HOW INDONESIAN TOURIST MOTIVATION CAN ENCOURAGE THE DESIRE HAVE BEEN TO BANGKOK- THAILAND

Lestari Ningrum , Anggi Dito Dwiseptian Lecturer and Alumni at Trisakti School of Tourism Jakarta [email protected]

ABSTRAK Compared to other ASEAN countries, Thailand excels in terms of tourism growth in 2016. The period of January to October 2016, 27.076.308 Indonesian tourists visited Thailand, while Thailand’s tourists visit to Indonesia only 9.403.614. Why it happened? Whereas Indonesia including the 6 most beautiful country sites version Rough Guides, beating some countries such as the UK, Switzerland and Finland, and was chosen because of the cluster of gathering, cultural diversity, volcanoes, and even Indonesia became the only Asian country in the top 10 Tourism is worldwide. Tourism is currently experiencing a shift in the role. For many cities in Indonesia, travel has become a primary need. Motivational factors are also related to visitor’s satisfaction because different destination may have different factors that attract visitor to the place. The research method used in this study is descriptive with quantitative approach. The research instrument is questionnaire with 5-point likert scale, distributed either directly on the site with 397 respondents who have ever travelled to the locations under study. The aim of research how Indonesian tourist motivation can encourage the desire been to Bangkok Thailand The results showed that the motivation of the traveller physical, the strongest impulse to travel to Bangkok is with the aim to refreshing.

Key works: Tourism, travel motivational Dibandingkan negara-negara ASEAN Asia dengan rangking 10 besar pariwisata lainnya, Thailand unggul dalam hal yang ada di seluruh dunia. Pariwisata saat pertumbuhan pariwisata pada tahun 2016. ini mengalami pergeseran peran. Bagi Periode Januari sampai Oktober 2016, banyak kota di Indonesia, perjalanan 27.076.308 turis Indonesia berkunjung ke wisata telah menjadi kebutuhan utama bagi Thailand, sementara kunjungan wisatawan masyarakat. Thailand ke Indonesia hanya 9.403.614. Metode penelitian yang digunakan Mengapa hal itu terjadi? Sedangkan dalam penelitian ini adalah deskriptif Indonesia termasuk 6 situs negara dengan pendekatan kuantitatif. Instrumen yang paling indah versi Rough Guides, penelitian menggunakan kuesioner dengan mengalahkan beberapa negara seperti skala Likeng 5 poin, didistribusikan secara Inggris, Swiss dan Finlandia, dan dipilih langsung di lokasi dengan 397 responden karena adanya cluster gathering, keragaman yang pernah melakukan perjalanan ke budaya, gunung berapi, dan bahkan lokasi yang diteliti. Tujuan penelitian Indonesia menjadi satu-satunya negara di bagaimana motivasi wisatawan Indonesia 31 32 JURNAL Kepariwisataan Volume 13 Nomor 2 Mei 2019 : 31 - 40 dapat mendorong keinginannya ke Bangkok Association city community today is no Thailand. longer focused on material owned, but Hasil menunjukkan bahwa motivasi fisik shifted on matters relating to tourism merupakan dorongan yang paling terkuat activities into one urban community untuk wisatawan dari Indonesia berwisata lifestyle. The core of the tourism product ke Bangkok dengan tujuan menyegarkan is a tourist destination. This is the main pikiran dan mencegah stres. attraction or core business of the tourism industry. In recent years, tourism is regarded Kata kunci : Pariwisata, motivasi perjalanan as the world’s biggest and fastest growing industry. It has been playing an important INTRODUCTION role in the socioeconomic sectors of the Compared to other ASEAN countries, developed and developing countries of the Thailand excels in terms of tourism growth globe. (Marahatta, 2012, Ningrum, 2017). in 2016 (Ministry of Tourism Indonesia), Visitor’s satisfaction is the extent of based data sets tourism ministries and overall pleasure or satisfies felt by the institutions of each country, Thailand visitor, resulting from the ability of the visit outperformed other ASEAN countries, with experiences and need in relations to the 11.3 per cent growth in tourism in 2016. visit (Chen & Tsai 2007 in Khamis 2016). The period of January to October 2016, It is the mental comparison and evaluation 27,076,308 Indonesian tourists visited between what visitors expect to experience Thailand, while Thailand tourists visit to and what actually the experienced. Indonesia only 9.403.614, and on data from Visitor’s satisfaction and destination the Ministry of Tourism, the visit of Thai attributes