THE MOTIVATIONS AND TOURIST SATISFACTION...

i

THE MOTIVATIONS AND TOURIST SATISFACTION ROLES ON

DESTINATION LOYALTY

(STUDY OF MUSLIM TOURISTS IN LOMBOK, NTB)

UNDERGRADUATE THESIS

Submitted to Faculty of Economics and Business

For Acquiring Bachelor Degree of Economics

By:

Azmi Umaymah

1113081100006

MANAGEMENT DEPARTMENT

INTERNATIONAL CLASS PROGRAM

FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1438 H/ 2017

v

CURRICULUM VITAE

I. PERSONAL INFORMATION

Name : Azmi Umaymah

Place, Date of Birth : Pontianak, 29 June 1994

Address : WR Supratman st, No 51 C

Phone Number : 085773449038

Email : [email protected]

Religion : Islam

Gender : Female

Nation : Indonesia

II. EDUCATIONAL BACKGROUND

Former Education

2000-2006 : SD N 69 Pontianak

2006-2009 : SMP N 16 Pontianak

2009-2012 : Islamic Boarding School Darussalam Gontor for Girls 5

Current Education

2013-2017 : Faculty of Economics and Business, Major in

Management, State Islamic University Syarif

Hidayatullah Jakarta

vi

ABSTRACT

This study aims to analyze the influence of push motivation and pull

motivation on tourist satisfaction and loyalty to destination. Purposive sampling

was chosen to obtain data in this study. Criteria of respondents who have been

determined are Muslims and have visited the island of Lombok at least once. This

research used data from 100 respondents. Partial least square (PLS) was chosen

as a method for analyzing the data obtained. The result shows that there are six

hypotheses accepted from nine hypotheses proposed that show positive

relationship between latent variable. The results of this study are expected to be

useful for the development of tourism in Lombok and can be input for relevant

agencies, especially travel agents, the marketing of tourist destinations and

government.

Keyword: Destination Loyalty, Tourist Satisfaction, Pull Motivation, Push

Motivation.

vii

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh push motivation dan

pull motivation terhadap kepuasan turis dan loyalitas terhadap destinasi wisata.

Purposive sampling dipilih sebagai cara untuk memperoleh data di penelitian ini.

Kriteria responden yang telah ditentukan adalah muslim dan pernah berkunjung

ke Pulau Lombok setidaknya satu kali. Penelitian ini menggunakan data dari 100

orang responden. Partial least square (PLS) dipilih sebagai metode untuk

menganalisa data yang telah diperoleh. Hasil penelitian menunjukkan adanya

enam hipotesis yang diterima dari sembilan hipotesis yang diajukan yang

menunjukkan adanya hubungan positive antara variable latent. Hasil penelitian

ini diharapkan dapat berguna bagi pengembangan pariwisata di Lombok dan

dapat menjadi masukan bagi instansi terkait, terutama travel agent, bagian

pemasaran destinasi wisata dan pemerintah.

Kata kunci: loyalitas terhadap destinasi, kepuasan turis, push motivation,

pull motivation.

viii

FOREWORD

Assalamua‟laikum warahmatullahi wabarakatuh

Alhamdulillahirobbila‟lamin, thanks to my almighty God Allah

Subhanahu Wataa‟la for all his gifts, blessings, forgiveness, and protections that

he gave and shalawat and salam to prophet Muhammad Shallallah „Alayhi wa

Sallam, who had brought me to the brightness from the darkness, and who always

guided me as his ummah, then I can complete this thesis in order to obtain

bachelor degree of Economy in State Islamic University Syarif Hidayatullah

Jakarta.

While writing this thesis I realized that I have nothing about economics

knowledge and still have to learn much more, and I do realize that I only known

what Allah thought me. This thesis is still so far from flawless and perfection,

because the true perfection owner is only Allah. I want to thank for every support,

effort and recommendation from all faculty supervisors, without them I cannot

finish this thesis on time. I say thanks to the people who have helped me in the

preparation of thesis:

1. Prof. Dr. Dede Rosyada, MA as Rector of State Islamic University Syarif

Hidayatullah Jakarta.

2. Dr. M. Arief Mufraini, Lc., M.Si as Dean of Faculty of Economics and

Business of UIN Syarif Hidayatullah Jakarta.

3. Ade Suherlan, S.E, MBA, as thesis supervisor. Thank you for all patients,

supports, and recommendations that he gave during finishing this thesis. I

cannot finish this thesis without him. Thank you.

4. Titi Dewi Warninda, S.E, M.Si, as a Head of Management Studies

Program and Ella Patriana, MM, as Secretary of Management Studies.

5. Bonix, S.Far, Apt as academic staff, thank you for the help.

6. All the Lecturers and Employees of Faculty Economics and Business UIN

Syarif Hidayatullah Jakarta to teach me all of subject about economy and

business.

Without them, author cannot finish this thesis on time. Thank You.

Jakarta, June 2 2017

Azmi Umaymah

ix

SPECIAL THANKS

Assalamua‟laikum warahmatullahi wabarakatuh

This thesis I dedicate to:

1. Thank so much for my beloved mother Dra. Nurenlaila, M.A, and my

beloved father Drs. Pahmi who always support me, pray for me, listen for

all my complaints, teach me, and always be my side. I do not know how

my life will run without those two angels. I love you.

2. My lovely sister, Nadya Zahrayny, S.Far, Apt who always be by my side,

fight with me, angry to me, guiding me, helping me, and supporting me.

For all your love that you show me in different ways, thank you.

3. My lovely brother, Ahmed Tauziat Aq-qunduz, who always leans on me

and asks me for help, I love you. I hope you finish your school soon.

4. Ema Puteri Khodijah, my eating friend, who accompany me while doing

my research in Lombok. Thank you for all your kindness, may Allah

returns everything you have done for me,

5. Ka Pina, Umi and Bapak, thank you for allowing me stay at your home,

driving me to beautiful places in Lombok, guide me and remind me when I

forgot. Thank you so much.

6. Nurma wew, Sahila Denis, Agnes, Anin, Irei, Ida, Moopy (Rizqo), Abang

Khozin, Nunu, Budi, Idun, Wendi, father Enggar, and Majid. Last

population of students of management international program, I damn love

you guys. Thank you for accompany me while this maturity process. See

you on top guys!

7. Bradley H. Cooper, my lovely son. Thank you for accompanying me your

whole life. I love you so.

8. Forum Lingkar Pena Ciputat and all people inside it, thanks for making me

an author. Thank you for guiding me through organization, for teaching

me, for every moment that we share, and for everything that I got from

you. Long lasting FLP.

9. Senior of international program, thank you for everything that you gave

me.

Thank you for everything that you all gave to me. Wassalam.

Jakarta, June 2 2017

Azmi Umaymah

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TABLE OF CONTENT

APRROVAL THESIS SHEET ....................................................................... i

APPROVAL COMPREHENSION SHEET .................................................. ii

APPROVAL OF THESIS EXAM .................................................................. iii

SHEET STATEMENT AUTHENCITY SCIENTIFIC WORKS ............... iv

CURRICULUM VITAE .................................................................................. v

ABSTARCT ...................................................................................................... vi

ABSTRAK ........................................................................................................ vii

FOREWORD .................................................................................................... viii

SPECIAL THANKS ........................................................................................ ix

TABLE OF CONTENT ................................................................................... x

LIST OF TABLE ............................................................................................. xii

LIST OF FIGURE ........................................................................................... xiii

CHAPTER I: PREFACE

A. Research Background .......................................................................... 1

B. Problem Formulation........................................................................... 11

C. Objectives and Benefits of Research .................................................. 11

CHAPTER II: LITERATURE REVIEW

A. VARIABLE THEORY

1. Tourism ..................................................................................... 14

2. Tourist ....................................................................................... 17

3. Halal Tourism ........................................................................... 18

4. Motivation ................................................................................. 20

5. Push and Pull Factors .............................................................. 21

6. Tourist Satisfaction .................................................................. 22

7. Destination Loyalty .................................................................. 25

8. Relationship of Dependent Variables and Independent

Variables ................................................................................... 26

B. Previous Research ................................................................................ 28

C. Conceptual Framework ....................................................................... 30

D. Hypothesis ............................................................................................. 31

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CHAPTER III: RESEARCH METHODOLOGY

A. Research scope ...................................................................................... 34

B. Sampling technique .............................................................................. 34

C. Collecting Data Technique .................................................................. 35

D. Data Analysis Technique ..................................................................... 37

1. Definition and Basic Concept of PLS ..................................... 37

2. The Writing and Depiction of Variables ................................ 39

3. General Approach of PLS ....................................................... 44

4. Stages of PLS ............................................................................ 44

E. Operational Variable ........................................................................... 46

CHAPTER IV: ANALYSIS AND DISCUSSION

A. General description of research object .............................................. 48

1. History of The Island of Lombok ........................................... 48

2. General Overview of Lombok Tourism ................................. 49

B. Analysis and Discussion ....................................................................... 52

1. Respondents descriptive .......................................................... 52

2. Evaluation of Measurement Model (Outer Model)............... 55

3. Evaluation of Structural Model (Inner Model) ..................... 61

4. Hypothesis Analysis ................................................................. 63

CHAPTER V: CONCLUSION AND RECOMMENDATION

1. Conclusion ................................................................................. 72

2. Recommendation ...................................................................... 74

BIBLIOGRAPHY ............................................................................................ 77

ATTACHMENTS ............................................................................................ 82

xii

LIST OF TABLE

Table 1.1: The Top Ten Organizations of Islamic Conference (OIC)

Destinations of Global Muslim Travel Index ................................................... 8

Table 2.1: Previous Researches .......................................................................... 28

Table 3.1: Likert Scale ........................................................................................ 37

Table 3.2: Operational Variables ...................................................................... 46

Table 4.1: Respondents Based on Gender......................................................... 53

Table 4.2: Respondents Based on Ages ............................................................. 53

Table 4.3: Respondents Based Occupation ....................................................... 54

Table 4.4: Respondents Based on Marital Status ............................................. 54

Table 4.5: The Result of Loading Factor .......................................................... 56

Table 4.6: Cronbach’s Alpha Analysis Result .................................................. 57

Table 4.7: Composite Reliability Analisys ........................................................ 57

Table 4.8: AVE Analysis Result ......................................................................... 58

Table 4.9: Latent Variable Correlation ............................................................ 59

Table 4.10: Square Foot AVE ............................................................................ 59

Table 4.11: Cross Loading Values ..................................................................... 60

Table 4.12: R2

Result Analysis ........................................................................... 61

Table 4.13: Path Coefficient ............................................................................... 63

Table 4.14: R2 Adjusted ..................................................................................... 65

Table 4.15: Indirect Effects ................................................................................ 69

xiii

LIST OF FIGURE

Figure 1.1: International Tourist Arrival 1990-2015 Asia Pacific .................. 2

Figure 1.2: Global Muslim Population .............................................................. 3

Figure 1.3: Number of International Tourist arrivals to Indonesia ............... 6

Figure 1.4: Indonesia Visitor Exports 2011-2015 ............................................. 7

Figure 2.1: Conceptual Framework of Research ............................................. 31

Figure 3.1: four latent variables path modeling ............................................... 39

Figure 3.2: Latent and Manifest Variables ....................................................... 39

Figure 3.3: Inner and Outer Model ................................................................... 43

1

CHAPTER I

PREFACE

A. Background

Travel and tourism is an important economic activity in the most countries

around the world. It has both, significant direct and induced impact to industry

and societies. It generated US$7.6 trillion (10 % of global GDP) and 277 million

jobs for global economy in 2014 (World Travel and Tourism Council, 2015).

Tourism is one of the largest and fastest growing economic sectors in the world,

just in last six decades. The number of international tourist who arrived to

destinations around the world increased from 25 million in 1950 to 278 million in

1980, 674 million in 2000 and 1186 million in 2015. As well as the number of

international tourist arrivals, total of international tourism receipts earned by

destination worldwide have increased from US$ 2 billion to US$ 104 billion in

1980, US$ 495 billion in 2000 and in 2015 it exceeds 1260 US$ billions

(UNWTO, 2016), these makes tourism industry a very stiff field of competition

among tourism marketers.

Number of international tourist who arrived to Asia Pacific also increased

from year to year. It increased from 205.5 million tourist in 2010 to 264.3 million

in 2014 and increased again in 2015 to 279.2 million. Asia Pacific subdivide into

four main regions, they are North-East Asia, South-East Asia, Oceania and South

Asia. Indonesia is part of South-East asia with another ten countries.

2

0

20

40

60

80

100

120

140

160

1990 1995 2000 2005 2010 2014 2015

North-East Asia

South-East Asia

Oceania

South Asia

Figure 1.1

International Tourist Arrival 1990-2015 Asia Pacific (million)

Source: UNWTO, 2016

To be a successful industry, tourism not only needs peace, security which

supported by political stability and well intercultural communication among

groups without any physical or mental harassment (Al-Hamarneh and Steiner,

2004) but also understanding of tourist‟s special needs as disable tourist, elderly

tourist, guy tourist (Battour and Ismail, 2014), birdwatchers tourist (Chen and

Chen, 2015), and adventure tourist (Sato, et al, 2016). In the last decade, it has

been observed that there is growing interest in new tourism concept such as

„islamic tourism or halal tourism‟ (Battour, et al, 2012). Islamic tourism

perspective introduced by introduced by a bilingual Arab and English magazine

which was presented in Damascus at International Conference organized by

UNESCO, this magazine was presented few hours before attacks in September 11,

2001 (Al-Hamarneh and Steiner, 2004). According to al-shakry (2010), publisher

of the magazine, in comprehension of Islamic in „islamic tourism‟ is first to

disseminate of Islamic values and to revive Islamic culture, second is to increase

3

economy benefits especially for Islamic societies and the last the reinforcement of

Islamic self-confidence, belief, and identity in facing the negative perception

when compared to other lifestyle and culture. Islamic or halal tourism is not to

substitute existing tourism segment but to open up new opportunities (Al-

Hamarneh and Steiner, 2004).

