MODEL OF FOREIGN TOURISTS LOYALTY ON MARINE TOURISM TO VISIT BALI

Marine tourism in Bali has developed significantly including scuba diving, snorkeling, water sport activities, parasailing and surfing attractions. As Bali has a lot of attractive diving spots, development of scuba diving has increased for many years. Humans are motivated to travel by curiosity which can motivate visitors to explore other types of tourist attraction, one of them is exploring underwater world. The desire to see what isin different world in the marine situation isthe reason why individuals undertake exploration based activities. This study was design to ddevelop a model of understanding factors influence loyalty of foreign tourists visiting Bali based on holistic approach as loyalty express revisit, promote to other people as well as recommend people to visit destination. Rresearch was undertaken on marine-based tourism, particularly diving activities at several popular diving sites in Bali Province, namely: Tulamben, Pemuteran, Menjangan island, Sanur, Nusa Lembongan dan Nusa Penida. Accidental sampling technique was chosen to select the sample of foreign tourists who were doing diving activity in these areaswith thenumber of respondents was 204 foreign tourists. Assement of foreign tourists’ satisfaction, trust and loyalty were undertaken by using a five-point Likert rating scale. Relationship between tourists’ motivation, satisfaction, trust and loyalty was analysedbased on Structural Equation Modeling (SEM)developed in this research.AMOS Version-21with the Maximum Likelihood Estimation method was used in analyzing the model.