ANALYZING TRAVEL MOTIVATION FACTORS INFLUENCING ATTITUDE TOWARDS REVISIT INTENTION TO BALI A CASE OF JAKARTA YOUTHS IN 2014

Abstract

Travel and tourism are bounded each other and cannot be separated from each other. By travelling to some places is believed to lessen the intensity of stress. For Indonesian people, Bali has been an iconic and most sought out travel destination. Travellers are triggered to do travelling by several motivations. The objective of this research is to find out the travel motivation to travel to Bali. This research comprises of two dependent variables (Attitude and Revisit Intention) and 4 independent variables (Leisure, Culture, Knowledge, and Social Relationship). Quantitative survey was chosen as the method of this research specified on Jakarta youths range between 18-22 years old as the population and adopted convenience sampling technique. By distributing questionnaire through online (Google Docs) and offline (paper) questionnaire, there were 385 valid data analyzed through Structural Equation Modeling (SEM). Among all independent variables, Culture is the only factor that has no significant influence towards attitude and Social Relationship has the most significant influence towards attitude. The independent variables influence attitude with contribution of 54.8% and for revisit intention, attitude influenced 32.3%. Promotion by government would boost up the popularity of other travel destinations in Indonesia; therefore the economic income would be more balance.