Muslim is a huge market for tourism. It population grow rapidly and

constantly significant. Muslim population is estimated to grow to 1.9 billion or

24.9 % of world population in 2020. In 2030 it estimated to grow to 2.2 billion or

26.5 %, in 2040 2.49 billion or 28.1 % and it will still grow in 2050 about 2.76

billion or 29.7% of world population (Pew Research Center, 2015).

Figure 1.2

Global Muslim Population

Source : Pew Research Center, 2016

As well as it population grow, number of muslim tourist also grow

significantly. According to Global Muslim Travel Index 2016, the development of

Muslim tourist is the fastest growing segments in the global travel industry. It was

estimated that there were 117 million international muslims travel around the

0

500.000.000

1.000.000.000

1.500.000.000

2.000.000.000

2.500.000.000

3.000.000.000

2010 2020 2030 2040 2050

Global Muslim Population

4

world, in 2015. This is projected to grow to 168 million by 2020, where the travel

expenditure by Muslim travelers is expected to exceed USD 200 billion.

The youth generation of muslim affected the increasing number of muslim

traveler, the median age muslim in 2010 is 23, seven years younger than other

religion groups. So, they actively contribute in family making decision for their

vacation, and they are better educated and informed. The other reason is easiness

in getting information. Here, internet has a big contribution. Increasing travel

agent which understood the special needs of muslim travelers and assure their

security and disposable incomes also affected the number of muslim travelers

(Crescent Rating and Master Card, 2016).

Muslim people are unique. Their daily life is guided by Qur‟an and sunnah

or hadith which is contain prophet Muhammad words, thoughts, and deeds

recalled by his companions and families. Even during traveling, muslim required

to follow fundamental Islamic percepts (Sriprasert et al, 2014) such as five time

prayers and fasting during Ramadan.

A few years ago, muslim travels to some specific destinations which

understood requirements of muslim travelers, while other destinations did not

have. Recently, muslim travelers behavior and profile already changed.

Nowadays, they seek destinations which can cater their special needs (Crescent

Rating and Master Card, 2016) such as hotel with prayer time reminders or at least

direction to Mecca, swimming pool that separated between men and women,

serving halal food and beverages, Ramadan services and separated SPA services

(Halal lifestyle, 2016).

5

In a way to attract muslim tourists, halal tourism marketers make various

tour packages based on what they percept as „Islamic culture‟ which is define as a

type of tourism based on Islamic teachings regarding diet, dress, conduct and

behaviorisms (Battour and Ismail, 2014). According to Riyanto Sofyan halal

product nowadays not only notice by muslim majority countries as Turkey and

UAE but also minority muslim countries such as South Korea, Japan and

Thailand, (Halal lifestyle,2016)

To manifest it commitment to develop halal tourism, Thailand organize

Thailand Halal Assembly in Desember 25, 2015 with theme Diamond Halal to the

World. Subtheme of this event was science, innovation and halal technology,

modern culture and art (Halal lifestyle, 2016). Also in 2015, South Korea which

famous with its drama, issued a mini drama series with title Lunch Box to

promote its halal food. Making of this mini drama cooperate K-food Fair with

Malaysia, Indonesia and United Arab Emirates (dramahouse, 2017).To Attract

muslim tourist, Japan eased visa restriction for certain countries included Jordan

and UAE in 2015 (Smith, 2017). Still in 2015, Turkey launches first Muslim

Friendly Cruise which serves sailing through Aegea sea (Halal lifestyle, 2016).

As well as its role in global, tourism industry also plays an important role

in Indonesia. It contributes IDR 946,087.0bn or 9.3% of GDP in Indonesia in

2014. Tourism industry also contributes to employment, including indirect jobs

that supported by the industry, was 8.4% of total employment (World Travel and

Tourism Council, 2015). The number of international tourist who came to

Indonesia increased since the last five years. Based on Indonesian Central Bureau

6

of Statistics report, in 2011 7,649,731 international tourists arrived to Indonesia,

in 2012 have increased to 8,044,462, in 2013 8,802,129, in 2014 9,435,411 and in

2015 10,230,775. President Joko Widodo targeted 20 millions international

tourists arrive to Indonesia in 2019 (Liputan 6, 2017).

Figure 1.3

Number of International Tourists Arrivals to Indonesia 2011-2015

Source : Badan Pusat Statistik, 2016

As well as increasing number of international tourist arrival to Indonesia,

visitor exports also have increased. In 2011 visitor exports generated IDR 91,622

billion, in 2012 it generated IDR 98,94 bn, in 2013 IDR 113,937 bn, in 2014 IDR

132,159 bn, in 2015 it estimated to generate IDR 139,373 bn and in 2025 it

forecasted to generate IDR 238,606 bn (World Travel and Tourism Council,

2015).

As muslim majority country Indonesia has a huge opportunity to be

muslim tourist destination. In 2010 from about 7 millions international tourist, 1,2

million or 18% are muslim tourist (Kemenpar, 2017) , it increase in 2012, from

about 8 millions international tourist, 18,24 % or 1,234,041 are muslim tourists

0

2.000.000

4.000.000

6.000.000

8.000.000

10.000.000

12.000.000

2011 2012 2013 2014 2015

Number of InternationalTourists

7

(Kemenpar,2012) and in 2015 2,211,934 are muslim tourists from 10,406,759

international tourist (muslimmyid, 2017).

Figure 1.4

Indonesia Visitor Exports 2011-2015

Source : (World Travel and Tourism Country, 2015).

According to Yahya (2015), development of halal tourism in Indonesia is

not maximal, it development just achieve 20%. The slow development of halal

tourism in Indonesia influenced by many factors, one of them is majority muslim

citizen which makes citizen less sensitive to the development of halal tourism.

Indonesia keeps improving to be world class halal tourism destination. Ministry of

Tourism and economic creative enacts that there are 13 provinces which are ready

to be halal tourism destination, such as West Nusa Tenggara, Nangroe Aceh

Darussalam, West Sumatera, DKI Jakarta, Banten, Lampung, Riau, West Java,

Central Java, Yogyakarta, East Java, South Sulawesi dan Bali (Halal lifestyle,

2016). Based on Global Muslim Travel Index, Indonesia have become one of top

ten Muslim Tourism Destination countries in last three years.

Recently Indonesia has proved it existence in halal tourism by gaining

three categories in World Halal Travel Award 2015 in United Arab Emirates,

there are World‟s Best Family Friendly Hotel for Hotel Sofyan Jakarta, World‟s

0

50.000

100.000

150.000

2011 2012 2013 2014 2015

Visitor Exports

8

Best Halal Tourism Destination dan World‟s Best Halal Honeymoon Destination

awarded to Lombok Island (Halal Lifestyle, 2016).

Table 1.1

The Top Ten Organization of Islamic Conference (OIC) Destinations of

Global Muslim Travel Index.

No 2014 2015 2016

1. Malaysia Malaysia Malaysia

2. United Arab Emirates Turkey United Arab Emirates

3. Turkey United Arab Emirates Turkey

4. Indonesia Saudi Arabia Indonesia

5. Saudi Arabia Qatar Qatar

6. Marocco Indonesia Saudi Arabia

7. Jordan Oman Oman

8. Qatar Jordan Morocco

9. Tunisia Morocco Jordan

10. Egypt Brunei Bahrain

Source : Cresrating and Master card, 2016

Lombok is well known as hundred mosques city, with 96 percent of its

citizen are muslim (Kompasiana, 2017). Lombok offer the easiness to do ibadah

everywhere and everyday due to the number of mosques available in Lombok are

much. According to Endang Triwahyu Ningsih number of international muslim

tourist arrival to Lombok, especially from Malaysia increased significantly from

3.601 in July to 4.050 in August. (radarlombok, 2017). Number of international

muslim tourists from Iran also increased, until September 2016, 6.300 of 7.700

visitors from Iran came as tourist and others for business sake. This number

increased if compared to number of visitors with visit visa last year 4.200 of 5.100

visitors. (mediaindonesia, 2017). Although Lombok is a potential market for halal

tourism it does not mean hospitality businessman in Lombok support this

program. Most of the businessmen still do not take halal certification for halal

9

food and hotel yet. According to Abdul Karim, Indonesian Council of Ulama do

not force businessman in hotel and restaurant industries to take halal certification

but it urges them to take it. Abdul Karim also said that problems related halal

certification will emerged with increasingly heavy tourist flow for next year

(lombokpost, 2017).

In way to attract international tourist to Lombok, government give several

countries visa-free visits facility. Countries that given this facility are Thailand,

Malaysia, Singapore, Brunei Darussalam, Philippines, Hongkong, Macao, Chile,

Marocco, Peru, and Vietnam (lombokairport, 2017). Other facilities that eased

international tourist are abolition of Cabotage and Clerance Approval for

Indonesian Territory (CAIT) (Halal lifestyle, 2016).

In order of facing stiff field of competition, gaining abundance information

of motivation and it interrelationship with consumer satisfaction and loyalty is an

important factor (Yoon and Uysal, 2005). Many researchers agreed that

motivation is vantage point to start understanding why people travel and choose

specific destination (Kim, 2008). Motivation is a part of psychological factors

besides perception, learning, beliefs and attitude which influence someone

purchase decision (Kotler and Amstrong, 2010).

Push motivations are factors that come from internal desire of tourist

(Uysal and Jurowski, 1994), for instance, achievement, exciting and adventure,

family togetherness, knowledge and education, escape, and sports (Battour, et all,

2012). On the other side, pull factors are emerged from external factors which

pulled tourist to the destination (Kim and Lee, 2002) such as, modern atmospheres

10

and activities, wide space and activities, small size and reliable weather, natural

scenery, different culture, cleanness and shopping, night life and local cuisine,

interesting town and village and water activities (Yoon and Uysal, 2005).

Destination marketers could identify factors that affect tourist decision to cater the

physical and emotional needs of tourists through analysis of push and pull

motivation (Kim, et al, 2008).

Research that examined the influence of motivation towards satisfaction

conducted in the field of travel, tourism and vacation (Sato, et al, 2016).

Satisfaction is evaluation process that done by a customer in term of fulfilling the

customer needs and wants (Zeithaml, et al, 2009). Satisfaction as a result of

previous visit will effect to the loyalty (Um, et al, 2006). Sramek, et al (2008)

define loyalty as post purchase evaluation that produce result such as positive

attitude toward product, commitment, and willingness to recommend. Even

thought in term of tourism the repeaters will spend money less than first comers,

but they have intention to recommend to their relatives, and friends (Sato, et al,

2016).

Many researchers have found that there is significant relation of

motivations, satisfaction and destination loyalty. Sato, et al, (2016) found that

there is significant influence from pull motivation toward destination loyalty

through satisfaction for decision makers of destination. Another research

conducted by Battour, et al, (2012) found that tourism motivations significantly

and positively influence to tourist satisfaction. The research also found that

overall tourist satisfaction positively associated with destination loyalty.

11

Therefore, by looking at the phenomenon that happens now, the author is

interested in conducting research entitled “The Motivations and Tourist

Satisfaction Roles on Destination Loyalty (Study of Muslim Tourists in

Lombok)”.

A. Problem Formulation.

1. Do push motivation influence tourist satisfaction and how it relationship with

tourist satisfaction?

2. Do pull motivation influence tourist satisfaction and how it relationship toward

tourist satisfaction?

3. Do push and pull motivation influence tourist satisfaction simultaneously?

4. Do tourist satisfaction influence destination loyalty and how it relationship

toward destination loyalty?

5. Do push motivation influence destination loyalty and how it relationship


6. Do pull motivation influence destination loyalty and how it relationship


7. Do push and pull motivation influence destination loyalty simultaneously?

8. Do pull motivation influence destination loyalty through tourist satisfaction?

9. Do push motivation influence destination loyalty through tourist satisfaction?

B. Objectives and Benefit of Research

Based on the previous explanation of the problem, the specific objectives of

this research are:

12

1. To analyze how push motivation‟s relationship and influence toward tourist

satisfaction.

2. To analyze how pull motivation‟s relationship and influence toward tourist

satisfaction.

3. To analyze how push and pull motivation‟s relationship and influence toward

tourist satisfaction simultaneously.

4. To analyze how overall tourist satisfaction‟s relationship and influence toward

destination loyalty.

5. To analyze how push motivation‟s relationship and influence toward


6. To analyze how pull motivation‟s relationship and influence toward


7. To analyze how push and pull motivation‟s relationship and influence toward


8. To analyze how pull motivation‟s relationship toward destination loyalty

through overall tourist satisfaction.

9. To analyze how push motivation‟s relationship toward destination loyalty


this research, emphasize for groups below:

1. For the researcher

Adding research insight into phenomenon that happened recently in

tourism industry, and deeply understanding about tourist satisfaction and their

loyalty to destination based on their motivations, here are push motivations

13

which is come from tourist internal desire and pull motivations which is come

from external factors such natural scenery and wide space and activities.

2. For Travel agents.

It is worthwhile for travel agents to know why people travel and

choose specific destination. This research will help them to answer those

question, by knowing why they travel (push motivation) and why they choose

the destination (pull motivation) and what will make them satisfied also, what

will make tourists intent to revisit or recommend the destination to other,

family and friends. So, the travel agents can conduct the suitable tour package,

especially for international muslim tourist.

3. For Government.

The result of this research can be useful as consideration in making

decision or crating policy. In Indonesia, tourism is the fourth number in devisa

contribution. This research can help government to arrange the suitable policy

which can support the development of tourism industry.

4. For Readers.

The result of this research can be useful as an insight for readers who

work in tourism sector, especially on motivations of tourist to come to current

destination, and how they impact on tourist satisfaction and destination

loyalty.

