pISSN : 2301 – 8968

JEKT ♦ 14 [1] : 191-218 eISSN : 2303 – 0186

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN TOURISTS TO REVISIT BALI

Bagus Putu Widanta

Universitas Udayana

ABSTRACT Bali Province is not endowed with natural resources to drive its economy, but rather relies heavily on as its leading sector in achieving economic growth. Against the backdrop of Bali's heavy dependence on tourism, it is necessary to conduct an analysis on how to survive the fierce tourism competition. There are mainly four strategies for attracting investments, tourists and industries into a region, namely: image, which is a set of beliefs, ideas and expressions that a person has towards a region; attraction marketing, which is attraction of a tourist destination; infrastructure marketing, which is the availability of facilities and infrastructures that can attract people, investments and capital; and people marketing, which is a strategy to market a region by marketing the attitudes of its people: how open the local community is to foreign influences (people, investments, industries and products). This study finds that image, infrastructure marketing, attraction marketing and people marketing have positive and significant effects on the interest of foreign tourists to revisit Bali. The results of this study provide a comprehensive picture for the government and related parties in formulating tour packages to attract foreign tourists to revisit Bali.

Keywords: revisit interest, image, infrastructure, attraction and people marketing

JEL Classifications : C68, F43, L52

INTRODUCTION an archipelago with long stretches of seas and coastlines making it one of The tourism sector along with the most coveted tourist destinations other sectors contribute to the in the world. As a benchmark of the development of ’s development of Indonesia’s tourism, economy. Development in tourism below is the comparison of tourist provides jobs, income opportunities, visits in Indonesia and its as well as bolster the developments neighboring countries. of various infrastructures which leads to the growth of Indonesia's

Gross Domestic Product. Indonesia is

191

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

Table 1. The Development of Tourist Visits to ASEAN Countries (in Thousands) Countries 2011 2012 2013 2014 2015 Thailand 19,098 22,354 15,568 15,095 15,231 24,714 25,033 25,716 27,437 25,721 13,171 14,491 15,568 15,095 15,231 Indonesia 7,650 8,044 8,802 9,435 10,047 Vietnam 6,014 6,848 7,572 7,874 7,944 Philippines 3,917 4,273 4,681 4,833 5,361 Source: Asean data, 2017 Indonesia ranks fourth The Indonesian tourism has position in terms of the number of been growing significantly each year foreign tourist visits compared to as can be seen from the steadily neighboring countries below growing number of tourist visits in Thailand, Malaysia, and Singapore recent years. This increasing tourist while ranks only slightly above visits consequently will have a Vietnam. This fact should serve as a significant impact on the increase of wake up call for the government and the local community’s income. related agencies to accelerate the development of Indonesian tourism going forward.

192

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

Table 2. The Growth of Tourist Visits to Indonesia Year Indonesia Growth (%) Bali Islands 2012 8,044,462 5.16 2,949,332 2,125,513 1,767,439 2013 8,802,129 9.42 3,278,598 2,313,742 1,859,066 2014 9,435,411 7.19 3,766,638 2,319,295 1,973,425 2015 10,406,291 10.29 4,001,835 2,377,226 2,037,673 2016 11,519,275 10.27 4,927,937 - 1,920,232 2017 14,039,799 21.88 5,697,739 - 2,074,534 2018 15,806,191 12.58 6,070,473 - - Source: Central Bureau of Statistics, 2018 The enormous potentials (Karimun, Bintan, possessed by Indonesian tourism are , Tanjungpinang) around 20 inseparable from the role of Balinese percent, the fourth position is held tourism. As can be seen from the by Yogyakarta, while is in table above, around 40 percent of the fifth. foreign tourists visiting Indonesia In 2019, President Joko was contributed by tourists visiting Widodo revealed that the Bali. This is inline with the statement government was targeting 20 million from the Minister of Tourism Arief foreign tourist visits Yahya who stated that "Bali (merahputih.com, 2017). In order to contributes around 40 percent of the achieve this target, the supports from total foreign tourist visiting various parties were crucial, Indonesia. When a travel warning is including those from tourism issued against Bali, its impact will businesses. The President through not only affect Bali but also The Ministry of Tourism launched a Indonesia" (Tribunnews.com, 2017). program to create ten new “Bali”s or The second highest tourism potential ten priority tourist destinations, with is held by Jakarta which contributes the emphasis on improving the around 30 percent, the third is the performances of other destinations in