are coming from a visitor’s tourists to Indonesia at the end of November perspective on the understanding of their 2017 has indeed increased 0.17%, with a attitudes after the visit to cultural or heritage data visit to 19 main entrances to Indonesia. destination (Uysal, 2002, Khamis 2016). although there was a decrease in the first Moreover, motivational factors also relate quarter of 2017 of tourists visiting Thailand to visitor’s satisfaction because the different and an increase in the same quarter in destination may have different factors that Indonesia, overall tourist arrivals to attract visitors to the place. Then, based Thailand were still superior to the situation on the background described, this study in Indonesia (pikiran Rakyat,2017). Why it focused on the Indonesian tourist who have happened? Whereas Indonesia including the been in Bangkok, Thailand 6 most beautiful country sites version Rough Guides, beating some countries such as LITERATURE STUDY the UK, Switzerland and Finland, and was chosen because of the cluster of gathering, 1.1.Tourism cultural diversity, volcanoes, and even According to the Tourism Act No. 20 of Indonesia became the only Asian country in 2009 on article 1, Travel is a travel activity the top 10. undertaken by a person or group of people Tourism is worldwide, the key to to visit a particular place for the purpose development, happiness and prosperity. of recreation, personal development, or to Tourism is currently experiencing a shift learn the uniqueness of the visited tourist in the role. For many in town in Indonesia, attraction in the interim time period. to travel has become a primary need. According to the World Tourism Organization (WTO) states tourism Lestari Ningrum , Anggi Dito Dwiseptian Lecturer and Alumni at Trisakti School of Tourism Jakarta : How Indonesian Tourist Motivation Can Encourage the Desire Have Been to Bangkok - Thailand 33 consists of the activities of people who (1). Psychological Motivation (Physical travel somewhere and stay in different motivation). Motivation is a lot to do with places outside the neighbourhood usually the desire to restore the physical condition, not more than 1 (one) year in a row for resting, relaxing, exercising, or health leisure, business and other interests. Further maintenance work that excitement comes WTO classifies tourism within three (3) back, (2). Cultural Motivation (Motivation types: (1). Travel International. a. Inbound culture), namely the desire to know the Tourism: Tourism activities undertaken culture, customs, traditions and other local by visitors who are not non - resident in a arts, including those relating to objects, particular country is not the country of cultural heritage /cultural monuments, (3). origin. b. Outbound Tourism: Tourism Social Motivation. Motivation is social). activities conducted by residents who Tourist’s motivation driven by a desire visited a country outside their home country. to visit someone or wants to evade their (2). Internal Tourism. Visit by residents routine work, want to find new friends, of a country to their own countries. (3). or doing things that are considered to Domestic. Tourist activities conducted by bring prestige. (4). Fantasy Motivation. residents who visited within the scope of the Motivation for fantasy, that is the fantasy country as the country of origin. that someone in other areas can escape From the definition of Tourism Act, the the humdrum daily routine. Following travel activities of tourists from Indonesia to the opinion Chetthamrongcha (2017), Thailand with various destinations included then in this study using 4 sub-variables of in the category Tourism. motivation, it is said that motivation has also been referred to as psychological/ 1.2.Travel Motivational biological/ social needs and wants, including Many authors judge that the motivation internal (or emotional) and external forces. of tourists is one element in understanding These forces describe how individuals the decision of tourists visiting a are pushed by motivation variables into destination, for example Yoon and Uysal’s making travel decisions and how they research (2005), in Chetthamrongcha are pulled or attracted by destination (2017).Travellers to travel to a tourist attributes. destination has a different motivation to spend the holidays or for pleasure. There's 1.3.The Characteristics of the also because they want to follow the respondent’s biography trend or the availability of appeal in