MODEL OF FOREIGN TOURISTS' LOYALTY IN CULTURAL AND HERITAGE TOURISM IN BALI

Abstract: Research was designed: (i) to a^ssess lelel of foreign tourists,satisfectio, in visiting cultural ad heritage sites of Bali, (ii) to identify variables that influence foreign tourists' loyalty in visiting cultural ani heritage sites of Bari, and (iii) to analyze relationship betwee-n variabres forming foreign tourists, royariy in visiiing cultural and heritage sitc of Bali. Rcsearch *as ,ndulrt.k"o on culiure attractions and heritage sites withinthe Bali_province, nanrely: Temples of Tr.rron Af,r, Ta,ah Lot, uluwatu, Tirta Enrpul (Tompaksiring), Batrrr (Kintamani) ""d B";;kih, as well as Bali Museum, Ubrrd palace, and penglipuran Village. The nunrber of respondents was 187 foreign tourists which were chosen by accidentar sampring. Fivc-point Likert rating scale was used and relationship between variables wJs analyzed by using smartPlS based on developed structural EquationModel.The results showed that: (i) For.eiqn tourist were mostly satisfied in visiting cultural and }eritage sites of Bali, (ii) variables that influencldforeign to.rists, ,ii"ro"tio., in visiting cultural and heritage sites of Bali were intrinsic motivotion, extrinsic ,rotivation and trust, (iii) Based on direct effects relationship, there were significant relationships between variable intrinsic ,rotivation to trust, between intrinsic motivation to tourists'satisfaction, between extrinsic motivation to trust, between extrinsic motivation to tourists' satisfaction and between trust to tourists, satisfactio,' Meanwhile, there was not significant relationship between intrinsic motivation to tourists'satisfaction. However, based on indirect effect, intrinsic rnotivation significa.tly influencedforeign tourists, loyarty through variabretrust which indicated that even tho.gh internal nrotilatio, of f.reign iourists was sig,ificant not todirectly influence tourist's satisfaction, the results showed that lbreign tourist's t.rst in the reput*tion ofBali as one ofcultural and heritage destinatiin irrdirectly brought about tonrists' satisfaction in visiting curtural and heritage sites of Bali.Hence, the Balinese beliefs need to be protected, preserved and maintained through keep spreading out the vibration of Bolines" "piritu in implernentiug local ctdture and art in their daily life.