193

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

Indonesia to replicate Bali’s tourism, painting and musical festivals) and capable of attracting six million various traditional ceremonies have tourists and increasing significantly become the main attractions for the each year. Ten destinations set as the visiting tourists. The beautiful new “Bali”s will possess distinct natural landscapes of Bali have been characteristics and uniqueness and recognized worldwide and crowned are not necessarily less attractive as the best destination in the world compared to Bali. As for now, the according to TripAdvisor in 2018 government has agreed to focus on above of Paris. The hospitality and accelerating the development of four friendliness of , destinations out of the ten new coupled with the safety of the island “Bali”s. The development is realized provide a greater sense of security through building homestays, and comfort among visitors. In restaurants, souvenir shops and SME addition to natural factor, the centers. These four new destinations resource factor also play an are Lake Toba, Borobudur, influential role in the development of Mandalika and . Balinese tourism. Uniqueness in Bali Province is not endowed culture and customs, the availability with any natural resources such as of supporting tourism minerals, oil and gas unlike other infrastructures, tourist destinations regions in Indonesia. To drive its and attractions supported by a good economy, Bali Province relies heavily promotion and marketing system are on tourism as its leading sector in highly needed in order to increase achieving economic growth and tourist visits to Bali. The increase in development. Bali is famous for its tourist arrivals leads to the beautiful natural landscapes, as well development of tourism and its as its uniqueness in culture, customs, supporting infrastructures in Bali, history, festivities ( festivals, details of which can be seen in Table cultural festivals, beach festivals, 3. agricultural festivals, local festivals in various cities and regencies,

194

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

Table 3. The Number of Balinese Tourism Businesses, 2017 No Types of Tourism Business Units 1 Accomodation 4,883 2 Restaurant/Diner 2,217 3 Travel Agent 371 4 Travel Agent Branch 23 5 Travel Agent MICE 9 6 Retirement Travel Bureau 9 7 Bar 426 8 Tourism Water Sport 237 Source: Bali Province Tourism Office, 2017 The growth of the tourism policies will trap tourism into sector as a leading sector also boosts stagnation and the possibility of the the development of other sectors, Doxey hypothesis coming into effect, such as agriculture, manufacturing, which illustrates the stages of services, manufacturing and others. attitude changes of local people Bali's enormous economic towards tourism development in dependence on the tourism sector their area. The first stage is the initial calls for the necessity to conduct an stage, also known as the "euphoria" internal analysis of strengths and stage, where tourists and investors opportunities as well as weaknesses are welcomed with enthusiasm. The and threats of tourism in Bali next stage is "apathy" stage, where (Rahyuda, 2003). Miscalculations in tourists are accepted as given (taken formulating Balinese tourism for granted), and where contact with products will lead Balinese tourism tourists is more formal. The next to the point of stagnation. According stage is the annoyance stage, which Erawan (2003), the lack of is already the stagnation stage, anticipations in forms of tourism where local people feel apprehensive

195

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

about the tourism industry. And attraction of a tourist destination; lastly, the final stage is the infrastructure marketing, which is antagonism stage, where the the availability of facilities and aggravation of the local community infrastructures that can attract is expressed openly, tourists are seen people, investments and capital; and as nothing but trouble makers. people marketing, which is a strategy The changing dynamics in to market a region by marketing the world markets and the increasingly attitudes of its people, i.e. how open intense international tourism the local community is to foreign competition requires the right influences (people, investments, strategy to maintain tourism in Bali industries and products). as the most sought-after and Tourists may either arrive in favorable destination for many Bali independently or organizedly tourists. The improvement of tourist via travel agents. The purposes of safety in Bali, image promotions their visits are either traveling, (roadshow promotions, media business, work or education. Those relations, and cultural diplomacies) who go on a vacation or travel to and product improvements Bali, in addition to recreational (transportation, facilities and purposes, also aspire to experience infrastructures) will provide better the beauty of Bali which is famous comfort and positive impressions for worldwide. Bali has long been well- visiting tourists and boost their known for its image as the paradise interests to revisit in the future. island and the island of a thousand According to Kuncoro (2014), temples, rich with various there are four strategies that can be attractions, such as beautiful natural implemented to attract investments, landscapes, history, shopping, people (tourists) and industries into cultural attractions, building a region; namely: image, which is a monuments and statues, museums set of beliefs, ideas and expressions and various other attractions that that a person has towards a region; lure tourists to visit Bali. The comfort attraction marketing, which is in a tourism destination is not solely