14

CHAPTER II

LITERATURE REVIEW

A. Basic Theory.

1. Tourism.

UNWTO (2012) defined tourism as “the cluster of productions units in

different industries that provide consumption goods and services demanded by

visitors” (Robinson et al, 2013). According to Jafari (1977) tourism can be

define as “the study of man away from his usual habitat, of the industry which

responds to his needs, and of the impacts that both he and the industry have on

the host‟s socio-cultural, economic, and physical environments” (as cited in

Batta, 2010) According to Indonesian law number 10 of 2009 on tourism that

tourism can be define as various activities of tourism and supported by

facilities and services that provided by local community, businessman, and

government (Ismayanti, 2010).

Emerging of tourism is caused by three main reasons, they are :

a. Tourist

Tourist is an actor in tourism, who does a lot of activities inside

tourism term. Tourism is where and when people can enjoy, anticipate and

recall moments in their life (Ismayanti, 2010)

b. Geography element.

Geography elements subdivide into three main areas:

15

1. Origin area of tourist.

The place where tourist usually been, where they do their daily life for

instance working, studying, sleeping, and other basic necessities

(Ismayanti, 2010). According to Batta (2000) the origin are of tourist is

location to generate demand of tourism activities. In this area marketing

fuctions such as promoting, advertising, retailing are conducted in way

attract tourist.

2. Transit area.

Transit area route is a way that related to origin area and destination of

tourist, along with tourist travel (Batta, 2000). Tourists do not have to stop

in this area if it do not needed. But, this area is important, and many

tourists go to other destinations through this area. Tourists sometimes

ended the journey here. Some countries that used as transit area such as

Singapore and Hongkong (Ismayanti, 2010).

3. Tourist destination.

This area usually called sharp end of tourism. This area affected so much

by tourism. To develop the potential of this area, careful planning and

right strategic management are needed. Tourist destination is a creator of

tourism flow, and demand from tourists to travel from origin area. This

area can conclude as a reason of existence and development of tourism

(Ismayanti, 2010).

16

c. Tourism Industry.

Industry is every unit which is supplied the facilities, services, and

demand for tourist. The industry is business unit that spread in the three main

area of tourism, such as travel agent that comply tourists‟ needs from the

origin place until they arrived in the destination. (Ismayanti, 2010).

According to Heeley (1980) definition of tourism subdivide into two

main groups. First is conceptual thinking which attempt to explain tourism as

an activity. Second is technical definition which attempt to explain tourism as

people who work in this industry and involve with this activity, they are

people who employed to do the report about the activity and do survey and

submit the statistics data.

Based on tourism statistics tourism divided into three types :

a. Domestic tourism.

Domestic tourism can be define as activities which done by visitors in

their own country, even though the activities are part of international or

domestic trip (Scott et al, 2012).

b. Inbound tourism.

Inbound tourism is activity of tourism which done by visitors (non

resident) outside their origin country in certain destination or economy and

the activity can be part of domestic or international trip (Scott et al, 2012).

17

c. Outbound tourism.

Outbound tourism can be define as activities of tourism which done by

visitors outside their own country or economy, and this trip can be part of

domestic and international trip (Scott et al, 2012).

2. Tourist.

According to Rahman (2014) tourist can be define as “people who stay

their unusual place over the night up to one year for the sake of business or

vacation”. According to Batta (2000) Tourists are people who stay out the

usual place of residence at least one night over and making free and temporary

trip, exclude trip that made for earning money. According to UNWTO, tourist

can be define as “Overnight visitor, visitor staying at least one night in a

collective or private accommodation in the place visited”(as cited in

Ismayanti, 2010)

Ismayanti subdivides tourist into three main groups, they are :

a. Leisure and recreation.

Tourist who included in this group, they are who have these several

purposes such as vacancy and recreation, visiting culture events, healthy

purposes, sport (not as professional athlete) and other vacation reasons for

seeking pleasure. Main activities of this group are eating (Culinary),

taking a walk around the destination, and enjoying city environment

(Ismayanti, 2010).

18

b. Business and Professional.

Tourist who included in this group travel due to some purposes for

instance meeting client, incentive travel, business and certain mission that

linked to work. Activities that tourist in this group do, have important

impact to work.

c. Other tourism purposes.

Some other tourism reasons are, studies, health treatment, transit

and others that can be include as other tourism for instance perform

pilgrimage and seeking activities that can add the tourist‟s insight

(Ismayanti, 2010).

3. Halal Tourism.

Halal derived from Arabic meaning “permissible” or “lawful” and 70

percent of Muslims follow this term as standard (Ozgen, and Kurt, 2013).

Nowadays halal used in larger scale, unlimited to food and beverages only, but

also reflected and implemented in every aspect in daily life (CSH, 2016).

According to Jefferey, Chairman of World Travel Market define halal

tourism as a type of religious tourism that represents allowable activities under

the Islamic teachings in term of behavior, dress, conduct and diet (as cited in

Battour, Battor and Ismail, 2012).

Actually there is no formal definition of halal tourism, but it accepted

predominantly in muslims‟ world by muslim with leisure purposes. Travel has

an important historical meaning in Islam, in religious term and function

19

(Handerson, 2009), it is exemplified by Prophet Muhammad who travel from

Madinah To Mecca in fathul makkah.

Traveling in Islam is lawful, as it explained in surat Al-ankabut that

traveling should have purpose to contemplate and consider the creation of

Allah.

“Say: “Travel through the earth and see how Allah did originate

creation; so will Allah produce a later creation: for Allah has power over all

things” (Al-Quran Surat Al-Ankabout, 20).

Other surat that allow muslim to travel is surat Al-An‟am, which is

urged people to travel around the world to learn from people who does not

believe in God.

Say: “Travel through the earth and see what was the end of those who

rejected Truth” (Surat Al-An‟am, 11).

As describe in the preceding ayat as well as next ayat in Surah

Mohammed.

“Do they not travel through the earth, and see what was the end of

those before them?” (Surat Mohammed, 10).

According to Ali (1998) that in the ayat above Allah asks “ why do

they not travel on the earth to see the traces of peoples of the past and see that

they were destroy by Us owing to their denial of the prophet and harassing

them. They should know that their destruction was due to their disbelief and

disobedience. We destroy the peoples of the past and such fate awaits these

disbelievers.”

20

Allah wanted muslim to travel around the world to learn from others,

how disobedience to him should bring people to their damage, the damage

brought by themselves to themselves.

Thus, based on ayat from Qur'an that explained above, Allah

encouraged muslims to travel, to enjoy, muse and consider what God have

created, to do historical, social, and cultural encounters, to adding insight and

knowledge, to know others, learn from diversity, and to do da‟wah (Jafari and

Scott).

Then in the last decade halal tourism emerge as a new opportunity and

alternative to serve tourist in the tourist destination (Al-Hamarneh and Steiner,

2004). This opportunity also can be tools to disseminate of Islamic values,

introducing Islamic culture, increasing economy benefits especially for

muslim community and to affirm muslims‟ self-confidence, belief and identity

in order to face negative thinking and perception when compared to other

lifestyle and culture (Al-Hamarneh, and Steiner 2004) as ordered by Allah to

his servants.

4. Motivation.

To understand both tourists‟ travel behavior and decision making

process in deciding where to travel, motivation is a crucial key (Chen and

Chen, 2015), then important to define motivation in destination or tourism

term. Etymologically motive is derived from the Latin “movere” which means

to move (Dann, 1981). According to Murray‟s (1964) motive define as “an

internal factor that arouses, directs, and integrates a person‟s behavior” (as

21

cited in Chen and Chen 2015). According to Cambridge Advance Learner‟s

Dictionary a motive means “a reason for doing something” and motivation

define as “enthusiasm or the need or reason for doing something”. Motivation

also can be define as the processes that account for an individual intensity,

direction, and persistence of effort toward attaining a goal (Robbins and

Judge, 2013). Another definition of Motivation is derived from motive which

refers to the generic energizer for behavior while motivation refers to

interaction between motive and situation and cognitive in nature (Huang and

Hsu, 2009). Motivation can be define as a psychological condition in which an

individual is oriented towards and tries to achieve a kind of fulfillment (Jang

and Wu, 2006).

Tourist motivation refers to the amalgam of needs and wants which

influence a tendency to undertake traveling (Meng et al, 2006). Traveling

motive is tourist needs which make someone more likely to involve in certain

activity in tourism term (Mehmetoglu, 2011).

In tourism term, most accepted concept of tourist motivation is pull

and push factors due to much review about it (Battour et al, 2010).

5. Push and pull factors.

Push and pull factors in examining tourist motivation has been

accepted generally. This indication emerged from many literature review

about push and pull factors of tourist motivation (Uysal and Jurowski, 1994).

Consumers are likely to be pushed to travel by intangible factors and can be

pulled to decide destinations by tangible factors (Kim, 2008)

22

Crompton (1979) explored motivation in term “socio-psychological

motives” and “cultural motives” which indicated push and pull factor. He

concluded that there were nine factors of socio-psychological motives, and

two factors of cultural motives, influenced tourist decision in selecting a

destination. The factors of socio-psychological were, escape from a perceived

mundane environment, exploration and evaluation of self, relaxation, prestige,

regression, enhancement of kinship relationship, and facilitation of social

interaction. The factors of cultural motives were education and novelty.

Push factors are intrinsic motivators such as the desire for escape, rest,

relaxation, prestige, health and fitness, adventure, and social interaction. Pull

factors are those that emerge as result of the attractiveness of destinations as it

is perceived by those with the propensity to travel (Uysal and Jurowski, 1994).

According to Chen and Chen (2015), the push factors urge and pursue

tourist to travel on the other side pull factors influence tourists‟ decision about

destination. They conclude push factors as motivations and pull factors as

destination attribute.

6. Tourist satisfaction.

According to Oliver (2014) satisfaction can be define as judgment that

a product, or a service feature, or the product or service itself, provides a

pleasurable level of comparison-related fulfillment, including levels of under

or over fulfillment.

23

Satisfaction is the customer evaluation of a product or service in terms

of weather that product or service has met the customer‟s need and

expectations (Zaithmal et al, 2009).

Another definition of satisfaction came from Kotler (2000), he define

that satisfaction is a person‟s feeling of pleasure or disappointment resulting

from comparing a product‟s perceived performance (or outcome) in relation to

his or her expectations.

Purchasing that customers‟ done, does not end the marketers‟ effort in

selling their products. However, dealing with old customer is less expensive

that dealing with a new customer, so, marketers should interest to customer

post purchase behavior to engaging the old customer. Understanding post

purchase behavior of customer is closely related to understand whether

customer satisfied or dissatisfied with the product (Kotler and Armstrong,

2010).

According to Kotler and Amstrong (2010), satisfaction is a key to

building profitable relationship with customers‟ to keeping and growing

consumers and reaping their customer lifetime value. Of course gaining

satisfaction is not an easy work. Satisfaction is when perceived performance

suited or exceeds the customers‟ expectations. If perceived performance

cannot reach customers‟ expectation then the result is dissatisfaction.

Customers‟ satisfaction will lead to repeat buying behavior, good word of

mouth, decreasing customers‟ interest to another brands and its advertising

24

and less interest to purchase other companies‟ product (Kotler and Armstrong,

2010).

According to Meng et al,(2006) there nine theories on customer

satisfaction have been introduced in the literature, are : (1) Expectancy

disconfirmation, (2) assimilation or cognitive dissonance, (3) contrast, (4)

assimilation contrast, (5) Equity, (6) attribution, (7) comparison level, (8)

generalized negativity, (9) and value percept.

Expectancy-Disconfirmation approach basically measures satisfaction

as a degree level. This approach uses contentment of consumption as the

degree level that engage with fulfillment of needs toward a product or service.

Disconfirmation subdivides into three types, first is positive disconfirmation,

this occurs when product or service can exceed customers‟ expectation.

Second is negative disconfirmation happens when a product or service cannot

reach customers‟ expectation. Third is neutral disconfirmation, this happens

when a product or a service can reach the customers‟ expectation but cannot

exceed it (Peter and Olson, 2010).

According to Oliver and Swan (1989) who were interested in equity

theory, customer satisfaction is relationship between the costs that customer

has spent in gaining something, the costs here are such as money, time,

opportunity, efforts and benefits and what he/ she actually gain. In tourism

term can be concluded as value that customers received after spending their

time, efforts, benefits, money, and other opportunities. If what they have spent

is equal to what they have gained, that is mean the destination is worthwhile.

25

The other theory of satisfaction put forward by La Tour and Peat

(1979) is the Comparison Level Theory. They argue that there is more than

one basic determinant as standard to measure satisfaction which use in the

Expectation-Disconfirmation Theory. Then both argue three basic

determinants to measure satisfaction: 1) consumers‟ foregoing experience

towards similar product, 2) expectations produced through situation (those

created after exposed advertising and other promotional tools), 3) reference

group‟s experience. After applying the theory, both found that the experience

from consumers‟ they selves and the experience from reference groups‟ as

well, are the most important standard for comparison in consumer‟s

satisfaction (Yuksel and Yuksel, 2008)

Actually among those nine theories, expectation disconfirmation is the

most accepted theory to measure satisfaction (Peter and Olson, 2010).

7. Destination loyalty.

According to Kotler and Keller (2012) can be define as “a commitment

to repurchase or repatronize a preferred product or service.” Customer loyalty

well known as repeated purchase, positive attitude, long term commitment,

intention of continuing the affiliation, and positive word-of-mouth advertising

(Sramek et al, 2008).

According to Meleddu, et al (2015) loyalty subdivide into three main

groups, there are attitudinal loyalty, behavioral loyalty, and composite loyalty.

First definition define that loyalty is about customers‟ attitude toward the

product based on his/her value which received from the past experience and

26

willing to recommend the product toward his/ her relatives and friends.

Second definition explains loyalty as customer behavior toward the product,

for instance willingness to repurchase.