the Demographic profile is used to obtain tourist destinations. most studies using the circumstances of respondents and variable tourist motivation are always in opportunity for researchers to understand conjunction with decision making (such the category of respondents chosen as a as research conducted Kim, et al., 2007, sample. Demographic questions are also Chetthamrongcha (2017). some studies used to collect the responsiveness of the have raised motivational variables in travel, opinion based on respondents’ profiles. The special pull and push factor motivation, such information encompasses gender, age, origin as research conducted by Ningrum,et.al. in Indonesia, current employment status, (2017), Jodyanne Kirkwood (2009). and monthly income of respondents. McIntosh (1977) in Sari (2014) said that Under the demographic profile section, the motivation grouped into four large, i.e the aim is to obtain the backdrop and 34 JURNAL Kepariwisataan Volume 13 Nomor 2 Mei 2019 : 31 - 40 typical of respondents (Siniscalco & Auriat, non-probability sampling. The research 2005). Resolving the demographic profile use of descriptive statistic’s testing, with questions to be asked depending on the the aim of research how Indonesian tourist relevancy to the topic as some question motivation can encourage the desire been might be outraged on secrecy meanwhile to Bangkok Thailand following the opinion simple, circumspect and substantial by Khamis (2016) that visitors satisfaction answer for research data collection is fair as mediating the relationship between travel enough (Wyse,et.al 2012). (1). Gender of motivational, and this research selecting the Respondents. Gender is the most common object area tourist destinations is Bangkok, vital question in the demographic profile Thailand, resulted 397 respondents who section which disclose alternative’s have been in Bangkok. inequality and applicable to break down This study uses the theory of motivation the result of respondents’population that of travel by using 4 sub variables, namely visited Bangkok, Thailand (Smith, 2014). Physical Motivation with the instrument Under demographic profile section, the (1). My trip to Thailand / BKK, for wanting aim is to obtain the backdrop and typical refreshing, (2). Tour to Thailand can relieve of respondents (Siniscalco & Auriat, 2005 fatigue due to routine activities, (3). After in Ogbeide, 2014 in Ningrum.et.al, 2017). traveling to Thailand I am excited to return Resolving the demographic profile questions to work. In the second sub variable, the to be ask is depends on the relevancy with cultural motivation, using 5 instruments the topic as some question might be outrage leading to popular cultural attractions in on secrecy meanwhile simple, circumspect Thailand (1) interested in the customs and and substantial answer for research data culture of Thailand (2) The tradition of local collection is fair enough. There are two dance art is packed with so interesting as choices of variable, male and female. (2). spectacle, (3) The Palace of the King of the Origin of Respondents. The purpose of this Grand Palace is a must-see object because it question is to know which provinces the is interesting, (4) Wat Arun, Wat Pho for me tourist came from Indonesia as Indonesia to be an extraordinary temple because of its has five big island which are Sumatera, splendor, (5) The performances in Thailand Java, Kalimantan, Sulawesi, and Bali, are spectacular. NTT, NTB. (3). Occupations. In the survey, Sub variables used are social motivation, respondents who indicated that they were with 3 instruments, (1) travel to Thailand currently working were asked about the kind along with the family / friends group, (2) of work that they did. Their responses were Explore the city of Bangkok can eliminate recorded verbatim and served as the basis work fatigue, (3) proud to visit Thailand. for the coding of occupations. The last sub variable (Motivation fantasy) uses 2 instruments (1) A visit to Madam RESEARCH METHODS Tussauds gives me extraordinary fantasy The research method used in this study to some of my idol stars, (2) My fantasy is descriptive with quantitative approach. to see photos of attractions in Thailand in The research instrument is questionnaire accordance with what I experienced after with 5-point likert scale, distributed either visiting. directly on the site or to respondents who To analyze the 'mean' result from the data have ever travelled to the locations