196

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

determined by its attractiveness This provides a sense of security that alone, rather it must also be is difficult to find elsewhere despite supported by adequate having natural beauty beyond Bali. infrastructures to provide greater The image, infrastructure, convenience for visiting tourists. attraction, and people marketing of Adequate roads and transportation, Bali has become an invaluable asset the environmental quality, safety, "Taksu" that makes Bali a favorite accommodations and restaurants, tourism destination. This is and visitor / tourist services are evidenced by the enthusiasm of several important factors in numerous tourists who are not increasing tourist visits to Bali. The satisfied with visiting Bali once, but deteriorating traffic congestion in rather choose to come multiple times Bali recently will adversely affect the (repeater). This enthusiasm or tourism sector as well as other interest of tourists to revisit Bali and sectors if not solved immediately. A the influencing factors behind it is an good waste management also needs interesting topic to study. to be prioritized to prevent further When compared to previous deterioration of environmental researches, this research has several quality, since a good and clean improvements. 1. The research environment provides better tourist subjects in previous researches were comfort and thus prolonging their limited to general tourist perceptions stay in Bali. only, whereas in this study the The hospitality and research subjects covers the friendliness of Balinese people in perceptions of foreign tourists interacting with foreigners visiting regarding the factors influencing Bali has been well-known since a their interest to revisit Bali, 2. The long time ago. The honesty of the research object in this study is more people is based on a very famous comprehensive and extensive, Hindu concept "Karmapala", which is whereas in previous researches the cornerstone in people marketing objects are narrower and limited to attract more tourists to visit Bali. only to one tourism destination or

197

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

certain tourist accommodation 3. revisit Bali and the factors that This study regresses the relationship influence it. between foreign tourists' interest to

RESEARCH METHODOLOGY ordinal data in this study was manipulated by upgrading it into a Multiple Linear Regression higher measurement scale, which is Analysis is an analysis that aims to the interval scale. This was done, in determine the effect of a variable on addition to avoid violating the norm, another variable where there are linear also to meet the normal distribution relationships between two or more requirement in parametric testing. The independent variables (X1, X2, …….. estimation model used is as shown in Xn) and a dependent variable (Y). The the following equation:

Y’ = α + imageβ1 + infrastructureβ2 + attractionβ3 + people β4 + ℮i

Note: Attraction = attraction vector consisting of natural beauty, history, Y ' = the interest of foreign tourists natural tourism destinations, man- to revisit made tourism destinations, Image = the island of the image monuments and statues in Bali in the eyes of tourists People = people vector consisting of Infrastructure = marketing friendliness, honesty, openness to infrastructure vector consisting of tourists, quality of human resources in roads and transportation, Bali environmental quality, accommodation facilities, restaurants, and tourist services in Bali

198

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

Ho: the residuals tested are

distributed normally H1: the residuals tested are

not distributed normally 2) Determine the level of significance 3) Testing criteria:

Ho is accepted if p. value ≥

level of significance The stages of the analysis are as Ho is rejected if p. value < follows: level of significance

a. Model Fit Test (Goodness of 2. Heteroscedasticity Test Fit) Heteroscedasticity test aims to In order to ensure unbiased test whether there is an prediction results, the model inconsistency of variance of must be assured to be valid and residuals in the regression does not violate the model from one observation to assumptions of the least squares another. A good regression method. For this reason, the model does not contain detection or testing of classical symptoms of heteroscedasticity assumptions includes: 1) or has a homogeneous variance. normality test, 2) The Glejser test and the Park heteroscedasticity test. method are used to detect the 1. Normality Test presence of heteroscedasticity in The normality test aims to the model. examine whether the residuals of the regression model b. Test of Model Parameters constructed are normally 1. Test of Simultaneous distributed or not. Significance (F-Test) Testing steps: The F-statistics test is used to 1) Hypotheses formulation: determine whether all

199

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

independent variables included 2. Test of Significance of in the model have a Individual Parameters (t-Test) simultaneous influence on the The t-test basically shows dependent variable (Kuncoro, the extent of the influence of 2001: 98). If the F-statistics value one explanatory variable is greater than the F-table, then individually in explaining the it can be said that all variation of the dependent independent variables variable (Kuncoro, 2001: 97). t- simultaneously influence the test is used to test the dependent variable (Imam significance of the relationship Ghozali, 2006). To test the between X and Y variables, hypotheses, the F-statistics whether the X1 and X2 variables value is used with the following actually affect Y variable criteria (Imam Ghozali, 2005): individually or partially (Imam a. Quick look: if F value is Ghozali, 2006). The method of greater than 4 then H0 can be conducting the t-test is as rejected at a 5 percent follows: confidence level, in other words a. Quick look: if the degree accepting the alternative of freedom (df) value is 20 or hypothesis, which states that all more and the confidence level is independent variables 5 percent, then H0 can be simultaneously and rejected if the t value is greater significantly influence the than 2 (in absolute term). In dependent variable other words accepting the b. Compare the calculated F alternative hypothesis, which value with the F value in the states that an independent table. If the calculated F value is variable individually influence greater than F table, then H0 is the dependent variable. rejected and Ha is accepted. b. Compare t value with critical values according to the table. If the calculated t-

200

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

statistics value is higher than individually influence the the t-table, accept the alternative dependent variable.

hypothesis which states that all independent variables

RESULTS AND DISCUSSION a. Descriptive Statistics of Research Variables 1. Characteristics of Respondents by Age Table 4. Characteristics of Respondents by Age