8. Relationship of Dependent Variables and Independents Variables

a. Relationship of Push and Pull motivation to Tourist Satisfaction

The relationship of motivations and tourist satisfaction and their roles

on determining the successful destination marketing already examine and

explain richly in the literature. Many of the studies and literatures used pull

and push motivations as basic (Battour, et all, 2012).

Well, satisfaction describe as customers‟ evaluation about how

destination fulfill their needs (Sato, et all, 2016) and motivations which

divided into two, pull and push motivations have specific effect on tourist

behavior and lead it to tourist satisfaction (Battour, et all, 2012). Many

researchers strongly agree that pull motivations are tourism attraction which

appropriate with previous literature about tourism attraction can produce

tourist satisfaction. Push motivations are derived from socio-psychological

motives which drive people to travel (Sato, et all, 2016). Push motivations can

be concluded as internal stimulation such as escape, relaxation, and education

(Battour, et all, 2012).

Tourism marketers need to enactive the motives behind certain types

of travel behavior including the selection of a destination and the attributes

found in the choice vacation spot (Yoon and Uysal, 2005). Then, it can be

reasoned that tourist satisfaction is related to motivations.

27

b. Relationship among Push and Pull motivation, Tourist Satisfaction,

and Destination Loyalty.

As well as relationship among satisfaction and motivations, many

researchers‟ who assume that both have significant influence to destination

loyalty have found out the positive relationship between them (Battour, et all,

2012). The destination loyalty has been observed as word of mouth or

recommendation and intention to visit (Meleddu, et all, 2015), similarly with

customer loyalty in context of theoretical (Battour, et all, 2012). Both of them

also already examine by many researcher as outcome of motivations and

tourist satisfaction (Sato, et all, 2016).

Yoon and Uysal (2005) supported that destination loyalty has a causal

relationship with motivation and satisfaction. Um, et all, (2006) also suggest

that revisit intentions is determined by perceived attractiveness, satisfaction,

perceived quality of service, and perceived value for money. They also

conclude that revisits are determined more by perceived attractiveness than by

overall satisfaction (Battour, et all, 2012). Then it can be reasoned that

destination loyalty is associated with motivation and satisfaction.

28

B. Previous Research.

Table 2.1

Previous Researches

No Researcher Title Variable Methodology Conclusion

1. Battour and

Ismail,

2014

The role of

destination

attributes

in Islamic

tourism

Islamic

norms and

practices

(INP), push

motivation,

pull

motivation,

and overall

tourist

satisfaction

.

Partial Least

Square

Islamic norms

and practices

(INP), push

motivation,

pull motivation

are statistically

significant to

overall tourist

satisfaction.

INP

significantly

moderates the

relationship

between the

pull motivation

and overall

tourist

satisfaction

2. Battour,

Battor, and

Ismail,

2012

The

mediating

role of

tourist

satisfaction

: a study of

muslim

tourists in

Malaysia

Push

motivation,

pull

motivation,

overall

tourist

satisfaction

, and

destination

loyalty.

Partial least

square

Push

motivation and

pull motivation

statistically has

significant

relation to

overall tourist

satisfaction.

As well as

overall tourist

satisfaction has

significant

relation to

destination

loyalty.

29


3. Rahman,

2014

Motivating

factors of

Islamic

tourist‟s

destination

loyalty :

empirical

investigatio

n in

Malaysia

Islamic

attributes,

destination

attribute,

quality of

service,

Islamic

tourist

satisfaction

and

destination

loyalty

Partial least

square

Islamic

attributes,

destinations

attribute, and

quality of

service has

significant

relation to

Islamic tourist

satisfaction.

Islamic tourist

satisfaction has

significant

relation to

destination

loyalty.

4. Shintaro

Sato, Hany

Kim,

Richard J.

Buning,

Munehiko

Harada,

2016

Adventure

tourism

motivation

and

destination

loyalty: A

comparison

of decision

and non

decision

makers.

Push

motivation,

Pull

Motivation

Satisfaction

,

destination

loyalty,

Decision

makers,

and non

decision

maker

Structural

Equation

Model

The results

show that DM

and non DM

tourists have

different

motivation to

travel. DM

persuade the

excitement

more than Non

DMs, who

attend to be

more

motivated by

family related

needs.

30


5. Li-Ju Chen,

and Wei

Peng Chen,

2015

Push-pull

factors in

internatio

nal

birders‟

travel.

Push

factors as

motivation

and Pull

factors as

destination

attribute

Factors

analysis

The results show

that push factors

that bird-related

are novelty

seeking,

contribution and

sharing, spiritual

refreshment,

relationship

building, and

competition.

The pull factors

that important to

birders are avian

resources,

professional

guides, facilities

and

infrastructure

and local and

traditions.

C. Conceptual Frameworks.

Conceptual frameworks can be define as “an argument about why the

topic one wise to study matters, and why the means proposed to study it are

appropriate and rigorous.” (Ravitch and Riggan, 2016). According to Miles et

al (2014) a conceptual framework explains, either graphically or in narrative

form, the main things to be studied- the key factors, variables or constructs

and the presumed interrelationship among them.

Conceptual framework can ease researcher work due to its function as

the researcher‟s map, so the researcher can see the territory that have to be

observe and investigate (Miles, et al, 2014).

31

Figure 2.1

Conceptual Framework of Research

D. Hypothesis.

According to Cooper and Schindler (2006) hypothesis can be define as “a

proposition formulated for empirical testing: a tentative descriptive statement that

describes the relationship between two or more variables.” Other definition of

hypothesis is concept or opinion that formed previously which based on theory of

Push Factors (X1) Pull Factors (X2)

Overall Tourist Satisfaction (Y)

Destination Loyalty (Z)

Measurement Model (Inner Model):

1. Convergent validity test

- Invidual item reability

- Construct reability

- Average variance extracted

2. Discriminant validity test

Structural Model (Outer Model):

- R2

- Q2

- Goodness of fit

-

Hypothesis Testing

T-statistics

R2

Adjusted

Conclusion and Advices

32

marketing (Joseph et al, 2003). Hypothesis is assumption or guess that a

researcher or manager makes about some characteristic of the population being

investigated (McDaniel and Gates, 2004).

1. The relationship of push motivation and overall tourist satisfaction.

Ho1: push motivation has significant influence to tourist satisfaction

Ha1: push motivation no significant influence to tourist satisfaction

2. The relationship of pull motivation and overall tourist satisfaction.

Ho2: pull motivation has significant influence to tourist satisfaction

Ha2: pull motivation no significant influence to tourist satisfaction

3. The relationship of pull and push motivation towards tourist satisfaction

Ho3: pull and push motivation simultaneously has significant influence to

tourist satisfaction.

Ha3: pull and push motivation simultaneously has no significant influence to


4. The relationship of tourist satisfaction and destination loyalty.

Ho4: Tourist satisfaction has significant influence to destination loyalty.

Ha4: Tourist satisfaction no significant influence to destination loyalty.

5. The relationship of pull motivation and destination loyalty.

Ho5: pull motivation has significant influence to destination loyalty.

Ha5: pull motivation satisfaction no significant influence to destination loyalty.

6. The relationship of push motivation and destination loyalty.

Ho6: push motivation has significant influence to destination loyalty.

33

Ha6: push motivation satisfaction no significant influence to destination

loyalty.

7. The relationship of pull and push motivation simultaneously toward


Ho7: pull and push motivation simultaneously has significant influence to


Ha7: pull and push motivation simultaneously has no significant influence to


8. The relationship of pull toward destination loyalty through overall tourist

satisfaction.

Ho8: Pull motivation has significant influence toward destination loyalty


Ha8: Pull motivation has no significant influence toward destination loyalty


9. The relationship of push toward destination loyalty through overall tourist

satisfaction.

Ho9: Push motivation has significant influence toward destination loyalty


Ha9: Push motivation has no significant influence toward destination loyalty


34

CHAPTER III

RESEARCH METHODOLOGY

A. Research Scope

The scope of research is research conducted in Lombok Island, NTB. The

period of research is April until Mei 2017. This research will examine the positive

correlation of push and pull motivation toward overall tourist satisfaction and it

correlation to destination loyalty.

B. Sampling Technique.

1. Population.

Population can be define as “the total collection of elements about

which we wish to make some inferences” (Cooper and Schindler, 2006).

According to McDaniel and Gates (2004) population can be define as “the

entire group of people about whom formation is needed; also called universe

or population of interest”. According to Malhotra (2009) that population can

be define as “the aggregate of all elements, sharing some common set of

characteristics, which can comprise the universe for the purpose of the

marketing research problem.”

Population in this research is domestic tourist and muslim in Lombok

Island, West Nusa Tenggara, Indonesia.

2. Sample Technique

Sample is a group of cases, participants, events, or records consisting

portion of the target population, carefully selected to represent the population

(Cooper and Schindler, 2006). According to Malhotra (2009) sample is a

35

small group in population or small part of the elements of population that

selected to be used as respondent for certain research.

In this research, researcher will use purposive sampling which also

well known as judgmental sampling. Judgmental sampling is one of non

probability sampling which is has similar form of convenience sampling, but

added by researcher judgment to select the population elements (Malhotra,

2009). In this research, questionnaire will be filled by tourists who have both

criteria, muslim and have visited Lombok, NTB once at least.

The researcher take 100 samples respondent, because according to

Goodhue, Lewis, and Thompson (2006) that the PLS at sample size 50 still

generated significant results.

C. Collecting Data technique

1. Type of data

Data are information (attitudes, behaviors, motivations, attribute, etc.)

collected from participants or observation (mechanical or direct) or from

secondary sources (Cooper, and Schindler, 2006).

Type of data that researcher used in this research is:

a. Primary data

Primary data are data the researcher collects to address the specific

problem at hand- the research questions (Cooper, and Schindler, 2006).

Primary data are data that have not been processed by anyone from any party

for certain purpose (Abdillah and Hartono, 2015). According to Malhotra

36

(2009) primary data can be define as “data originated by the researcher for

the specific purpose of addressing the research problem.”

The primary data was collected from questionnaire which filled by

respondent who has criteria which has been mentioned before. According to

Cooper and Schindler (2006) questionnaire is an instrument delivered to the

participant via personal or non personal means that is completed by the

participant. Other definition of questionnaire advanced by Malhotra (2009),

he defines questionnaire as “a structured technique for data collection that

consists of a series of questions, written or verbal, that respondent answers.”

The collected data will be process using SmartPLS 3.0

The questionnaire uses likert scale which consists of five level

answers. Likert scale is a variation of summated rating scale asks a rater to

agree or disagree with statements that express either favorable or unfavorable

attitudes toward the object. The strength of attitude is reflected in the

assigned score and individual score may be totaled for an overall attitude

measure (Cooper, and Schindler, 2006). Other definition of likert scale is a

measurement that range from “strongly disagree” to “strongly agree” with

five level degrees, it requires the participant to answers based on degrees that

suited the observed object (Malhotra, 2009).

In this research, researcher divided questionnaire into three parts, first

part contain questions about push and pull factors which use 1 that indicates

not important at all and 5 indicates very important based on the previous

research that conducted by Battour, et al, (2012), second part contain

37

questions about tourist satisfaction, the questions were measured on five

point likert scale ranging from 1 which indicates not satisfied at all and 5

which indicates very satisfied.

Table 3.1

Likert Scale

No Range Weight

1 Very Important 5

2 Important 4

3 Neutral 3

4 Not important 2

5 Not important at all 1

b. Secondary data

Secondary data are results of studies done by others and for different

purposes the one for which the data are being reviewed (Cooper and

Schindler, 2006). According to Malhotra (2009) secondary data are data that

have been collected for other purpose.

D. Data Analysis Technique

1. Definition and Basic Concept of PLS.

Partial least square developed by Herman Wold, it is a variant-based

structural equation modeling (Mehmetoglu, 2012). Partial Least Square is a

multi variant technique statistics which can compare among multiple

dependent variables and multiple independent variables (Abdillah and

Hartono, 2015). PLS can also be regarded as powerful analysis method which

can be used in every scale of data such as nominal, ordinal, interval, and

ratio, with flexible requirement of assumption (Yamin and Kurniawan, 2011),

38

PLS developed by Herman Wold at the end of 1960s for econometrics which

previously used in chemistry for analytic study , Physics, and clinical

chemistry (Abdillah and Hartono, 2015). PLS-PM also known as a soft

modeling approach due to there is no strict assumption such as sample size,

the measurement scale and distributions (Vinzi et al, 2010).

The main purpose of Partial Least Square method is to predict the

relationship of variable X toward variable Y and explain the relationship

between them based on the theory. PLS is regression method analysis which

can be used to identify factor that is combination of variable X as predictor

and variable Y as respond variable (Abdillah and Hartono, 2015).

According to Yamin and Kurniawan (2011) PLS can be used to predict

existence of relationship among variables and then proportion to observation.

The other main purpose of PLS is to explain the relationship among

constructs and emphasize the value of it.

Here are some predominance of partial least square:

a. Be able to modeling multiple independent variables and multiple

dependent variables (complex model).

b. Be able to manage multicollinearity among independent variables.

c. Results remained robust although there are data that are not normal and

missing.

d. Be able to produce independent latent variable directly based on cross

product which involve dependent latent variable as prediction power.

e. Be able to be used for reflective construct and formative construct.

39

f. Be able to be used with small sample size.

g. Not requires normal distribution data.

2. The Writing and Depiction of Variables.

Variables in partial least square divided into two main variables, they are:

a. Latent Variable

According to Vinzi et al, (2010) latent variable can be define as “The

basic idea is that complexity inside a system can be studied taking into

account a causality network among latent concepts.”

Figure 3.1

Four Latent Variables Path Modeling

b. Manifest Variable.

According to Vinzi et al, (2010) that manifest variable can be

define as “measured by several observed indicators usually.”

Figure 3.2

Latent and Manifest Variables

Push Motivations and Tourist Satisfaction

PUSM

PULM

Tourist

Satisfaction Destination

Loyalty

PUSH

Motivation

Tourist

satisfaction

X1

Y4

Y3

Y2

Y1 X2

X3

X4

X5

40

c. Measurement Model (Outer model).

