Does motivation have meaning for loyalties. Empirical study from cultural destinations in Bali

Over the last two decades, tourism has been successfully proved its significant effect on Bali economic development as well to increase people wealthiest. Since 2010, tourism in Bali contributes more than 35 percent in formulating the regional domestic product. In addition, this sector and its related industries also absorb more than 41 percent of Bali labor force. It is well known that tourism in Bali based on its cultural uniqueness where Uluwatu and Taman Ayun temples are two famous cultural destinations for foreign as well as domestic tourists. This work is directed to elaborate the effect of visitors motivation visited Uluwatu and Taman Ayun temples toward their loyalties. By positioning internal and external motives as the antecedents of tourists’ loyalties and their satisfaction as a mediating construct, the structural equation model (SEM) is built. A hundred visitors of Uluwatu or Taman Ayun were asked to fill out the questionnaire with 5-scaled Likert’s items on August 2017. By applying variance- based SEM, both types of motivations show a significant role in forming visitors’ satisfaction, but only the external motive affect visitors’ loyalties, significantly. Examining the mediating role of visitors’ satisfaction, there is no evidence this construct able to strengthen the effect of internal and/or external tourists’ motives in forming their loyalties.