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Volume 5, Issue 4(1), April 2016 International Journal of Multidisciplinary

Educational Research

Published by Sucharitha Publications 8-21-4,Saraswathi Nivas,Chinna Waltair Visakhapatnam – 530 017 Andhra Pradesh – India Email: [email protected] Website: www.ijmer.in

Editorial Board Editor-in-Chief Dr.K. Victor Babu Faculty, Department of Philosophy Andhra University – Visakhapatnam - 530 003 Andhra Pradesh – India

EDITORIAL BOARD MEMBERS Prof. S.Mahendra Dev Vice Chancellor Indira Gandhi Institute of Development Research Mumbai Prof.Y.C. Simhadri Vice Chancellor, Patna University Former Director Institute of Constitutional and Parliamentary Studies, New Delhi & Formerly Vice Chancellor of Benaras Hindu University, Andhra University Nagarjuna University, Patna University Prof. (Dr.) Sohan Raj Tater Former Vice Chancellor Singhania University, Rajasthan Prof.K.Sreerama Murty Department of Economics Andhra University - Visakhapatnam Prof. K.R.Rajani Department of Philosophy Andhra University – Visakhapatnam Prof. P.D.Satya Paul Department of Anthropology Andhra University – Visakhapatnam Prof. Josef HÖCHTL Department of Political Economy University of Vienna, Vienna & Ex. Member of the Austrian Parliament Austria Prof. Alexander Chumakov Chair of Philosophy Russian Philosophical Society Moscow, Russia

Prof. Fidel Gutierrez Vivanco Founder and President Escuela Virtual de Asesoría Filosófica Lima Peru Prof. Igor Kondrashin The Member of The Russian Philosophical Society The Russian Humanist Society and Expert of The UNESCO, Moscow, Russia Dr. Zoran Vujisiæ Rector St. Gregory Nazianzen Orthodox Institute Universidad Rural de Guatemala, GT, U.S.A Prof.U.Shameem Department of Zoology Andhra University Visakhapatnam Dr. N.V.S.Suryanarayana Dept. of Education, A.U. Campus Vizianagaram Dr. Kameswara Sharma YVR Asst. Professor Dept. of Zoology Sri. Venkateswara College, Delhi University, Delhi I Ketut Donder Depasar State Institute of Hindu Dharma Indonesia Prof. Roger Wiemers Professor of Education Lipscomb University, Nashville, USA Dr. N.S. Dhanam Department of Philosophy Andhra University Visakhapatnam

Dr.B.S.N.Murthy Department of Mechanical Engineering GITAM University Visakhapatnam Dr.S.V Lakshmana Rao Coordinator A.P State Resource Center Visakhapatnam Dr.S.Kannan Department of History Annamalai University Annamalai Nagar, Chidambaram Dr. Barada Prasad Bhol Registrar, Purushottam Institute of Engineering & Technology Sundargarh, Odisha Dr.E. Ashok Kumar Department of Education North- Eastern Hill University, Shillong Dr.K.Chaitanya Department of Chemistry Nanjing University of Science and Technology People’s Republic of China Dr.Merina Islam Department of Philosophy Cachar College, Assam Dr. Bipasha Sinha S. S. Jalan Girls’ College University of Calcutta, Calcutta Prof. N Kanakaratnam Dept. of History, Archaeology & Culture Dravidian University, Kuppam Andhra Pradesh Dr. K. John Babu Department of Journalism & Mass Comm Central University of Kashmir, Kashmir

