The Digital Nomad Tourist Motivation in Bali Exploratory Research Based on Push and Pull Theory

Tourism has grown tremendously over last few decades in Indonesia. Thanks to its natural beauty and cultural uniqueness, tourism is packaged in various forms such as rural, urban, cultural, shopping tourism with their own characteristic of respective market segments. Bali as a leading tourist destination in Indonesia for decades is well known for its cultural tourism which was popularized by European writers and artists. In addition, the beautiful beaches also encourage the number of surf tourists to come and gradually revolutionizing the coastal areas of southern Bali into tourist areas. With the facilities advancement that supports the world society mobilization and also the increasingly dynamic use of technology, Bali is now increasingly in demand by groups of tourists known as digital nomadic. The existence of this market certainly attracts the attention of tourism authorities in many countries, including in Indonesia. Massive promotions about nomad friendly digital Indonesia have been carried out by the Indonesian government. The research aims to explore the internal and external motivation of digital tourist nomads who come to Bali based on push and pull factor theory. The aim is to provide an overview of self-internal driven and external factors of digital nomads that potentially to attract them to come. At the end, it is expected to give an insight to the authorities to execute the right strategy on this potential market. Through a factor analysis technique with 150 digital nomads as respondents, this research results 2 common factors formed on push factors, they are; 1) motivational factors related to work matters; 2) enlarging network. Whereas the 3 common factors formed for pull factors are; 1) inspiring destination; 2) supportive place to stay and work; 3) enjoyable activities. Keywords: Digital, nomad, destination, tourism, Bali