PUSH AND PULL FACTORS THAT INFLUENCE PEOPLE IN CHOOSING TOURIST'S DESTINATION AND ITS IMPLICATION ON RETURN INTENTION: A CASE STUDY OF TOURIST TO WATER SPORTS IN TANJUNG BENOA, BALI

Abstract

Tourism and travel nowadays have become a need from people, whether it is near or far, as long as it is with purpose of leisure, to get away from work and stress. This research is conducted to analyze the push and pull factors that influence people in choosing tourists’ destination and its implications on return intention, which ever tried and visited to Water Sports in Tanjung Benoa, Bali. A number of 180 respondents took part in this research by filling out our online questionnaires. Based on our analysis, having the data analyzed through SPSS and SmartPLS 3.0, our data are found to be reliable and valid. Through this study, I found that there are 6 factors that influence people in choosing Water Spots in Tanjung Benoa, Bali as their tourist destination and I hope that these factors such as, social interaction, spiritually, entertainment, price, environment and outdoor activities can be improved and maintained to keep the visitors’ expectation and satisfaction, which leads them to revisit intention to Water Spots in Tanjung Benoa, Bali.