under processing of the respondent's statement study. Sampling technique used is incidental on the 4 sub variables used in this study, Lestari Ningrum , Anggi Dito Dwiseptian Lecturer and Alumni at Trisakti School of Tourism Jakarta : How Indonesian Tourist Motivation Can Encourage the Desire Have Been to Bangkok - Thailand 35 the interval interpretation is used according research is the decision maker in the family, to the theory of Sudjana (2000: 79), as especially in terms of travel / vacation with follows: for physical motivation is given the family, where will be going, where to interval interpretation: 1.00 – 1.79 (Very eat, what should be purchased for everyday successful), 1.80 – 2.59 (Successful), used at home, and finally Bangkok is a 2.60 – 3.39 (Successful Enough), 3.40 – selection of Indonesian women, including 4.19 (Unsuccessful), 4.20 – 5.00 (Very for shopping cheap travel. unsuccessful). For Cultural Motivation : Table 3. Occupation 1.00 – 1.79 (Very Interesting), 1.80 – 2.59 Frequency Percentage (Interesting), 2.60 – 3.39 (Interresting Student 104 26.2% Enough), 3.40 – 4.19 (Not Attractive), Emplo yee 174 43.8% 4.20 – 5.00 (Very unattractive). For Social House wife 35 8.8% Motivation : 1.00 – 1.79 (Very Pleasure), Retired 3 0.8% 1.80 – 2.59 (Pleasure), 2.60 – 3.39 (Pleasure Busi nessman 80 20.2% Enough), 3.40 – 4.19 (Unpleasure), Force/ ABRI 1 0.2% 4.20 – 5.00 (very unpleasure). And for 397 100% Fantasy Motivation : 1.00 – 1.79 (Very Source: SPSS - data preparation Satisfied), 1.80 – 2.59 (Satisfied), 2.60 – Among the dominant number of 3.39 (Satisfied Enough), 3.40 – 4.19 (Not tourists from Indonesia, divided them have Satisfied), 4.20 – 5.00 (Very unsatisfied). employment and most, learners / students DISCUSSION and employers. The number of students is the dominant second only employee, Table.1. because she went to Bangkok had to do with The result of Reliability Statistics the price of 3 million to 4 million within 3 Cronbach's Alpha N of Items emotion 2 nights and can visit some of the famous sights, then it is natural that students ,870 19 many visits to Bangkok. The phenomenon Source: SPSS - data preparation that women are a promising market share With the value of cronbach's Alpha in this internet age have three potential 0.870, in accordance with the theory market targets (Kertajaya, 2008). the three Sugiyono, 2011: 184, included in a very potential markets are the first young people, high reliable level, can be interpreted the second women and the third netizens. respondents managed to answer to 19 items This potential market has been achieved statement with a very consistent. by the tourism of Thailand, the young Table 2. Gender (26.2%). When observed, young Indonesian Frequency Percentage citizens travel to Thailand, inclined to meet Male 117 29.5% the needs and physical motivation, water Female 280 70.5% games in the sea, wax museum one of the 397 100% attractions of interest of young people. A Source: SPSS - data preparation potential market that still needs to be fought It can be seen in the data that Indonesian for by Thai tourism is women, based on data tourists visiting Bangkok, the dominant collected is still 8.8% status of housewives. of the female gender. Women in industrial Start Many groups of mothers who choose goods and services is the market share Thailand as a tourist destination, with valuable, because in Indonesia based on the groups, should be more to visit. 36 JURNAL Kepariwisataan Volume 13 Nomor 2 Mei 2019 : 31 - 40

Table 4. Origin populated city to travel. Frequency Percentage Table 5. Travel Destination Java Island 297 75% Frequency Percentage Sumatera 60 15.2% Business 29 7.3% Sulawesi 12 3% Family Need 5 1.3% Bali, NTT,NTB 11 2.8% Holiday 363 91.4% Kalimantan 16 4% 397 100% 397 100% Source: SPSS - data preparation Source: SPSS - data preparation 91.4% of respondents aim vacation Based on the characteristics of coming to Bangkok. Bangkok does have the respondents in several studies of a complete tourist attraction in the area destinations in Indonesia (Ningrum,2017), is not too big, which is easy to reach is the largest Indonesian tourist who travel in a short time. Bangkok has a nautical is from the island of Java. According to tourism, historic heritage, mountains, a survey in 2014 by tourists from the culture and arts, agro cultural, spectacular island of Java are the most travelled tourist performances, the show trained animals, (highest sequential), East Java, West