colourful island that lies within
exotic Indonesian archipelago among the 17500 island. Beauty of Bali is incomparable and
unique. Bali is renowned for scenic rice terraces, stunning beaches, tradition, fragrant cuisine and
galore of culture. Bali is connected through flights to South East Asia, Australia and some of the
other parts of world through full service and low cost carriers. Bali borne through waterways as
well as ferries connecting the Indonesia to the Malaysia and Singapore. Bali is famous island
destinations between tourists. British Tourists mainly prefer to visit the Bali because it has the
attracted places. There are various destination places to attract British Tourists more mention
below:
Trek to Mount Batur- Embark trip from the Serrongga to mystical nature beauty Mount
Batur. From soft soothing birds noise to visual delight to eyes with the natural wonders. While
the British tourists hike up trail that push them limits as in end ascent gets rocky and nor for faint
heartened. It is necessary adrenaline pumping adventure sports in Bali that one should
emphatically add in travel plan (Subadra and et. al., 2019).

Tanah Lot Temple- Bali tour would not have completed without visit Tanah Lot
Temple. With majestic setting of sunset backdrops and shoreline, this temple mainly attracts
more visitors across globe. Parched at top at outcrop with waves which crashing on shore. Tanah
Lot temple is perfect place for the tourists as it witnessing stunning sunset or admiring temple
with astonishing architecture.
Lovina- It is the biggest resort area on Bali north Coast. Lovina is known for black
volcanic sand of 5-mile beach. Encompassing the many small villages, it is one of the popular
snorkelling spot and also scuba diving adventurers as northern water are the calmer than south.
In regards to this, the local skippers operating traditional outriggers known as the perahu stand
that ready to take the tourists to diving areas. Calm sea is better for watching the dolphin and
swimming too. For the families, this is idea vacation destination place (Suta, Nahak and Widia,
2018).
Pura Besakih- It is located on slopes of the Gunung Agung which is highest mountain of
Bali. The Pura Besakih is mainly considered necessary of Kanyangan Jagat, 9 directional
temples which developed to protect island from the evil. Temple names after dragon god and
believers say the lives with mountain depths. In regards to this, temple complex consists more
than the 28 structures developed on the 7 ascending terraces (Utama and Suyasa, 2018).
Participating in organised tour is better way to view site as self-designated guides on the site that
can be demanding aggressively.
Ubud- Perched between terraces filed of rice that mainly climb up foothills of central
mountains of Bali, Ubud place is regards as cultural heart of mountain. It is home to most
necessary museums of island consisting Neka Art Museum with most expensive Balinese
paintings collection. There are music and dance performance each day throughout city and large
number of the art galleries and craft shops in order to be explore. Although The Ubud has been
values as better place to learn regarding the culture of Balinese. This only tales bicycle rides or
short walk to be escape crowds as well as commercialisation. Ubud is mainly surrounded
through rolling the rice paddies which develop beautiful greenness impression (Wiranatha and et.
al., 2016).
Seminyak- It is small town that located on south-western coast of the Bali and has been
encompasses through city of the Kuta’s expansive development. Proximity to Kuta, Seminyak is
exclusive destination for vacation in Bali. From five star restaurants and high end boutiques to

spas and luxury hotels, city attracts the well- heeled travellers from around world. In context to
this, although surf is treacherous for swimmers, Seminyak Beach mainly provides the panoramic
views of tourists of Indian Ocean and professional surfaces who flock to area to be ride big
waves.
Reasons of British Tourists to visit Bali
Edira Putri (2020) stated that in Indonesia, there are more than 17000 island and Bali is
still shine brightest. There are the many tropical destinations but for the millions of visitors it
fascinating the island. It has been one of the most popular tourist hotspot due to region that is
being marketed is such a manner that provides impression of the ultimate beauty with clear
sweater and greenery. The British Tourists are mainly preferring to visit Bali because of the
different reasons which given below:
Idyllic beaches- Unending list of the stunning beaches is more obvious reason for visiting
tropical paradise in Indonesia. Each beach has own charm, soft white sand and also limestone
cliffs to be extreme water diving and sports. From luxurious Nusa Dua and Kuta neighbourhoods
to hidden, the remote beaches away from crowds. There is beach for every person, every mood
and every need.
Backpacker haven of Bali- It is few islands which manage to be combine the hedonism
and spirituality. Tourists can be witness coming of the age ceremonies and enjoy the
sundowners. At Ubud, there are dance and musical performances, silverware. Paintings, galleries
and textiles. In regards to this, there is mainly trekking around the terraced rice areas and also
two different volcanoes in north, Bature and Agung (Adeloye and Brown, 2018). In this, Bali
Barat National Park is haven for the macaques, deer and boar that has the dive sites with batfish
schools and jacks.
Incredible waterfalls- Bali has the awesome waterfalls and the British tourist like most to
visit the waterfall places. Although Bali have environmental issues but this is better place to see
the nature. People came to the Bali to chase the waterfalls. North has untouched but few of them
are deep jungle. From the Banyumala, most attractive swimming sport where the tourists can be
cliff jump. Tibumana waterfall is one of the better option as it is not crowded but simple
understated and beauty.
Temples & Religious Traditions- Bali is religious place with many of people practice
the Balinese Hinduism. The religious traditions are rooted in people (Sutaguna, Sirna and Utama,

2020). Sometimes, British tourists have the rituals and properly dresses up to go to the worship
places, some of the ceremonies are open to the foreign so this is better thing to know more
regarding religious tradition. Temple is the reason to visit the Bali.
Wildlife- Bali have more to provide than temples, waterfalls and beaches. There is more
variety of the wildlife on island with the endemic species such as Bali mynah. In Bali, favourite
place is Balinese wildlife and favourite place is famous monkey forest in the Ubud. This place is
more attractive providing the unbelievable experience and also dedicated to monkey where
tourists can contact with the nature and also see the animals with natural habitat. In Bali, hotels
are mainly construct more time to incorporated in surrounding environment. This is common to
see the lizards lurking around pool or the other areas. Other than this, wildlife in Bali is present
in Ocean with variety of the sharks, dolphins, manta rays and the fish of all the forms and
colours.
Fantastic Eco-Friendly Hotels- The thing that love more about the Bali is that tourists
have chance to be stay in the eco- friendly hotel and not crashing budget. They provide the
proper facilities satisfactory services and sustainable practices. In daily operations, Maya Ubud
and Span have the green practices (Utama and Suyasa, 2019). In Bali, Munduk Moding
Plantation is one of the eco- friendly hotel. This is mountain retreat with the attracting or unique
view over coffee plantations and green hillsides. Fivelements Bali Retreat is ecological
responsible with the green building design in the bamboo.
Ways by which TUI can attract tourists and enhance its sales
As per viewpoint of Sonja Bolger (2019), In travel company competition is enhancing
each day. People are tending to be travel for different reasons like work or holiday. TUI
company arranges proper necessities for trip. This develop the positive impact on their mind-set
and they loyal towards company for longer time period. The main focus of TUI company is to
make the travel experience of customers better while reducing environment impact, respecting
people and culture and also bringing the economic advantages to the communities. In regards to
this, taking the time to work on marketing and make this effective as attracting the new
customers to business such as main priority. Attracting the large number of new customers help
in enhance sales. Other than this, there are different ways given below through which TUI
company can attract the visitors and increase sales: