The Role of Satisfaction and Behavioral Intention of Post-Visit Tourists in Bali Tourism Destinations

This study aims to build a research model for consumers (tourists) who visit a tourism destination, using the Bali tourism destination as a case study. This research combines qualitative and quantitative research paradigms where the two research paradigms each have weaknesses and strengths. On the basis of this phenomenon, this research method combines the two so that it can cover their respective weaknesses. Thus, it will produce a model that embraces phenomenology and positivism. This research is also based on the lack of research on a tourism destination that combines two methods at once. And the importance of building a research model in the field of tourism (Jennings, 2001: 34). Qualitative research methods by distributing questionnaires to tourists. This activity will produce data on the latest phenomena on post-tourist visit behavior, namely the variables of satisfaction and dissatisfaction as well as behavioral intentions or tourist loyalty. Meanwhile, the quantitative method will begin with a literature study on the phenomenon of post-tourist visit behavior obtained from various international and national journals and reference books. This activity will produce a confirmatory analysis that examines theories / concepts related to satisfaction and dissatisfaction and behavioral intentions or loyalty. The main theory used in this study is Oliver's (1980) disconfirmation expectation theory. The analytical tool used in this study refers to the combined method used, where the options that are considered relevant are qualitative and quantitative descriptive analysis (Bungin, 2011: 44). Based on the results of the analysis by statistical testing, it can be found that in the analysis the confirmatory factor of tourist satisfaction after visiting Bali tourism destinations has an effect of 62.879% which is dominantly influenced by the hospitality and accessibility factors, which are followed by factors of natural tourist attraction, amenities and tourist attractions. culture. Judging from the behavioral intention of tourists after visiting Bali, the result shows that the intention to behave tourists and satisfaction affects the post-visit simultaneously by 39.7%, where tourist satisfaction has a dominant effect on post-visit rather than tourist behavior intention. The dominant influence is 0.472. This means that the increasing satisfaction of tourists will also be followed by the intention to behave from tourists. The suggestions related to the results of this study are that the satisfaction factor is important for tourists, so it is better if as one of the destinations that Bali is interested in, it should create more tourism products that can increase satisfaction for tourists visiting Bali. The hospitality factor makes the dominant factor shaping tourist satisfaction. It is better if these factors need to be maintained or improved, so that tourists feel that the hospitality created by Bali tourism differentiates it from other tourist destinations in Indonesia in general.