FROM SATISFACTION TO LOYALTY Exploring the Relationship between Travellers, Service, and Trust in Diving Tourism Bali

Tourism is no longer just about travelling from one place to another. It is about taste, about experience, and about the relationship that exists between industry players and tourists. Bali, as a leading destination for marine tourism, offers a complexity of dynamics between tourists and service providers that deserves to be studied in greater depth. Among all forms of tourism, diving tourism holds a unique appeal. It invites us to dive into an unfamiliar, silent, yet mesmerising world. A world that not only reveals the colours of coral reefs and marine life, but also opens up a space for contemplation and deep emotional connection.