Age Groups Frequency 17-24 45 25-33 30 34-41 6 42-49 6 50-57 7 58-65 5 66-73 1 Total 100 Source: Primary data (processed), 2019

Based on Table 4, foreign dominated by young tourists and in tourists visiting Bali are dominated order to be able to capture this by young tourists aging from 17 years opportunity, innovation and to 33 years which is 75 percent. While creativity are required in designing older tourists, ranging in age from 58 tourism packages that are suitable for years to 73 years, are only 6 percent. this age segment, without This indicates that Balinese tourism is compromising tourism products that more attractive to young tourists. are suitable for older age groups. Judging from the age trend of tourists visiting Bali which is

201

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

2. Characteristics of Respondents by Number of Visits to Bali

Table 5. Characteristics of Respondents by Number of Visits to Bali

Number of Visits Number of Tourist 1 34 2-7 58 8-14 5 15-21 2 22-28 0 29-35 0 36-42 0 43-51 0 52 1 Total 100 Source: Primary data (processed), 2019

Respondents who made first foreign visits to Bali are tourists who time visits to Bali to Bali were 34 have a number of visits in the range of foreign tourists, while 76 others were 2 to 7 visits, as many as 58 people. repeater tourists who had visited Bali There is even one respondent who has multiple times. The highest number of visited Bali up to 52 times.

3. The Sources of Information Regarding Balinese Tourism Table 6. Sources of Information Regarding Balinese Tourism

Information Sources Frequency

202

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

Friends 63 Electronic Media 13 Printed Media 10 Internet Media 53 Others 14 Source: Primary data (processed), 2019

Most respondents received still the highest source of information information about Balinese tourism about Bali. According to Hasan (2010), attractions from friends or colleagues, word-of-mouth are compliments, as many as 63 respondents. The recommendations and customer satisfaction of visiting tourists comments regarding their experiences becomes a high priority in developing on services and products that really Balinese tourism, considering that influence their decisions or buying word-of-mouth (WOM) marketing is behaviors.

4. The Internet Media Used to Obtain Information regarding Balinese Tourism Table 7. Internet Media Used to Obtain Information regarding Balinese Tourism

Internet Media Frequency Facebook 48 Instagram 68 WhatsApp 36 Trip advisor 21 Line 7 Others 1 Source: Primary data (processed), 2019

The robust growth of internet Table 7 above, it can be seen that 53 media also has a positive impact on respondents received information the development of Balinese tourism. about Bali from the internet media. From the respondents' answers in the The existence of social media makes it

203

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

easy for tourists to obtain information tourism will lead to the increase of about Bali. According to Van Dijk in tourist visits. From the interview Nasrulah (2015: 11), social media is a results with respondents, Instagram is media platform that focuses on the the most widely used social media by existence of users who facilitate foreign tourists visiting Bali, followed activities and collaborations. by Facebook and WhatsApp. Therefore, social media can be seen as an online medium (facilitator) that b. Estimation Results enhances the relationship among users 1. Estimation Equation Model while at the same time serves as a The estimation results indicate social bond. that all independent variables used in The selection of the right social the model affect the interest of media on the internet, attractive foreign tourists to revisit Bali. Based contents and interactions with on the estimation results, the followers in promoting Balinese following equation is obtained:

Y’ = -0,485 + 0,196 image + 0,062 infrastructure + 0,071 attraction + 0,299 people + ℮i

Table 8. Summary of Regression Model Estimates Variables Coefficients t-stat Sig (B) Image 0.196 2.088 0,039 Infrastructure Marketing 0.062 2.016 0,047 Atraction Marketing 0.071 2.431 0,017 People marketing 0.299 4.185 0,000

R2 df F

0,430 95 17.910

2. Coefficient of Determination The coefficient of determination is Value used to measure the percentage of

204

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

variation of dependent variable in a infrastructure marketing, attraction multiple linear regression model marketing and people marketing can be explained by independent simultaneously and significantly variables (Priyatno, 2008). From affect the interest of foreign tourists Table 8, it can be seen that the to revisit Bali. coefficient of determination (R2) is 0.430 which means that 43 percent 3.2 Test of Individual of the interest of foreign tourists to Parameter’s Significance (t- revisit Bali can be explained by Test) independent variables in the model The t-test was conducted to test (X variables), while the remaining the significance of the relationship 67 percent can be explained by between an independent variable other variables outside the model. (X) and a dependent variable (Y), to determine whether X1, X2, X3, X4 3. Tests of Model Parameters and X5 variables individually or 3.1 Simultaneous Significance partially affect Y (Imam Ghozali, Test (F-test) 2006). t-test indicates the extent of The F-statistics test is used to influence of each independent determine the effect of all the variable; image, infrastructure independent variables (X) included marketing, attraction marketing and in the model in simultaneously people marketing partially and influencing the interest of foreign significantly on the interest of tourists to revisit Bali (Y). It can be foreign tourists to revisit Bali. It can seen from Table 8 that the be seen immediately from Table 8 calculated F value of 17.910 is that the significance levels in this greater than F-table of 3.17 which study are all under 0.05 at 5 percent

means that H0 can be rejected at 5 confidence level, thus H0 can be percent confidence level. In other rejected. In other words the words, an alternative hypothesis is alternative hypotheses are accepted, accepted, which states that all which state that all independent independent variables; image, variables; image, infrastructure

