THE MOTIVATIONS AND TOURIST SATISFACTION...
Transcript of THE MOTIVATIONS AND TOURIST SATISFACTION...
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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
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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
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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.
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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.
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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
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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
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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
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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
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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.
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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
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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
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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
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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).
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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
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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
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(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
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50.000
100.000
150.000
2011 2012 2013 2014 2015
Visitor Exports
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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
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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
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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.
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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
toward destination loyalty?
6. Do pull motivation influence destination loyalty and how it relationship
toward destination loyalty?
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:
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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
destination loyalty.
6. To analyze how pull motivation‟s relationship and influence toward
destination loyalty.
7. To analyze how push and pull motivation‟s relationship and influence toward
destination loyalty.
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
through overall tourist satisfaction.
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
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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.
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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:
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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
No Researcher Title Variable Methodology Conclusion
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
No Researcher Title Variable Methodology Conclusion
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
tourist satisfaction.
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
destination loyalty.
Ho7: pull and push motivation simultaneously has significant influence to
destination loyalty.
Ha7: pull and push motivation simultaneously has no significant influence to
destination loyalty.
8. The relationship of pull toward destination loyalty through overall tourist
satisfaction.
Ho8: Pull motivation has significant influence toward destination loyalty
through overall tourist satisfaction.
Ha8: Pull motivation has no significant influence toward destination loyalty
through overall tourist satisfaction.
9. The relationship of push toward destination loyalty through overall tourist
satisfaction.
Ho9: Push motivation has significant influence toward destination loyalty
through overall tourist satisfaction.
Ha9: Push motivation has no significant influence toward destination loyalty
through overall tourist satisfaction.
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.
From distributing the questionnaires to muslim tourist who
already came to Lombok, West Nusa Tenggara, researcher got the
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%
Based on the research results of 100 respondents, visible in
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.
From distributing the questionnaires to muslim tourist who
already came to Lombok, West Nusa Tenggara, researcher got the
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.
From distributing the questionnaires to muslim tourist who
already came to Lombok, West Nusa Tenggara, researcher got the
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%
Based on the research results of 100 respondents, visible in
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
tourist satisfaction.
Ha3: pull and push motivation no significant influence to
tourist satisfaction.
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
destination loyalty.
Ha4: Tourist satisfaction no significant influence to
destination loyalty.
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
destination loyalty.
Based on table 4. 14, that t-statistics of pull motivation
toward destination loyalty is 3.497 and it p-value is 0.000.
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
destination loyalty.
Based on table 4.14 that t-statistics of push motivation
toward destination loyalty is 0.003 and it p-value is 0.997.
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
destination loyalty.
Ha7: pull and push motivation influence have no significant to
destination loyalty.
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
destination loyalty through tourist satisfaction.
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
destination loyalty through tourist satisfaction.
Ha9: Push motivation has no significant influence toward
destination loyalty through tourist satisfaction.
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
Factor Loading
97