According to Abdillah and Hartono (2015) Measurement model or

outer model is model that visualizes relationship among latent

variables with its manifest variables.

Outer equation model for reflective models can be constructed as

follows:

X = ᶺx ξ + ԑx

Y = ᶺy ξ + ԑy

X = manifest variable for exogenous latent variable

Y = manifest variable for endogenous latent variable.

ᶺx, ᶺy = loading matrix that describe coefficient of regression that

linked to latent variable to its indicators.

ԑx, ԑy = measurement error.

Outer equation model for formative models can be constructed as

follows:

ξ = Πξx + δx

ε = Πεy + δy

ξ, η, x, y = indicator for independent variable.

Πx, Πy = coefficient multiple regression from latent variable and

block indicator.

δx, δy = residual error

According to Hussein (2015) there several tests have to be done to

measure the measurement model. The tests are follows:

41

Convergent Validity: The value of convergent validity is the value

of loading factor in the latent variable with its indicators. Expected

value> 0.7.Structural Model (Inner model)

Discriminant Validity. This value is a value of cross loading factor

that is useful to determine whether the construct has an adequate

discriminant that is by comparing the loading value on the intended

construct must be greater than the loading value with other constructs,

but according to Abdillah and Hartono (2015) that cross loading

factor >0.7 in one variable is still can be said accepted.

Composite Reliability. Data that has composite reliability> 0.7 has

high reliability.

Average Variance Extracted (AVE). Expected value of AVE is

>0.5

Cronbach Alpha. Reability test is strengthen by Cronbach‟s Alpha

Value, the expected value of cronbach‟s alpha is >0.6

Structural model or known as inner model in PLS is structure that

visualize interrelationship among latent variables that build based on

theories (Abdillah and Hartono, 2015).

Inner equation model models can be constructed as follows :

ε = β0 + β ε | + Гξ + δ

ε = Vektor independen variable

δ = unexplained variance.

The form of causal chain system equation can be arranged as follows:

42

ε = ∑ |βji εi + ∑i γji ξi + ζj

βji, γji = Path coefficient that connects independent variable.

ζ = residual error.

According to Yamin and Kurniawan (2011) to measure structural

model there steps have to be done by researcher. First, analyzing

specific relation among constructs, this can be evaluated from the

result of path coefficient. The next step is measuring coefficient

determination (R2), then measuring Q

2 predictive relevance which has

function to validate ability of prediction model, when the result of Q2

is bigger than 0 then it shown the goodness of exogenous as predictor

variable be able to explain endogenous variable.

According to Hussein (2015) the formula to measure Q2 is below:

Q2 = 1- (1-R12)(1-R2

2)

After measuring Q2, the next step is measuring Goodness of Fit

(GoF) which has function to validate the mixture performance of

inner model and outer model.

Goodness of Fit can be calculated by the formula below:

√

= Average Communalities

= Average of R2

43

Figure 3.3

Inner and Outer Model

44

3. General Approach of PLS

According to Vinzi et al (Structural model of partial least square can be

written as:

ξj = β0j + ∑ βqj ξq + δj

q: ξq → ξj

ξ = Endogenous Latent Variable

β = Path coefficient

j can be 1 and so on, actually number of endogenous variable, q can be

1 and so on, actually number of endogenous variable. Β is path coefficient

which interrelate q-th as exogenous variable and j-th as endogenous variable.

Where δ is error of inner model.

4. Stages of PLS.

Steps that used to analyze a research with partial least square are

seven, they are:

Step one is devise structural model or inner model. In this step,

researcher formulates the relationship model among constructs. Concept of

construct has to be obvious and easy to define.

Step two is defining measurement model or outer model. In this phase,

researcher defines and specifies the relationship among latent variables and

its manifest variables (Yamin and Kurniawan, 2011). Measurement types

subdivide into three, reflective model or outwards directed model, formative

model or inwards directed model and MIMIC model or an amalgam of two

previous models (Vinzi et al, 2010) This phase is very important.

45

a. Reflective model is where indicator as manifestation of construct

(Yamin and Kurniawan, 2011).

b. Formative variable, indicator define characteristic of construct, so

relationship path direct from indicators to construct (Yamin and

Kurniawan, 2011).

c. MIMIC model.

MIMIC model is mixture of two previous models.

Step three, creating the diagram path. The main function of creating

diagram path is to visualize the relationship among latent variables and

manifest variables. This step also will ease the researcher to see the whole

model of variables. Generally, latent variable in PLS subdivide into two:

a. Exogenous latent variable.

Exogenous latent variable same as independent variable or

predictor variable in regression that researchers knew generally. This

variable is variable which explain endogenous variable (Yamin and

Kurniawan, 2011).

b. Endogenous latent variable.

Endogenous latent variable is variable which is explained by

exogenous variable. This variable has same function as dependent

variable in regression (Yamin and Kurniawan, 2011).

Step four, converting the path of diagram to the systems of equations.

Step five, estimation model. In this step, there are three weighting

schemes in the proses of estimation model.

46

Step six, evaluation of model. Evaluation of model including

evaluation of measurement model and structural model.

Step seven, interpretation model. This Interpretation based on the result

of model that build by researcher (Yamin and Kurniwan 2011).

Table 3.2

Operational Variables

No Variable Dimention Indicators Scale

1 Push Motivation

(X1)

(Battour, Battor,

Ismail, 2012)

Achievement Talking about the trip Likert

Exciting and

Advanture

Being daring and

adventuresome

Finding Thrills and

Excitement

Knowledge/

education

Learning new things

Experiencing new

Seeing and

experiencing a foreign

destination

Escape Getting away from

demands at home

Getting a change from

a busy job

Feeling at home away

from home

Pull motivation

(Battour, Battor,

Ismail, 2012)

Natural

scenery

Outstanding scenery Likert

Natural and beautiful

nature

Wide space &

scenery

Wide spaces to get

away from crowds

Variety of activities to

see

Modern

atmosphere

Exotic atmosphere

Reliable weather

Different

culture

Interesting and friendly

local people

Historic old cities

Interesting town/

village

47

No Variable Dimention Indicators Scale

2 Overall tourist

satisfaction (Y1)

Olson (2010),

Oliver and Swan

(1989), Yuksel

and Yuksel 2008.

Expectation-

satisfaction

Likert

Worth visiting

Comparison with other

places

3 Destination

Loyalty (Y2)

(Yoon and Uysal,

2005)

Willingness to

recommend

Likert

Willingness to revisit

48

CHAPTER IV

ANALYSIS AND DISCUSSION

A. General Description of Research Object.

1. History of The Island of lombok

Lombok island is part of West Nusa Tenggara Province, The

province was officially established in 1958 in accordance with Law No.

64 of 1958 dated 14 August concerning the establishment of self-rural

areas of Bali, NTB and NTT, but at that time the governance was still

running under the laws of the eastern Indonesian country number 44 of

1950 and the law number 1 of 1957 on the principal points of local

government. This overlap occurred until December 17, 1958, when the

local governments of Lombok and Sumbawa were liquidated. This

liquidation day marks the official establishment of NTB Province.

The majority of the people of Lombok embrace Islamic religion,

especially the sasak tribe, but no one knows for sure when Islam entered

into Lombok. In Babad Lombok only told that religion entered from the

island of Java. The spread of Islam is first done by Sunan Prapen on the

orders of Sunan Giri, based on the information concluded that Islam

entered in Lombok in the days of Demak Kingdom.

Lombok is also exposed to Balinese culture when the Karangasem

Kingdom from eastern Bali expanded to the opposite countries since the

1680s, it succeeded in establishing its position in Lombok in 1740. So it

is not surprising to find many temples in Lombok.

49

2. General Overview of Lombok Tourism.

a. Lombok Tourism Destination

Lombok island wide reach 4.736,70 Km2 which divided into five

regencies, West Lombok, Central Lombok, East Lombok, North

Lombok and Mataram. Every regencies has its own tourism destinations

and attractions which most of them are culture and nature tourism. Here

are some tourism destinations and attractions in Lombok:

1. Sade: Culture Village.

Sade located in Central Lombok. It located on the roadside to

Kuta Beach Lombok, 20-30 minutes from Lombok International

Airport. It is a traditional village of Sasak Tribe. Houses in this

village still use Rumbia as the roof. Tourist who come to this village

also can watch traditional welcome dance and buy some woven

fabric made by native people.

2. Sekarbela

Sekarbela located in Karang Pule, Ampenan, Mataram. This

village is known as central of artisans of jewelery made of pearls of

sea water and freshwater, gold, and silver.

3. Senggigi Beach.

Senggigi beach is the main base for tourists who want to enjoy

the beauty of lombok island. On this beach, tourists can relax and do

various other activities, such as swimming. Senggigi beach is 10 km

50

from downtown Mataram and can be reached by 1 hour from the

international airport of Lombok.

4. Kuta Beach.

Kuta beach located in Central Lombok, can be reached by 1 hour

and 30 minutes from Mataram. Kuta Beach is the best surfing spot in

Lombok and it can be heaven for tourist who want swim. It has

beautiful view and smooth white sands which has bigger size than

usual sands.

5. Rinjani Mountain.

Rinjani is heaven for tourist who likes adventurous sport. It

located in East Lombok. It is part of Rinjani mountain national park,

which wide reach 41.330 Ha. Rinjani high reach 3.726 meters above

the sea, it is the tallest mountains in Lombok.

6. Pink Beach.

Pink Beach in Lombok is one of seven beaches which have pink

sands in the world. it located in East Lombok, Sekaroh Village,

Jerowaru. It has very beautiful view and offer different experience

when tourist visits it.

7. Tanjung Bloam.

Tanjung Bloam is famous as turtle conservation site. Turtle

habitats are along the coastline extending from the southern tip to the

northern edge. Tanjung Bloam also can be a good destination to

enjoy nature view.

51

b. Halal Tourism Development in Lombok.

The rise of the world's halal tourism has been seen in the last ten

years. To respond to this opportunity Lombok cleans up to become

world-class halal destinations. This effort is supported by the local

government with the issuance of the governor's regulation number 51 of

2015. In this regulation, governor regulates about whole process of

halal tourism such as accommodation, halal foods and beverages, SPA,

sauna and griya massage, access to do ibadah, travel agents,

destination, certification and people roles (ntbprov, 2017).

In 2015, Lombok got two awards in The World Halal Travel

Summit/Exhibition 2015 in Abu Dhabi, Uni Emirat Arab for the two

categories: World's Best Halal Tourism Destination and World's Best

Halal Honeymoon Destination.

After getting these awards, local government of West Nusa

Tenggara begin to proceed legal protection for halal tourism, not only

governor‟s regulation but stronger than it, local regulation. Then, 21

June 2016 West Nusa Tenggara local regulation of halal tourism

officially released. This regulation regulates halal tourism in West Nusa

Tenggara more detail and the scope is larger. This regulation regulates

about destination, marketing and promotion, industry, institutes,

founding, supervision, and funding (ntbprov,2017).

Twisted Lombok in the tourism development business efforts

realized with the establishment of a special tourism-based economic

52

zone in Mandalika, Central Lombok, West Nusa Tenggara. This project

proposed by PT. Indonesia Development Corporation (ITDC) and

inaugurated with the issuance of local regulation Number 52 2014

which set to date 30 June 2014. Nowadays, Mandalika special area

focused on development fase 1 such as land acquisition of 1,035.67 ha

has been completed and the physical construction that has been done is

road construction within 4 km long area. In 2017, the arrangement of

Kuta Beach area of 5 ha is done. In 2016, construction of two hotels,

Pullman Hotel and Clubmed Hotel began and both of them will begin to

operate in 2018. Government supports this program through extension

of Lombok International Airport runaway, Port Lembar revitalization,

and handling of clean water network of Kuta and surrounding area

(Dewan Nasional Kawasan Ekonomi Khusus, 2017).

B. Analysis and Discussion.

1. Respondent Descriptive.

The respondents in this study were muslim tourist who already

came to Lombok. Based on the data of 100 respondents trough

questioner, the characteristic obtained based on gender, age, occupation,

Marital status and income per month.

a. Respondent Based on Gender.

From distributing the questionnaires to muslim tourist who

already came to Lombok, West Nusa Tenggara, researcher got the

description about gender of respondents as follows:

53

Table 4.1

Respondents Based on Gender.

Gender Frequency Percentage

Male 38 38%

Female 62 62%

Total 100 100%

Based on the research results of 100 respondents, visible in

the table 4.1 it can be seen that the percentage of female was larger

than male respondents. 38 respondents (38%) were male and 62

respondents (52%) were female from the results of gender

respondents.

b. Respondent Based on Ages.



description about ages of respondents as follows:

Table 4.2

Respondents Based on Ages.

Gender Frequency Percentage

19-25 72 72%

26-30 23 23%

31-35 5 5%

Total 100 100%


the table 4.2 it can be seen that the percentage of respondents aged

19-25 years old was the largest, then come respondents aged 26-30

in the second place and 31-35 in the third place. 72 respondents

54

(72%) were aged 19-25 years old, 23 respondents (23%) were aged

26-30 years old and 5 respondents (5%) were aged 31-35 years old.

c. Respondent Based on Occupation.



description about occupations of respondents as follows:

Table 4.3

Respondents Based on Occupation

Occupation Frequency Percentage

Students 58 58%

Employee 35 35%

Entrepreneur 7 7%

Others - -

Total 100 100%

Based on the results of 100 respondents, visible in table 4.3,

it can be seen that the percentage of respondents who work as

students were the largest, coming after that employee and then

entrepreneur. 58 respondents (58%) were students, 35 respondents

(35%) were employee and 7 (7%) respondents were entrepreneur.

d. Respondent Based on Marital Status.



description about Marital Status of respondents as follows:

Table 4.4

Respondents Based on Marital Status

Marital Status Frequency Percentage

Married with no

child

14 14%

Married with child 4 4%

55

Marital Status Frequency Percentage

Single 82 82%

Total 100 100%


the table 4.4 it can be seen that the percentage of respondents who

still single was the largest than respondents who married with no

child and married with child. 82 respondents (82%) were single, 14

respondents (14%) were married and 4 respondents (4%) were

married with child from the results of marital status of the

respondents.