205

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

marketing, attraction marketing and For Australian, Japanese and other people marketing partially and foreign tourists alike, Bali is known significantly affect the dependent as Island of the Gods and Island of variables which is the interest of a Thousand Temples. foreign tourists to revisit Bali. Bali is one of the favorite In this study, all significance tourism destinations famous all values fall below 0.05 (5 percent), over the world for its tropical namely; image with a significance natural beauty and various tourism value of 0.039, infrastructure activities available to be enjoyed by marketing with a significance value tourists. Bali possesses beautiful of 0.047, attraction marketing with a coastlines, charming lake views, significance value of 0.017 and mountains, hills, valleys and people marketing with a attractive rice fields. Various significance value of 0.000. tourism activities and products are offered for tourists ranging from sightseeing, culinary, wedding DISCUSSION organizer, hiking, water sports, a. THE DESCRIPTION OF diving, surf school to night lives BALINESE TOURISM such as bars and night clubs.

Balinese tourism is famous worldwide for its wide variety of b. THE DEVELOPMENT OF tourist attractions that have drawn TOURISM IN BALI

many foreign tourists over the Balinese tourism was developed years. Bali is one of the islands in for the first time since the arrival of the Indonesian archipelago and the Dutch sailors on the island of geographically lies between Bali in 1597 led by their ship and islands. The majority captain, Cornelius Houtman. When of its inhabitants are Hindu which Dutch ships intended to leave Bali, offers uniquenesses to their arts, many of the ship's crews were culture and customs, making Bali a reluctant to leave Bali because they culture-based tourism destination. were too fascinated by the

206

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

prosperity, art and culture of the In the 1970s - 1980s, Balinese Balinese people. tourism began to expand, the The lasting image of Bali as Balinese population began to be paradise island began in 1920 after aware of the existence of tourism, several foreign journalists wrote marked by the construction of articles about Bali. One of them is infrastructures and the emergence an American journalist who wrote of traditional accommodations a book called The Last Paradise. (pensions and inns) around , The moniker triggered tourists to Sanur and Legian. These start visiting and arriving in Bali. traditional tourism (tatkala.com, 2017). accommodations are developing Balinese pre-independence along with the rapid growth of tourism began in Balinese tourism. Gianyar in 1930, where Balinese tourism grew rapidly in many foreign artists chose to settle the 1990s. This is indicated by the in the area. Tourism continued to number of lodging rooms in Bali develop well after the that grew rapidly from 8,000 rooms independence in 1963, marked by in 1980 to 20,000 rooms in 1990 and the establishment of the Bali Beach grew even more to 30,000 rooms in Hotel by President on 1997, a stark contrast from a mere Sanur Beach City as the 500 rooms in 1970 (BPS, 2017). center of tourism development in the surrounding area.

207

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

Table 9. The Number of Hotel Rooms in Bali Province 1970-2017

Year Number of Rooms Year Number of Rooms 1970 500 2000 29,892 1981 2,451 2001 29,925 1982 2,596 2002 28,637 1983 3,039 2003 - 1984 3,063 2004 28,641 1985 3,065 2005 31,678 1986 4,015 2006 31,566 1987 4,712 2007 30,175 1988 4,814 2008 33,178 1989 4,961 2009 29,346 1990 5,604 2010 32,892 1991 5,604 2011 33,911 1992 5,604 2012 36,837 1993 10,897 2013 38,173 1994 13,945 2014 42,872 1995 14,268 2015 44,657 1996 13,938 2016 - 1997 14,625 2017 94,222 1998 16,371 2018 78,801