Java, village tours and culinary cheap and tasty, Central Java, and Jakarta. Residents were and Muslims can travel to Bangkok with a able to travel where the trend is currently special tour. in Indonesia as a primary requirement, one With an average score on most dominant of which is marked by high-capita income physical motivation (4.07) in search of the population. Among the cities in East of Indonesian tourists to Thailand, in Java that has a high per capita income level accordance with their destination on holiday is Kediri; Kediri city is located in East to get the freshness of mind, relax, change Java province. In this city there is a plant of atmosphere, by choosing a holiday to of one of the largest tobacco companies in Thailand. Indonesia, namely Djarum. Kediri city's Table 6. Statistical Results Mean population of about 268.507 inhabitants. Physical Cultural Social Fantasy Total Valid 397 397 397 397 397 While the per capita income of Kediri city N was 315.396 million rupiahs. The second Missing 0 0 0 0 0 Mean 4,07 3,97 4,03 3,73 3,95 city in East Java that high per capita income Source: SPSS - data preparation is Surabaya. Surabaya is the second largest city in Indonesia after Jakarta. The city The average value of Indonesian is located in the province of East Java and travelers' travel motivation to Thailand also become the capital there. Its population ranging from 3.7 to 4.07 is high, but has not about 3,125,576. Surabaya city has per reached very high levels. When described capita income of 128.822 million rupiah. from the frequency results of each sub West Java represented by Cilegon. Cilegon variable of the travel motivation, can be renowned as one of the industrial cities in explained that the average of physical or Indonesia. Central Java is represented by the physiological motivation, the result of Kudus city, economic development in the physical or physiological motivation is 4.07, Kudus due to the impact of industry. And which means that Indonesian tourists are the final sequence, Jakarta, the capital of high motivated to visit Thailand especially Indonesia, is the administrative and business in Bangkok. For tourists in Indonesia, city, which turned out to be not the most visiting the attractions in Thailand is Lestari Ningrum , Anggi Dito Dwiseptian Lecturer and Alumni at Trisakti School of Tourism Jakarta : How Indonesian Tourist Motivation Can Encourage the Desire Have Been to Bangkok - Thailand 37 considered successful to meet their needs 'mean' obtained, the desire of tourists has to restore physical fitness, managed to been achieved with a sense of pleasure. The rest, successfully doing sports activities, desire to make new travel companions is and relax (according to the interval likely to be obtained with them following interpretation). Physical refreshment can be a tour package in a group meeting new obtained from visiting some attractions in friends on the go. Appropriate data in Doi Inthanon National Park. In this national the background, very many tourists from park there is the highest peak of Thailand Indonesia have been to Thailand, with a trip with an altitude of 2565 meters above sea to Thailand it can fulfill their prestige desire. level, Tourists can enjoy the freshness of the Social motivation can also occur because mountain air while enjoying the traditional tourists become interested in visiting the village life, enjoy the waterfall and picnic by site because of the "high emotional impact" the river. Thailand has several national parks (Miller, 2008 in Muktaf, 2017), in this case each of which can travel between 3-4 hours a high desire in getting new communities, from Bangkok by road or 1 hour by plane, new acquaintances and so on. thus allowing travelers to choose among The average of Fantasy Motivation is them to get a refreshing physical need. 3.73 which means Indonesian tourists are They need refreshment after fully high motivated when they think and imagine working and they agreed that visit Bangkok before visiting tourist object. They agreed could relieve stress. Based on this table, having same visualization and satisfied the average of total cultural motivation are with the attraction. The visualization of 3.97 and it is categorized as high motivation Madame Tussauds museum can make because in Bangkok area, the tourist objects the fantasy for tourist about theirs idols. are not so far among them. There are a big Almost the same with the understanding of complex that we can find