As explained in chapter III that the method that will be used

to test this research is Partial Least Square (PLS), the theory of this

method already explained in chapter III. In Partial Least Square

there some stages have to be done by the researcher which every

step has it owns purpose. The stages are:

2. Evaluation of Measurement Model (Outer Model).

Analysis of measurement model subdivides itu two: Convergent

Validity and Dicscriminant Validity. The purpose of analysis of measurement

model or outer model is to measure the correlation of latent variable and its

indicators.

a. Convergent validity.

Convergent validity evaluation process divided into three parts.

First, Evaluation of individual item reliability, it can be seen from the

result of standardized loading factor. The loading factor value must be

56

greater than 0.7 to be said to be ideal. It means that the indicators are

said to be valid as indicators that measure the constructs (Yamin and

Kurniawan, 2011).

(Information: DL = Destination Loyalty, TS = Tourist

Satisfaction, PUSM = Push Motivation, PULM = Pull Motivation.)

Table 4.5

The Results of Loading Factor

INDICATORS CONSTRUCTS LOADING

FACTOR

PUSM1

PUSH FACTORS

0.803

PUSM2 0.741

PUSM3 0.835

PUSM4 0.847

PUSM5 0.902

PUSM6 0.756

PUSM7 0.795

PUSM8 0.880

PUSM9 0.783

PULM1

PULL FACTORS

0.779

PULM2 0.846

PULM3 0.770

PULM4 0.822

PULM5 0.788

PULM6 0.763

PULM7 0.783

PULM8 0.747

PULM9 0.949

TS1

TOURIST

SATISFACTION

0.852

TS2 0.901

TS3 0.880

TS4 0.898

DL1 DESTINATION

LOYALTY

0.909

DL2 0.815

Based on the table above there are no loading factor value smaller

than 0.7, means that all indicators are valid and ideal. If there are

57

loading factor value smaller than 0.7 then it must be deleted from the

model.

After individual item reliability, then evaluation of internal

consistency reliability which can be seen from the result of cronbach‟s

alpha and composite reliability. According to Yamin and Kurniawan

(2011) that interpretation of composite reliability same as cronbach‟s

alpha. Value of both of them must be greater than 0.7 to be said to be

accepted, and the value greater than 0.8 or 0.9 means very satisfactory.

Below is the result of cronbach‟s alpha and composite reliability.

Table 4.6

Cronbach’s Alpha Analysis Result

Constructs Cronbach’s Alpha

DL 0.666

PULM 0.932

PUSM 0.937

TS 0.906

Based on the table above that value of cronbach‟s alpha of

destination Loyalty is smaller than 0.7, but according to Hussein

(2015) that cronbach‟s alpha value greater than 0.6 still can be said

valid or accepted.

Table 4.7

Composite Reliability Analysis

Constructs Composite Reliability

DL 0.854

PULM 0.944

PUSM 0.947

TS 0.935

58

Based on the table above that there are no composite reliability

value smaller than 0.7, then all the variables are accepted and valid.

The last analysis have to be done in convergent validity process is

average variance extracted (AVE). AVE value has to be greater than

0.5. according to Fornell and Lacker (1981) as cited in Yamin and

Kurniawan (2011). AVE value which greater than 0.5 means that the

measurement of convergent validity is good and the latent variable is

able to explain the variance of its indicators more than half on average.

Table 4.8

AVE Analysis Result

Constructs AVE

DL 0.745

PULM 0.652

PUSM 0.668

TS 0.780

Based on the table above, there are no AVE values smaller than 0.5

which indicates that all latent variables indicates are valid and

accepted.

b. Dicscriminant Validity.

Dicscriminant validity can be evaluated from the result of square

root of AVE which is compared with correlation values of one

construct to another construct (Fornell and Larcker, 1981 as cited in

Battour et al, 2012). Dicscriminant validity also can be evaluated from

cross loading value which each indicators of construct must be greater

than 0.7 (Abdillah and Hartono, 2015).

59

Table 4.9

Latent Variable Correlation

DL PULM PUSM TS

DL 1.000

PULM 0.832 1.000

PUSM 0.684 0.800 1.000

TS 0.876 0.811 0.681 1.000

Table 4.10

Square Foot AVE

Constructs AVE Square Foot AVE

DL 0.745 0.8631

PULM 0.652 0.8075

PUSM 0.668 0.8173

TS 0.780 0.8832

Based on the table above that the maximum correlation of

destination loyalty construct to other construct is 0.876, and it square

foot AVE is 0.8631, then destination loyalty construct has no valid

dicscriminant validity. The maximum correlation of pull motivation

construct to other construct is 0.832, and it square foot AVE is 0.8075,

then pull motivation has no valid dicscriminant validity. The maximum

correlation of push motivation construct to other construct is 0.800,

and it square foot AVE is 0.8173, then push motivation has valid

dicscriminant validity. The maximum correlation of tourist satisfaction

(TS) 0.876, and it square foot AVE is 0.8832, then tourist satisfaction

has valid dicscriminant validity.

Then, the destination loyalty and push motivation can be evaluated

as invalid dicscriminant validity.

60

Table 4.11

Cross Loading Values

DL PULM PUSM TS

DL1 0.909 0.808 0.705 0.869

DL2 0.815 0.606 0.442 0.612

PULM1 0.728 0.779 0.702 0.792

PULM2 0.718 0.846 0.801 0.713

PULM3 0.702 0.770 0.773 0.627

PULM4 0.672 0.822 0.687 0.659

PULM5 0.636 0.788 0.558 0.688

PULM6 0.552 0.763 0.573 0.473

PULM7 0.659 0.783 0.484 0.557

PULM8 0.586 0.747 0.444 0.580

PULM9 0.747 0.949 0.693 0.727

PUSM1 0.571 0.635 0.803 0.594

PUSM2 0.598 0.623 0.741 0.549

PUSM3 0.530 0.653 0.835 0.527

PUSM4 0.601 0.608 0.847 0.551

PUSM5 0.633 0.700 0. 783 0.677

PUSM6 0.471 0.665 0.756 0.499

PUSM7 0.547 0.626 0.795 0.564

PUSM8 0.576 0.692 0.880 0.590

PUSM9 0.467 0.700 0.783 0.400

TS1 0.819 0.761 0.647 0.852

TS2 0.826 0.766 0.594 0.901

TS3 0.727 0.676 0.595 0.880

TS4 0.706 0.646 0.560 0.898

According to Abdillah and Hartono (2015) that Dicscriminant

validity analysis also can be evaluated from cross loading. Cross

loading value every indicators in one variable has to greater than 0.7.

Based on table above, all cross loading values in one variable are

greater than 0.7, then it can be said accepted. Then, all latent variables

can be evaluated as valid dicscriminant validity.

61

3. Evaluation of Structural Model (Inner Model)

Evaluation of structural model, according to Hussein (2015) can be

evaluated by three analysis: Coefficient Determination (R2), Predictive

Relevance (Q2), and Goodness of Fit index (GoF).

a. Coefficient Determination (R2)

The purpose of measuring R2

is to know how great the variability

of endogenous variable is able to explain exogenous variable.

Table 4.12

R2 Result Analysis

Constructs R2

Destination Loyalty (DL) 0.811

Push Motivation (PUSM)

Pull Motivation (PULM)

Tourist Satisfaction (TS) 0.661

Based on the table above, push motivation and pull motivation

simultaneously are able to explain variability of destination loyalty

construct as 81.1% (R2

Value) and 18.9% is explained by other

construct which is not hypothesized. Then, push motivation and pull

motivation simultaneously are able to explain variability of tourist

satisfaction construct as 66.1% and 33.9% is explained by other

construct which is not hypothesized.

b. Q2 Predictive relevance.

The purpose of measuring Q2 is to validate model prediction

capabilities. The interpretation of Q2 is if the Q

2 value is greater than 0,

62

means that exogenous variable is good or suitable as predictor variable

which explains the endogenous variable.

Below is the measuring of Q2:

Q2 =1-(1-R1

2 ) (1-R2

2 )

Q2 = 1 – (1-0.811)(1-0.661)

Q2 = 0.960

Then it can be concluded that the exogenous variable is good

enough as the predictor variable.

c. Goodness of Fit (GoF)

The purpose of Goodness of Fit measuring is to validate the whole

model. GoF index is single size used to validate mixture performance

of measurement model and structural model.

According to Yamin and Kurniawan (2011) that Goodness of Fit

can be calculated by formula below:

GoF =√

= mean of communalities

= mean of R

2

GoF = √

= 0.7667

According to Yamin and Kurniawan (2011) interpretation of GoF

value is below:

0.1 = Small GoF, 0.25 = Moderate GoF, 0.36 = Big GoF

Then, whole model is valid and has a good performance.

63

4. Hypothesis Analysis.

According to Yamin and Kurniawan (2011), that the hypothesis testing

can be seen from t- statistics value result. To be accepted, t- statistics value

have to greater than 2.0. According to Hussein (2015), to be valid t-statistics

have to be greater than t-value with alpha 5%. T- value with alpha 5% is 1.96

for two tailed testing, or t- statistics have to be greater than t- value with

alpha 5 % is 1.64 for one tailed testing.

Table 4.13

Path coefficient (Mean, STDEV, T-Values)

Original

sample

(O)

Sample

Mean

Standard

Deviation

(STDEV)

T

statistics

(O/

STERR

P value

PULM->

DL 0.355 0.363 0.101 3.497 0.000

PULM->

TS 0.741 0.744 0.101 7.354 0.000

PUSM->

DL 0.000 -0.004 0.073 0.003 0.997

PUSM->

TS 0.088 0.072 0.123 0.710 0.452

TS-> DL 0.588 0.580 0.081 7.293 0.000

a. Testing of hypothesis 1.

Ho1: push motivation has significant influence to tourist

satisfaction

Ha1: push motivation no significant influence to tourist

satisfaction

Based on table 4.14 that t-statistics of push motivation toward

tourist satisfaction is 0.710 and it p-value is 0.452. According to

Yamin and Kurniawan (2011) when t-statistics is smaller than

64

2.0 then H01 cannot be accepted. According to Hussein (2015)

when t-statistics is smaller than t-value with alpha 5% then it

cannot be said accepted and the p-value has to be smaller than

0.5, even though the p-value is smaller than 0.5 but due to the

both requirement has to passed, push motivation cannot be said

accepted. Thus it can be conclude that push motivation has no

significant influence to tourist satisfaction or H01 is rejected and

Ha1 is accepted.

Then, things which related to the internal tourist factors such

as achievement, exciting and adventure, education and

knowledge has no significant effect to tourist satisfaction or it

can be said that push motivation negatively influence tourist

satisfaction. This result is not in accordance with the results of

previous research which conducted by Battour, et all (2012),

which in the previous research push motivation has significant

influence toward tourist satisfaction.

b. Testing of hypothesis 2

Ho2: pull motivation has significant influence to tourist

satisfaction

Ha2: pull motivation no significant influence to tourist

satisfaction

Based on table 4.14 that t-statistics of pull motivation

toward tourist satisfaction is 7.354 and it p-value is 0.000.

65

According to Hussein (2015) that t-statistics has to be greater

than t-values, 1.96 for two tailed testing and 1.64 for one

tailed testing and p-value has to be smaller than 0.5, then it

can be concluded that pull motivation (PULM) has

significant influence toward tourist satisfaction. Another

opinion came from Yamin and Kurniawan (2011) that t-

statistics can be positively influence when it reaches more

than 2.0, due to t-statistics of pull motivation toward tourist

satisfaction is 7.354 then it can be said that pull motivation

has significant influence toward tourist satisfaction. Then it

can be concluded that H02 is accepted. This result is in

accordance with previous research conducted by Sato, et all,

(2016).

c. Testing of hypothesis 3

Ho3: pull and push motivation has significant influence to


Ha3: pull and push motivation no significant influence to


Table 4.14

R2 Adjusted

Construct R2

Adjusted

Destination Loyalty (DL) 0.805

Tourist Satisfaction (TS) 0.654

According to table 4.14 that R2

adjusted value of tourist

satisfaction is 0.654 which means that simultaneously push

66

and pull motivations are able to explain variability of tourist

satisfaction 65.4% and the other 34.6 % is explained by the

factor which is not hypothesized. Then, it can be concluded

than simultaneously pull and push motivations has significant

influence toward tourist satisfaction or pull and push

motivations has positive impact to tourist satisfaction. Then it

can be concluded that H03 is accepted. This result is in

accordance with previous research conducted by Battour et

all, (2012)

d. Testing of hypothesis 4

Ho4: Tourist satisfaction has significant influence to


Ha4: Tourist satisfaction no significant influence to


Based on table 4.14 that t-statistics of tourist satisfaction

toward destination loyalty is 7.293 and it p-value is 0.000.

According to Abdillah and Hartono (2015) when t-statistics is

greater than t-value then it can be said significant and

accepted. T-value with alpha 5 % is 1.96 for two tailed

testing and 1.64 for one tailed testing, due to 7.293 is greater

than 1.96 and 1.64 means it accepted or significant. Then, it

p-value is 0.000 which is smaller than 0.5, thus it can be

conclude that tourist satisfaction has significant influence

67

toward destination loyalty. Then it can be concluded that H04

is accepted. This result is in accordance with previous

research conducted by Battour et all, (2012) and Sato et all,

(2016).

e. Testing of hypothesis 5

Ho5: pull motivation has significant influence to destination

loyalty.