208

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

1999 22,254 Source: BPS of Bali Province (2017) In 2004, Balinese tourism example, people recognize Pattaya experienced a significant downturn as a center for prostitutions in in term of tourist visits. This was Thailand, the image of Ponorogo caused by the bombing by with its Reog dance, Madura with terrorists known as the Bali its bull racing and Irian Jaya with Bombing 1 in 2002 and the Bali the Koteka. To communicate the bombing 2 in 2004. image of an area, several methods In 2017 Bali was awarded as the can be used: slogans, image best destination in the world, positioning and visual symbols. defeating 24 other tourism Bali has had an image as destinations. Bali island in paradise island since 1936 after Indonesia has become a favorite several foreign journalists wrote destination for tourists looking for about Bali in the media. One of relaxation and adventures them is an American writer named (TripAdvisor, 2017). Hickman Powell who wrote a book called Bali: The Last Paradise. The c. Analysis of the Factors Influencing moniker caused tourists to start the Interest of Foreign Tourists to visiting and come to Bali Island Revisit to Bali (Powell, 1936). Other than having the image as Paradise Island, Bali is 1. The Influence of Balinese also known as Island of the Gods Tourism's Image on the Interest and Island of a Thousand Temples. of Foreign Tourists to Revisit The regression results of the Bali study indicate that Bali's image had Image is a set of beliefs, ideas a positive and significant influence and expressions held by a person on the interest of foreign tourists to regarding a region (Kuncoro, 2014). revisit Bali. Image is an implication of a lot of information related to a region. For

209

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

Table 10. The Image of Bali

No Statements Score 1 Bali is The Island of Gods 402 2 Bali is famous as The Island of a Thousand Temples 419 3 Bali is The Paradise Island 448 Source: Data processed, 2019 The results obtained from marketing. The availability of interviews with foreign tourists sufficient infrastructures is a major visiting Bali, as shown in Table 10 consideration for tourists when indicates that in tourist’s point of visiting Bali. The availability of view Bali is best known as the supporting infrastructures for Bali Paradise Island as can be seen from tourism includes: restaurant facilities, the highest score obtained shopping centers, hotels, compared to other images. As transportation and roads, parking stated by a tourist from areas, meeting facilities and others. about his opinion on the most The result of this study is in line interesting and memorable thing in with the research conducted by Bali (Sylvie, 2019): Blazeska (2018) which found that “Paradise island is a very memorable there is a significant influence of and interesting place” tourist infrastructure on the satisfaction of tourists visiting Ohrid. 2. The Inflence of Infrastructure Khadaroo (2007) investigated the Marketing on the Interest of effect of transport infrastructure in Foreign Tourists to Revisit Bali developing a tourist destination. The The t-test result indicates that results showed that American / infrastructure marketing partially has European and Asian tourists are a positive and significant effect on sensitive to the transportation the interest of foreign tourists to infrastructure on the island. revisit Bali. Infrastructure is one of the bases for Balinese tourism

210

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

Table 11. Infrastructure Marketing

No Statements Score There are many choices of restaurant with various kinds of 1 427 dishes in Bali 2 There are many shopping centers in Bali 396 3 Bali provides a variety of accommodation options 392 4 Living in Bali feels safe and comfortable 385 5 Bali has a good traffics and sufficient roads 214 6 Bali has a good meeting facilities (MICE) 353 7 Bali has a good tourist services 402 Tourist destinations are easily accessible by various kinds of 8 321 public transportations There are many spacious parking spaces in Bali’s tourist 9 290 destinations 10 Every road in Bali has a good quality 241 Source: Data processed, 2019 From the interview results, restaurants and their culinaries. An respondents gave the highest score opinion from an tourist for restaurant facilities compared to regarding Bali's infrastructure he other supporting tourism liked the most in an interview infrastructures. In other words, most (Jacquis, 2019), stated that: tourists really enjoy various

211

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

“really like The Food, balinese people, the Another complaint that disturbs weather, and the shopping centers” foreign tourist vacation the most, Transportation infrastructures obtained from the interviews with (adequate and quality roads) both respondents regarding Bali’s received the lowest scores of 214 tourism objects and public places in and 241. This indicates that the Bali, is related to cleanliness. This attention given by the local must receive urgent attention from government for transportation the government and related infrastructure is inadequate. In agencies as well as public order to maintain the sustainability awareness to keep the environment of Bali’s tourism, the construction of clean. Recommendations related to adequate road infrastructure to cleanliness were made by Yuka reduce congestion should be given a (2019) from and Sally (2019) priority in the development from England in their interviews : planning, both at the province and “Sunsets and sunrises in Bali are regency levels. great! But don't forget to clean the Tourists complaints regarding beach, cleanliness regulation should be transportation infrastructures can created, because the people pay less be seen from several attention on cleanliness, cleanliness recommendations presented in the needs to be improved and serious interview with Piay (2019) from regulations must be created, please keep Thailand and Jacub (2019) from Bali clean, improve cleanliness and , such recommendations traffic management” are as follows:

“The roads must be improved. The 3. The Influence of Attraction government needs to improve their Marketing on the Interest of Foreign Tourists to Revisit Bali regulations especially regarding cleanliness and roads. You need to keep Attraction is an important the beaches clean and the traffic jam reason for tourists, investors, and needs to be fixed. The traffic is so capital to enter a specific region. crowded. Bali needs to fix it.” There are a lot of components of