the King’s palace, Physical motivation, understanding fantasy Wat Arun, and Wat Pho together in a nearby motivation also desire someone in meeting place. The desire of Indonesian tourists to the need for refreshing of daily routine. know the culture, customs, art traditions and Wherever a person travels, apart from the other areas. Included also relating to objects, daily routine, relax or travel will certainly cultural relics (historical monuments), met be able to remove the fatigue from work with an attractive appraisal category. or routine activities. This is for tourism The average of social motivation is 4.03 activities how the circumstances of these and it is a high motivation categorical. attractions, still able to satisfy the desire of Almost respondents agreed travelling with tourists to remove fatigue, only the level of family or friends and it can reduce stress. satisfaction is likely different. Social Motivation is meant that tourists wishing to visit family or friends or want CONCLUTIONS to get new friends on the way, also visit Many tourists travel to Thailand / the sights because everyone has visited Bangkok most of the time for the holiday the sights to get a sense of prestige. Social comes from the population of the island of Motivation is meant that tourists wishing to Java, and the majority of employees and visit family or friends or want to get new students is dominated by women. Overall friends on the way, also visit the sights their high travel motivation for holiday to because everyone has visited the sights to Thailand /Bangkok, both physical, cultural, get a sense of prestige. With the result of social and fantasy are equally high. This is 38 JURNAL Kepariwisataan Volume 13 Nomor 2 Mei 2019 : 31 - 40 because the tourism object provided can Indonesian tourists mostly to two women. meet the needs of Indonesian tourists in Tourism Indonesia can make a promotion these four elements. visit to Thailand for Thai citizens in the In essence, traveling to Thailand for group, so visitors can amount to a lot. 397 respondents can meet their needs. For Sightseeing offered diverse, shopping tours physical needs, they judged that Thailand's in combination with cultural tourism, or destinations succeeded in making them fresh shopping tours combined with culinary again. To meet their cultural needs, they also tours. Shopping tours can be devoted to get 'interesting' responses in all the cultural products of typical regional products, such attractions they watch or visit, as well as as typical handicrafts of the region that will the fulfillment of social needs, are fulfilled appeal to tourists as different from those because the responses of respondents are fun held in the country. to make new friends and can meet the sense Indonesia tourism office in 2017 through of 'prestige' with a tour to Thailand. And a Istagram wonderful Indonesia branch of respondents are also satisfied with the visit Thailand with user genwi_thailand (genWI), because it can meet their fantasy needs. offers tour programs for Thai students to The problem of the number of tourist travel to Jogjakarta and North Sumatra, visits of Indonesian citizens to Thailand especially visiting the island of Samosir. more than the Thai citizens travel to The business through istagram attracted 461 Indonesia, can still be a hot topic that can followers by posting various promotional be made in further research. By using the photos of 46. This promotional effort aims variable of travel motivation as in this to provide experience to young people as the research, it can be continued by adding number one potential market in traveling to another bound variable, so the result of this Indonesia (the highest market of Indonesian research with high trip motivation, whether tourists in Thailand also comes from young it can influence their loyalty as tourists who people), then this effort is very precise and will travel to Thailand repeatedly. Or it can needs to be done continuously with the be continued by choosing other dependent spread of other destinations throughout variables, such as travel decisions, tourist Indonesia. satisfaction. The essence of this research and REFERENSI continued research, with the results Andaleeb,S.S. and Conway,C. (2006). obtained is expected to make the data Customer satisfaction in the restaurant important for equitable development for industry: An examination of the tourism in Indonesia. 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