Ha5: pull motivation satisfaction no significant influence to


Based on table 4. 14, that t-statistics of pull motivation


According to Yamin and Kurniawan (2011) when t-statistics

is smaller than 2.0 then it cannot be accepted. According to

Hussein (2015) when t-statistics is smaller than t-value with

alpha 5% then it cannot be said accepted. It p-value is also

smaller than 0.5. Thus it can be conclude that pull motivation

has significant influence to destination loyalty, or it can be

said that the pull motivation positively influence destination

loyalty. Then it can be concluded that H05 is accepted.

Thus can be said that things related to destination or pull

motivation (such as natural scenery, modern atmosphere, and

different culture) has positive influence to destination loyalty.

f. Testing of hypothesis 6

68

Ho6: push motivation has significant influence to destination

loyalty.

Ha6: push motivation satisfaction no significant influence to


Based on table 4.14 that t-statistics of push motivation


According to Hussein (2015) when t-statistics is smaller than

t-value with alpha 5 % then it cannot be accepted, because t-

statistics of push motivation to destination loyalty is 0.003

which is smaller than 1.96 (t-value for two tailed testing) and

1.64 (t-value for one tailed testing) then the hypothesis of

push motivation toward destination loyalty can be said not

accepted. It p-value is also greater than 0.5, so, it can be

concluded that push motivation has no significant influence

toward destination loyalty. Then it can be concluded that H06

is rejected and Ha6 is accepted. This result is in accordance

with previous research, conducted by Battour et all (2012)

and Sato, et all, (2016)

g. Testing of hypothesis 7

Ho7: pull and push motivation have significant influence to


Ha7: pull and push motivation influence have no significant to


69

Based on table 4.14 that R2 adjusted of destination loyalty

is 0.805 which means that simultaneously pull and push

motivation are able to explain variability of destination

loyalty 80.5% and the other 18.9% is explained by factors

that not hypothesized. Then it can be concluded that pull and

push motivation have significant influence to destination

loyalty. Then it can be concluded that H07 is accepted. This

result is in accordance with previous research conducted by

Battour et all, (2012).

h. Testing of hypothesis 8.

Ho8: Pull motivation has significant influence toward

destination loyalty through tourist satisfaction.

Ha8: Pull motivation has no significant influence toward


Table 4.15

Indirect Effects

Original

sample

(O)

Sample

Mean

Standard

Deviation

(STDEV)

T

statistics

(O/

STERR

P value

PULM->DL 0.436 0.430 0.074 5.899 0.000

PULM->TS

PUSM->DL 0.052 0.047 0.074 0.696 0.487

PUSM->TS

TS->DL

Based on the table above t-statistics of pull motivation

toward destination loyalty through tourist satisfaction is

5.899. According to Abdillah and Hartono (2015) when t-

70

statistics is greater than t-values with alpha 5% then it can be

concluded as significant of accepted and p-value has to be

smaller than 0.5 (Sofyani). T-values for one tailed testing is

1.64 and for two tailed testing is 1.96, then it can concluded

that pull motivation has significant influence toward

destination loyalty through tourist satisfaction. The p-value is

also smaller than 0.05 which is shown on table above, 0.000,

so it can be said significant. Then it can be concluded that H08

is accepted. This result is in accordance with previous

research conducted by Battour et all, (2012).

i. Testing of hypothesis 9.

Ho9: Push motivation has significant influence toward


Ha9: Push motivation has no significant influence toward


Based on the table 4.15, t-statistics of pull motivation

toward destination loyalty through tourist satisfaction is

0.696. According to Abdillah and Hartono (2015) when t-

statistics is greater than t-values with alpha 5% then it can be

concluded as significant of accepted and p-value has to be

smaller than 0.5 (Sofyani). T-values for one tailed testing is

1.64 and for two tailed testing is 1.96, then it can concluded

that pull motivation has no significant influence toward

71

destination loyalty through tourist satisfaction, but the p-

value is still smaller than 0.05 which is shown on table above,

0.487. Due to the requirement to be accepted that t-statistics

has to be greater than t-value and p-value has to be smaller

than 0.5, so it cannot be said significant. The it can be

concluded that H09 is rejected and Ha9 is accepted. This result

is not in accordance with previous research conducted by

Battour, et all (2012).

72

CHAPTER V

CONCLUSION AND RECOMMENDATION

A. Conclusion

Based on the research that conducted, there are several conclusions

which related to it as follows:

1. Push motivations which are coming from internal desire of tourist such

as achievement, education, and escape has no significant influence

toward tourist satisfaction, because actually push motivations are

depending on the psychological state of tourist which can be different

and can suddenly change. Tourist condition while deciding to take

vacation or travel, then preparing the trip, and when he/ she already

arrived to the destination can be extremely different.

2. Pull motivations which are coming from external tourist or everything

about the destination which can attract tourist to come such as natural

scenery, modern atmosphere, and culture has significant influence

toward tourist satisfaction. It means that the external factors impact in

way to satisfy tourist desire.

3. Pull and push motivations simultaneously have significant influence

toward tourist satisfaction. It shown that both influence tourist

satisfaction as 80.5%.

4. Tourist satisfaction has significant influence toward destination loyalty.

It means when tourists are satisfied with the destination then they will

73

willingly return to the destination or recommend it to their relatives and

friends.

5. Pull motivation has significant influence directly to destination loyalty.

It means that everything about the destination which can attract tourist

has significant impact toward their loyalty to the destination which

makes them willingly return to the destination and recommend it to

friends and relatives.

6. Push motivation has no significant influence directly to destination

loyalty. It means that tourist internal desire has no significant impact

toward tourist‟s loyalty to the destination.

7. Pull and push motivations has significant influence toward destination

loyalty. It means that when they come both simultaneously, tourist

internal desire and everything in destination which can attract tourist to

came have significant impact to tourist willingness to return and

recommend as 80.5%.

8. Pull motivation has significant influence to destination loyalty through

tourist satisfaction. Which means that when everything that can attract

tourists to come to a destination and they satisfied with the destination,

they willingly will recommend it to their relatives and friends and

willingly return to destination.

9. The last one, push motivation has no significant influence to destination

loyalty through tourist satisfaction. It means everything which come

74

from tourist internal desire has no significant impact to tourist

satisfaction and destination loyalty.

B. Recommendation

For conducting the next research, there recommendation to conduct

the research in other place, with other criteria of tourist such as adventure

tourist or hiking community tourist, because probably there will be some

differences of result and indicators of pull and push motivation. Then,

suggested in conducting the research, to use larger sample so the

researcher could get better and clearly result as an output of the research.

In conducting the research, expectedly to conduct the research in smaller

area than this research to make the research process easier and the output

better. The next research also can combine the Islamic values towards

operational variables so the percept of Islamic tourism in tourist thought

can be drawn clearer. To achieve this goal researcher has to explore more

about the theory through books and journals.

This research hopefully can give any contribution on theory

development especially on pull and push motivation in tourism field and

especially travel agent of Lombok tourism destination and destination

marketers of Lombok and West Nusa Tenggara.

This research also hopefully can be guided for the travel agents

and destination marketers of Lombok in way to arrange the suitable based

on tourist ideal needs. Based on research result that pull motivation or

everything that come from the destination which can attract tourist has

75

significant influence toward tourist satisfaction and destination loyalty,

which means destination marketers have to be more creative to set the tour

package and promote the destination.

Most of tourist came to Lombok for the beautiful and variety of its

natural nature and interesting village which has interesting culture. In

Lombok there several culture village, one of them is Sade village. Sade

village is occupied by Sasak tribe people who have very interesting

culture, such as traditional dance and traditional music. Other culture that

hasn‟t been explored is Nyokolan, sasak tribe traditional marriage. Travel

agents and destination marketers can include it to the travel package where

tourist can watch whole the process of marriage from the beginning of the

preparation of the bride and groom, and the parade of brides throughout

the village. Of course it can be included to muslim tourist package as well

because Sasak people in Sade culture village are muslim.

The government of West Nusa Tenggara hopefully can realizing

the program which already design, such as separated beach for men and

women or different entry or visit time for men and women, so the identity

of West Nusa Tenggara as halal tourism destination is stronger.

The destination marketer also can provide educational tourism

package for children, such as a tour to the turtle breeding area and

participating in releasing turtle children into the sea in Tanjung Bloam,

West Lombok. It can add the variety of activities that can be seen by the

tourist. This also will be fun event for children, because usually married

76

with children tourist prefer to destination that can be enjoyable for the

whole family.

As we knew from the result of research that push motivations has

no significant impact towards satisfaction, but destination marketers and

government still can take advantage from it. Destination marketers and

government can use any marketing tools to create situation that make

people feel and think that they need vacation, learning new things, or just

to have feeling when they are far from home, or they just have to go away

from home and job demands, then contribute to their decision making

about vacation.

77

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83

Attachment I: Questionnaire Sheet

Kepada Yth : Tangerang, 19 April 2017

Responden

di-Tempat

Assalamualaikum Warrahmatullahi Wabarakatuh

Bersama ini saya :

Nama : Azmi Umaymah

NIM : 1113081100006

Status : Mahasiswa Strata 1 (S-1), Fakultas Ekonomi dan Bisnis, Jurusan

Manajemen (Internasional Program), Universitas Syarif Hidayatullah Jakarta.

Dalam rangka untuk penyelesaian studi Fakultas Ekonomi dan Bisnis, Jurusan

Manajemen (Internasional Program), Semester 8, UIN Jakarta, saya memerlukan

informasi untuk mendukung penelitian yang saya lakukan dengan judul

―Motivasi dan Kepuasan Turis serta Perannya terhadap Loyalitas kepada

Destinasi” .

Untuk itu kami mohon kesediaan Bapak/Ibu/Saudara/I berpartisipasi dalam

penelitian ini dengan mengisi kuesioner yang terlampir. Kesediaan

Bapak/Ibu/Saudara/I mengisi kuesioner ini sangat menentukan keberhasilan

penelitian yang saya lakukan.

Perlu Bapak/Ibu/Saudara/I ketahui sesuai dengan etika dalam penelitian, data

yang saya peroleh akan dijaga kerahasiaannya dan digunakan semata-mata untuk

kepentingan penelitian. Saya harap Bapak/Ibu/Saudara/i dapat sesegera mungkin

mengembalikan kuesioner.

Atas kesediaan Bapak/Ibu/Saudara/i meluangkan waktu mengisi kuesioner

tersebut, saya ucapkan terima kasih.

Hormat Saya,

Azmi Umaymah

84

IDENTITAS RESPONDEN

1. Nama : (Tidak wajib diisi)

2. Umur :

3. Jenis kelamin * :

1. Pria

2. wanita

4. Pendidikan terakhir* :

1. S3

2. S2

3. S1

4. D3

5. Lain-lain

5. Status * :

1. Belum menikah

2. Menikah dan memilki anak

3. Menikah dan belum memiliki anak

4. Bercerai

6. Pekerjaan :

1. Pelajar

2. Karyawan

3. Wiraswasta

4. Lain-lain

(*lingkari nomor yang menjadi jawaban anda

85

SCREENING

1. Apakah anda sudah pernah mengunjungi Lombok, NTB, Indonesia*?

1. Pernah

2. Tidak Pernah

2. Pada tahun berapa anda melakukan kunjungan ke Lombok, NTB,

Indonesia*?

1. 2017

2. 2016

3. 2015

4. 2014

5. 2015

6. Lain-lain…

3. Apakah anda beragama Islam* ?

1. Ya

2. tidak

(*lingkari nomor yang menjadi jawaban anda

86

Pull Motivations : Motivasi penarik

Natural Scenery : Pemandangan Alam

1. Pemandangan alam yang

terkenal

2. Alam yang masih asri dan alami

Wide Space and Scenery :

3. Menjauhi keramaian

4. Macam aktivitas yang dapat

dilihat

Modern atmosphere : atmosfir modern

5. Atmosfir yang eksotis

6. Cuaca yang baik

Different Culture : Perbedaan Kebudayaan

7. Penduduk asli yang bersahaja

dan menarik

8. Kota yang bersejarah

9. Kota atau desa yang menarik

No Pernyataan Sangat

Penting Penting Netral

Tidak

Penting

Sangat

Tidak

Penting

Push Motivation

Achievement : Pencapaian

1. Agar dapat menceritakan

perjalanan tersebut kepada

orang lain

Exciting and Advanture : Kesenangan dan Petualangan

2. Untuk menemukan sesuatu

yang menyenangkan

3. Menjadi suka berpetualang dan

berani

Education/ Knowledge : Pendidikan/ Pengetahuan

4. Belajar tentang hal-hal baru

5. Mengalami hal-hal baru

6. Melihat dan mengalami tempat-

tempat asing

Escape : Melarikan diri

7. Istirahat dari pekerjaan rumah

8. Istirahat dari sibuknya

pekerjaan

9. Merasakan sensasi ketika

berada jauh dari rumah

87

Overall Tourist Satisfaction : Kepuasan Turis

1. Seberapa puaskah anda dengan

kunjungan anda ke Lombok,

NTB, Indonesia?

Sangat

Tidak

Puas

Tidak

Puas Netral Puas

Sangat

Puas

2. Bagaimana anda menilai

Lombok dengan tempat-tempat

serupa yang pernah anda

kunjungi?

Lebih

Buruk Buruk Netral Baik

Lebih

Baik

3. Apakah menurut anda

perjalanan anda ke Lombok

sesuai dengan apa yang telah

anda korbankan seperti, uang,

waktu dan usaha?

Sangat

tidak

sesuai

Tidak

sesuai Netral Sesuai

Sangat

Seusai

4. Bagaimana anda menilai

Lombok dengan apa yang anda

harapkan?

Lebih

Buruk Buruk Netral Baik

Lebih

Baik

Destination Loyalty : Loyalitas terhadap tujuan wisata

1. Apakah akan

merekomendasikan Lombok

kepada teman dan keluarga

anda?

Tidak

akan

sama

sekali

Tidak

akan Netral Akan Pasti

2. Apakah anda berencana untuk

melakukan perjalanan ke

Lombok lagi dalam dua tahun

ke depan?

