Motivation, Satisfaction, Trust and Loyalty An Analysis of Divers Behavior

This study aimed to develop a conceptual model of the relationship between motivation and tourist loyalty based on the theory of relationship marketing. More specifically we examined the relationship between motivation, satisfaction, trust, and tourist loyalty. This examination was done to travelers who did diving activity in Bali, as a market niche of special interest tours. The study results showed that there were no direct influences between motivation and loyalty, but having indirect effect through satisfaction and trust. These findings also examined positive and significant impact of loyalty services on product loyalty. The findings concluded that the model of loyalty built on relationship marketing was largely determined by the tourist motivation with a maximum level of satisfaction and trust in previous visits. Satisfaction and tourist trust in a product encourage loyalty