212

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

tourism travel, for example: sense of something to do or to see. transportation and accommodation The attractiveness of Balinese tourism are demands that are generated from objects is divided into artificial the needs of consumers to enjoy what attraction and natural attraction. a destination has to offer, either in the

Figure 1. Attraction Marketing

PLACES EVENTS

NATURAL River, Cave Local ATTRACTIONS Beach Festivals

ARTIFICIAL Monuments and Traditional art ATTRACTIONS Historical Buildings (dances and singings)

The results indicate that Attraction is the reason for tourists, atraction marketing has a positive investors and capital to enter a and significant effect on the interest particular place (Kuncoro, 2014). of foreign tourists to revisit Bali. Table 12. Attraction Marketing

No Statements Score Artificial Attractions 1 Bali has good museums. 352 2 Bali has good monuments. 388 3 There are many beautiful large statues in Bali. 433

213

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

4 Bali has beautiful zoos 368 5 Bali has attractive water sports venues (rafting, canoing, etc) 430 6 Bali provides many relaxation and fitness facilities (Spa) 434 7 Bali has many amazing places for trekking and camping 401 8 Bali has an Enchanting Rice Terraces 425 Natural Attractions 9 Bali has beautiful beaches. 465 10 Bali has beautiful mountains. 420 11 Bali has beautiful lakes. 400 12 Bali has fascinating caves. 386 13 Bali has beautiful sunsets and sunrises 479 Source: Data processed, 2019 The beautiful beaches with their “Beaches and are very cool, sunsets and sunrises received the Recomended places to visit is highest score, which indicates that temple, the vegan and vegetarian food this natural attraction is still the options, visiting the beaches and scuba favorite among foreign tourists diving as well as enjoying the night life visiting Bali. Bali has a beach lines in places like Single Fin and Potato that are famous worldwide Head. The sunset and sunrise on the including; Kuta, Legian, Sanur, beaches are unforgettable” Nusadua, Pandawa, Canggu, For artificial attractions, foreign Candidasa, Lovina, , tourist respondents favor the beauty , Virgin Beach, Tanah Lot, of the large statues in Bali Province Kedungu, Soka and Medewi Beaches. the most. Bali has a unique art that does not exist in other regions The high interest of tourists in Indonesia. Almost every corner of regarding beautiful beaches can be an area, in fact almost every seen from several comments made in crossroads are decorated with large the interviews with Robert (2019) statues uniquely made by Balinese from Belgium and Michael (2019) artists. This makes Bali unique and from Scotland, as follows: attracts the attention and interest of tourists to visit Bali.

214

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

The tourist interests regarding significant effect on the interest of these large and beautiful statues are foreign tourists to revisit Bali. The expressed in the interviews with attitudes, competence and openness Robert (2019) from Belgium and of the people, as well as the good Michael (2019) from Scotland, as governance by the local government follows: influence tourists to visit Bali. This “the most amazing, memorable and is in line with the research interesting place is the GWK Statue.” conducted by Johan (2016) in form of a comparative study regarding 4. The Influence of People vacation experiences of senior Marketing on the Interest tourists which stated that senior Foreign Tourists to Revisit Bali tourists really appreciate cultural

This research found that experiences, competitive prices and people marketing has a positive and the hospitality of the people. Tabel 13. People Marketing

No Statements Score The Balinese people and Balinese tourism professionals are 1 423 friendly and trusthworthy 2 Every tourism workers in Bali has a good quality and skills 382 3 Bali government policies for tourism sector can be trusted 371 4 The Balinese are very open to every tourists who come to Bali 434 Source: Data processed, 2019 Marie and Scott (2019) from From the scores obtained from Germany: respondents, it can be seen that the “The people are very kind, really openness, friendliness and honesty of impressed by the hospitality of the people. the people and the professionalism of I like the people, their kindness, and their the tourism professionals are the hospitality” most important factors influencing Jhingan (2012) stated that tourists to return to Bali. As stated by sometimes the people’s decision to respondents in the interview with visit or invest is based on the

215

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

openness of the people that are not has become the attractiveness of business-averse. The hospitality, Bali’s tourism that can not be found professionalism and the quality of elsewhere. Bali tourism professionals are the main drivers behind tourist visits to CONCLUSION Bali. Image, infrastructure marketing, d. The Most Influential Factor on attraction marketing and people the Interest of Foreign Tourists marketing, all have positive and to Revisit Bali significant effects on the interest of People marketing is the single foreign tourists to revisit Bali. People most dominant independent variable marketing is the most dominant influencing the interest of foreign independent variable influencing the tourists to revisit Bali, as seen from interest of foreign tourists to return to the highest beta coefficient (0.299) Bali. Identification of variables that can compared to the betas of other foster the interest of tourists to revisit independent variables. Friendliness, Bali is expected to provide a picture to honesty, openness of the community, various related parties and can serve professionalism of the workforce and as a reference in decision making. the government of Bali are the factors Policy formulation by related agencies that mostly influence the interest of can be aligned with the findings in this foreign tourists to revisit to Bali. research so that its implementation can Nevertheless, all four factors above be conducted optimally.