Tidak

akan

sama

sekali

Tidak

akan Netral Akan Pasti

88

Attachments II : Result of Output smartPLS 3.0

NO PUSH MOTIVATIONS

P1 P2 P3 P4 P5 P6 P7 P8 P9

1 4 4 4 4 4 4 4 4 3

2 3 4 4 5 5 5 3 3 3

3 4 4 4 5 5 5 4 4 3

4 5 5 5 5 5 3 5 5 4

5 5 4 4 5 5 4 4 5 3

6 3 4 4 5 5 5 5 5 5

7 5 5 5 5 5 5 5 5 5

8 3 4 4 3 3 3 4 3 3

9 3 4 3 4 4 3 3 3 3

10 3 4 3 4 4 3 3 3 3

11 2 5 4 4 4 4 3 3 4

12 3 4 3 3 3 3 3 3 3

13 4 3 4 4 4 4 4 4 4

14 4 5 5 4 4 4 4 4 4

15 3 4 4 4 4 4 4 4 3

16 4 3 3 4 4 4 3 3 3

17 4 4 4 4 4 3 4 4 3

18 3 5 5 5 4 4 3 4 4

19 4 4 4 4 4 4 3 4 4

20 4 4 4 5 5 4 5 5 5

21 4 5 4 4 4 3 3 3 3

22 4 5 4 4 4 4 4 4 4

23 4 5 4 4 4 4 5 5 3

24 4 5 5 4 5 5 4 4 5

25 5 5 5 5 5 5 3 4 4

26 1 1 1 1 1 1 1 1 1

27 4 5 5 3 4 4 5 5 4

28 5 5 5 5 5 5 5 5 5

29 4 4 5 5 5 3 4 4 3

30 4 4 5 5 5 5 4 5 4

31 4 4 3 5 5 5 4 5 4

32 4 5 5 5 4 3 5 5 3

33 5 5 5 5 5 5 4 4 4

34 4 4 4 5 5 4 5 5 5

35 4 4 4 4 4 4 4 4 3

36 3 4 4 5 5 5 3 3 3

37 4 4 4 5 5 5 4 4 3

38 5 5 5 5 5 3 5 5 4

39 5 4 4 5 5 4 4 5 3

40 3 4 4 5 5 5 5 5 5

41 5 5 5 5 5 5 5 5 5

89

42 3 4 4 3 3 3 4 3 3

43 3 4 3 4 4 3 3 3 3

44 3 4 3 4 4 3 3 3 3

45 2 5 4 4 4 4 3 3 4

46 3 4 3 3 3 3 3 3 3

47 4 3 4 4 4 4 4 4 4

48 4 5 5 4 4 4 4 4 4

49 3 4 4 4 4 4 4 4 3

50 4 3 3 4 4 4 3 3 3

51 4 4 4 4 4 3 4 4 3

52 3 5 5 5 4 4 3 4 4

53 4 4 4 4 4 4 3 4 4

54 4 4 4 5 5 4 5 5 5

55 4 5 4 4 4 3 3 3 3

56 4 5 4 4 4 4 4 4 4

57 4 5 4 4 4 4 5 5 3

58 4 5 5 4 5 5 4 4 5

59 5 5 5 5 5 5 3 4 4

60 1 1 1 1 1 1 1 1 1

61 4 5 5 3 4 4 5 5 4

62 5 5 5 5 5 5 5 5 5

63 4 4 5 5 5 3 4 4 3

64 4 4 5 5 5 5 4 5 4

65 4 4 3 5 5 5 4 5 4

66 4 5 5 5 4 3 5 5 3

67 5 5 5 5 5 5 4 4 4

68 4 4 4 5 5 4 5 5 5

69 4 4 4 4 4 4 4 4 3

70 3 4 4 5 5 5 3 3 3

71 4 4 4 5 5 5 4 4 3

72 5 5 5 5 5 3 5 5 4

73 5 4 4 5 5 4 4 5 3

74 3 4 4 5 5 5 5 5 5

75 5 5 5 5 5 5 5 5 5

76 3 4 4 3 3 3 4 3 3

77 3 4 3 4 4 3 3 3 3

78 3 4 3 4 4 3 3 3 3

79 2 5 4 4 4 4 3 3 4

80 3 4 3 3 3 3 3 3 3

81 4 3 4 4 4 4 4 4 4

82 4 5 5 4 4 4 4 4 4

83 3 4 4 4 4 4 4 4 3

84 4 3 3 4 4 4 3 3 3

85 4 4 4 4 4 3 4 4 3

90

86 3 5 5 5 4 4 3 4 4

87 4 4 4 4 4 4 3 4 4

88 4 4 4 5 5 4 5 5 5

89 4 5 4 4 4 3 3 3 3

90 4 5 4 4 4 4 4 4 4

91 4 5 4 4 4 4 5 5 3

92 4 5 5 4 5 5 4 4 5

93 5 5 5 5 5 5 3 4 4

94 1 1 1 1 1 1 1 1 1

95 4 5 5 3 4 4 5 5 4

96 5 5 5 5 5 5 5 5 5

96 4 4 5 5 5 3 4 4 3

98 4 4 5 5 5 5 4 5 4

99 4 4 3 5 5 5 4 5 4

100 4 5 5 5 4 3 5 5 3

NO PULL MOTIVATIONS

P1 P2 P3 P4 P5 P6 P7 P8 P9

1 4 3 3 3 3 4 4 4 4

2 5 5 3 4 4 4 5 4 4

3 4 4 3 3 5 4 4 3 3

4 5 5 5 5 5 4 4 5 5

5 5 5 4 4 4 4 4 4 4

6 5 5 5 5 5 5 5 5 5

7 5 5 4 3 3 5 5 3 4

8 5 5 4 4 3 4 4 3 4

9 3 3 3 3 3 4 3 3 3

10 3 3 3 3 3 4 3 3 3

11 4 4 3 4 4 4 5 4 4

12 4 4 3 3 5 5 5 5 4

13 4 5 4 4 4 5 5 5 5

14 3 5 4 4 3 5 4 3 4

15 4 4 3 3 3 4 4 4 4

16 4 4 3 4 3 4 5 5 4

17 5 5 4 4 5 5 5 5 5

18 2 5 5 4 3 5 5 4 4

19 4 4 3 4 4 4 4 4 4

20 5 4 5 5 4 5 4 4 5

21 4 4 4 3 5 3 5 4 4

22 5 5 5 4 4 4 4 3 4

23 5 5 4 4 4 4 4 3 4

24 5 5 4 4 5 5 5 5 5

25 5 5 4 5 5 5 5 5 5

91

26 1 1 1 1 1 1 1 1 1

27 5 5 5 4 5 5 5 3 5

28 5 5 5 5 5 3 3 4 4

29 5 5 4 2 3 3 3 3 3

30 5 5 4 5 4 4 5 4 4

31 5 5 5 4 5 5 5 4 5

32 4 5 5 4 4 4 3 3 4

33 5 5 5 4 4 5 5 5 5

34 4 5 4 4 4 4 4 4 4

35 4 3 3 3 3 4 4 4 4

36 5 5 3 4 4 4 5 4 4

37 4 4 3 3 5 4 4 3 3

38 5 5 5 5 5 4 4 5 5

39 5 5 4 4 4 4 4 4 4

40 5 5 5 5 5 5 5 5 5

41 5 5 4 3 3 5 5 3 4

42 5 5 4 4 3 4 4 3 4

43 3 3 3 3 3 4 3 3 3

44 3 3 3 3 3 4 3 3 3

45 4 4 3 4 4 4 5 4 4

46 4 4 3 3 5 5 5 5 4

47 4 5 4 4 4 5 5 5 5

48 3 5 4 4 3 5 4 3 4

49 4 4 3 3 3 4 4 4 4

50 4 4 3 4 3 4 5 5 4

51 5 5 4 4 5 5 5 5 5

52 2 5 5 4 3 5 5 4 4

53 4 4 3 4 4 4 4 4 4

54 5 4 5 5 4 5 4 4 5

55 4 4 4 3 5 3 5 4 4

56 5 5 5 4 4 4 4 3 4

57 5 5 4 4 4 4 4 3 4

58 5 5 4 4 5 5 5 5 5

59 5 5 4 5 5 5 5 5 5

60 1 1 1 1 1 1 1 1 1

61 5 5 5 4 5 5 5 3 5

62 5 5 5 5 5 3 3 4 4

63 5 5 4 2 3 3 3 3 3

64 5 5 4 5 4 4 5 4 4

65 5 5 5 4 5 5 5 4 5

66 4 5 5 4 4 4 3 3 4

67 5 5 5 4 4 5 5 5 5

68 4 5 4 4 4 4 4 4 4

69 4 3 3 3 3 4 4 4 4

92

70 5 5 3 4 4 4 5 4 4

71 4 4 3 3 5 4 4 3 3

72 5 5 5 5 5 4 4 5 5

73 5 5 4 4 4 4 4 4 4

74 5 5 5 5 5 5 5 5 5

75 5 5 4 3 3 5 5 3 4

76 5 5 4 4 3 4 4 3 4

77 3 3 3 3 3 4 3 3 3

78 3 3 3 3 3 4 3 3 3

79 4 4 3 4 4 4 5 4 4

80 4 4 3 3 5 5 5 5 4

81 4 5 4 4 4 5 5 5 5

82 3 5 4 4 3 5 4 3 4

83 4 4 3 3 3 4 4 4 4

84 4 4 3 4 3 4 5 5 4

85 5 5 4 4 5 5 5 5 5

86 2 5 5 4 3 5 5 4 4

87 4 4 3 4 4 4 4 4 4

88 5 4 5 5 4 5 4 4 5

89 4 4 4 3 5 3 5 4 4

90 5 5 5 4 4 4 4 3 4

91 5 5 4 4 4 4 4 3 4

92 5 5 4 4 5 5 5 5 5

93 5 5 4 5 5 5 5 5 5

94 1 1 1 1 1 1 1 1 1

95 5 5 5 4 5 5 5 3 5

96 5 5 5 5 5 3 3 4 4

96 5 5 4 2 3 3 3 3 3

98 5 5 4 5 4 4 5 4 4

99 5 5 5 4 5 5 5 4 5

100 4 5 5 4 4 4 3 3 4

NO TOURIST SATISFACTION

DESTINATION

LOYALTY

P1 P2 P3 P4 P1 P2

1 3 4 4 3 4 3

2 5 4 4 4 5 4

3 4 4 4 4 4 3

4 5 5 5 5 5 4

5 5 5 5 5 5 4

6 5 5 5 5 5 5

7 3 3 4 3 4 4

8 4 4 4 4 4 4

93

9 4 3 3 4 3 4

10 4 3 3 4 3 4

11 4 4 4 5 4 4

12 4 4 3 3 5 3

13 3 4 4 3 3 4

14 4 4 4 4 4 4

15 4 4 4 4 4 3

16 5 5 5 5 5 5

17 5 5 5 5 5 5

18 5 3 3 2 4 4

19 4 4 4 3 4 4

20 5 4 4 4 5 5

21 4 5 4 4 5 5

22 4 5 4 4 5 4

23 5 4 5 5 5 4

24 5 5 4 4 5 3

25 5 4 4 5 5 3

26 1 1 1 1 1 1

27 5 5 5 5 5 4

28 5 4 4 5 5 3

29 4 5 5 4 5 3

30 4 5 4 4 5 4

31 5 5 4 5 5 4

32 5 4 3 4 5 4

33 5 5 4 5 5 5

34 4 4 3 4 4 4

35 3 4 4 3 4 3

36 5 4 4 4 5 4

37 4 4 4 4 4 3

38 5 5 5 5 5 4

39 5 5 5 5 5 4

40 5 5 5 5 5 5

41 3 3 4 3 4 4

42 4 4 4 4 4 4

43 4 3 3 4 3 4

44 4 3 3 4 3 4

45 4 4 4 5 4 4

46 4 4 3 3 5 3

47 3 4 4 3 3 4

48 4 4 4 4 4 4

49 4 4 4 4 4 3

50 5 5 5 5 5 5

51 5 5 5 5 5 5

52 5 3 3 2 4 4

94

53 4 4 4 3 4 4

54 5 4 4 4 5 5

55 4 5 4 4 5 5

56 4 5 4 4 5 4

57 5 4 5 5 5 4

58 5 5 4 4 5 3

59 5 4 4 5 5 3

60 1 1 1 1 1 1

61 5 5 5 5 5 4

62 5 4 4 5 5 3

63 4 5 5 4 5 3

64 4 5 4 4 5 4

65 5 5 4 5 5 4

66 5 4 3 4 5 4

67 5 5 4 5 5 5

68 4 4 3 4 4 4

69 3 4 4 3 4 3

70 5 4 4 4 5 4

71 4 4 4 4 4 3

72 5 5 5 5 5 4

73 5 5 5 5 5 4

74 5 5 5 5 5 5

75 3 3 4 3 4 4

76 4 4 4 4 4 4

77 4 3 3 4 3 4

78 4 3 3 4 3 4

79 4 4 4 5 4 4

80 4 4 3 3 5 3

81 3 4 4 3 3 4

82 4 4 4 4 4 4

83 4 4 4 4 4 3

84 5 5 5 5 5 5

85 5 5 5 5 5 5

86 5 3 3 2 4 4

87 4 4 4 3 4 4

88 5 4 4 4 5 5

89 4 5 4 4 5 5

90 4 5 4 4 5 4

91 5 4 5 5 5 4

92 5 5 4 4 5 3

93 5 4 4 5 5 3

94 1 1 1 1 1 1

95 5 5 5 5 5 4

96 5 4 4 5 5 3

95

96 4 5 5 4 5 3

98 4 5 4 4 5 4

99 5 5 4 5 5 4

100 5 4 3 4 5 4

96

Attachment 3: SmartPLS Output

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THE MOTIVATIONS AND TOURIST SATISFACTION...

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