REFERENCES Tourist Friendly Destination Concept. Asian Social Antara, Made, (2016) Kebutuhan Science, 8(6), pp:146-155 Investasi Sektor Basis Dan Non BPS Bali, 2016, Bali Dalam Angka. Basis Dalam Perekonomian Bertan, Serkan, (2013) Visitors Bali, media.neliti.com Perception Of A Tourism Anuar, Ahmad nazrin Aris, Ahmad, Destination: the case Of Habibah, Jusoh, Hamzah, Pamukale. Tourismos an Hussain, Mohd Yusof. 2012. International Multidiciplinary The Roles of Tourism Journal of Tourism, 8 (1) hal. Towards Deelopment of 115-132.

216

ANALYSIS OF FACTORS INFLUENCING THE INTEREST OF FOREIGN …….Bagus Putu Widanta

Blazeska, Daliborka,(2018) The Influence Nuraini, Belinda Sofia, 2014, Analisis of tourist Infrastructure on the ator- fator Yang Mempengaruh Tourist Satisfaction in Orhid, Minat Kunjung Ulang UTMS Journal of Economics 9 Wisatawan Museum (1); 85-93 Ranggawarsita , Chiu, Wheisheng (2016), The Influence of jurnal Bisns Strategi 23 (1) Destination Image and Tourist Powell, Hickman, 1936, Bali: The Last satisfaction on Tourist Loyalty: Paradise, Dodd, Mead & A Case Study of Chinese Tourist Company, Amerika. in Korea, International Journal Putri, Novia Sri, dkk,2014, Persepsi of Culture Tourism and Wsatawan Tentang Destinasi Hospitality Research 10(2): Wisata Taman Margasatwa 223-234. Dan Budaya Kinantan Dinas Pariwisata Provinsi Bali, 2017, Bukittinggi, skripsi Fakultas Statistik Pariwisata Bali Teknik Pariwisata Uniersitas Dinas Pariwisata DKI Jakarta, 2017, Negeri . Statistik Pariwisata Jakarta Rajesh, R, 2013, Impact Of Tourist Dinas Pariwisata Provinsi Riau, Perceptions, Destination Image 2017, Statistik Pariwisata Riau and Tourist Satisfaction On Hasan, Ali, 2010 marketing dari Destination Loyalty; A mulut ke mulut. Yogyakarta: conseptual Model.Pasos. Revista Media Pressindo De Turismo y Patrimonio Jhingan, M.L. 2000, Ekonomi cultural journal 11(3) hal.67-78. Pembangunan dan Sukirno Sadono, 2006, Ekonomi Perencanaan, terjemahan D. Pembangunan Proses, Masalah, Guritno, Ed.1Cet. 8, PT. dan Dasar Kebijakan, Kencana RajaGrafindo Persada, Prenada Media Group, Jakarta. Jakarta Johan maria, 2016, Benchmarking Suyana Utama, 2009, Aplikasi Holiday Experience: The Case Of Kuantitatif, Ed. 3, Fakultas Senior Tourists, Benchmarking: Ekonomi dan Bisnis, An international Journal 23 (7), Denpasar 1860-1875. Tourismos an International Khadaroo, Jameel (2007), Transport Multidisciplinary Journal of Infrastructure and tourism Tourism, 8 (1) hal. 115-132. development, Annals of Dinas Pariwisata Provinsi Tourism Reasearch 34 (4); Bali, 2017, Statistik 1021-1032 Pariwisata Bali Kuncoro, Mudrajat,2014, Otonomi Undang-Undang Republik Indonesia Daerah Menuju Era Baru No 10 Tahun 2009 Tentang Pembangunan Daerah ,Erlangga Kepariwisataan Januari 2009. Yogyakarta Lembaran Negara Republik Nasrullah, Rulli (2015), Media Sosial: Indonesia Tahun 2009. Prosedur, Tren dan Etika. Jakarta BandungSimbiosa Rekatama Widagdo, Kurniawan Gilang, 2017, Media Daya Tarik Ekowisata dan

217

JURNAL EKONOMI KUANTITATIF TERAPAN Vol. 14 No. 1 ▪ FERUARI 2021

Minat Berkunjung Wisatawan, https;//tribunnews.com diunduh 9 Jurnal Bisnis dan manajemen februari 2019,12.29 Fakultas Ekonom i https;//merahputih.com diunduh 9 Universitas sahid Jakarta februari 2019,15.00 Yoeti, Oka A. 2001, Tours and Travel Management, Edisi 6, PT Pradnya Paramita, Jakarta.

218