Dr.T.V.Ramana Department of Economics Andhra University Campus, Kakinada Dr.Ton Quang Cuong Dean of Faculty of Teacher Education University of Education, VNU, Hanoi Prof. Chanakya Kumar Department of Computer Science University of Pune,Pune Prof. Djordje Branko Vukelic Department for Production Engineering University of Novi Sad, Serbia Prof.Shobha V Huilgol Department of Pharmacology Off- Al- Ameen Medical College, Bijapur Prof.Joseph R.Jayakar Department of English GITAM University Hyderabad Prof.Francesco Massoni Department of Public Health Sciences University of Sapienza, Rome Prof.Mehsin Jabel Atteya Al-Mustansiriyah University College of Education Department of Mathematics, Iraq Prof. Ronato Sabalza Ballado Department of Mathematics University of Eastern Philippines, Philippines Dr.Senthur Velmurugan .V Librarian Kalasalingam University Krishnankovil Tamilnadu Dr.J.B.Chakravarthi Assistant Professor Department of Sahitya Rasthritya Sanskrit Vidyapeetha, Tirupati

© Editor-in-Chief, IJMER®

Typeset and Printed in India

www.ijmer.in IJMER, Journal of Multidisciplinary Educational Research, concentrates on critical and creative research in multidisciplinary traditions. This journal seeks to promote original research and cultivate a fruitful dialogue between old and new thought.

C O N T E N T S

Volume 5 Issue 4(1) April 2016

S. No Page

No 1. The Effect of Perceived Justice on Service Recovery

Satisfaction and Behavioral Intentions: The Case of Three Tourism Destinations in Bali

I Nyoman Sudiarta

1

2. Agrarian Change in Telangana N.Kanakaratnam

16

3. Motivation, Satisfaction, Trust and Loyalty: An Analysis of Divers’ Behavior

I Wayan Suardana

21

4. Medieval Indian Family in India B A. Srinivasa

52

5. Tyre Retreading in India :A Sustainable Project Prabhudutta Sahu

and Ananga Kumar Mohapatra

59

6. Analysis of Interest Income and Interest Expense of Scheduled Commercial Banks

Sailesh Sandipam

71

7. Macaulay Education in British India P.Nageswara Rao

83

8. Bhopal Gas Leak Tragedy from the Feminist Perspective

Kusiralla Sreenivasulu

93

9. Social Adjustment among Sportspersons and Non Sportspersons

Shivakumar.B and M.S.Pasodi

119

10. Arab Muslim Travelers and Kerala Sayid Habeeb Rahman. K.P

123

11. Community Ecology of Monogenoidean Parasites of the Blacktip Sea Catfish, Arius dussumieri Valenciennes, 1840 (Ariidae) from the Coast of Visakhapatnam, Bay of Bengal

I.Krishnaveni and U. Shameem

133

12. Use of Magic in J.K. Rowling’s Select Harry Potter Novels

Suresh Pandurang Patil

151

13. Mathematical Achievement of Secondary School Students in Relation to their Cognitive Styles

Shminder Kaur and Jasleen Kaur

161

14. Out-Migration of Lambani Community: An Observation Shiddappa Madar and Mohan A. K.

175

15. Role of Teacher for Promoting Values Pushpa Kumari

185

16. Problems and Prospects of Agriculture Marketing in India

S.V.Hari Krishna and R.Sivakumar

195

17. The Animal Motifs Depicted on the Vijayanagara Coins Karamthur Venkatesu Naik

203

18. Teaching of English Pronunciation in India-New Trends and Innovations

V Govindharajulu

212

19. Mental Toughness Level of Ethiopian Female Football Players and Its Impact on their Performance

Seid Suleiman and R.V. L.N. Ratnakara Rao

221

20. Performance Analysis of the Fiber Distributed Data Interface Networks on the Basis of Efficiency & Response Time

Surinder Singh and Naseeb Singh Dhillon

232

Dr. K. VICTOR BABU M.A.,M.A.,M.Phil.,Ph.D.,PDF, (D.Lit)

Faculty of Philosophy and Religious Studies & Editor-in-Chief International Journal of Multidisciplinary Educational Research (IJMER) & Sucharitha: A Journal of Philosophy and Religion Andhra University, Visakhapatnam Pin - 530 003 , Andhra Pradesh – India

ISSN : 2277 – 7881 Impact Factor :3.318(2015)

Index Copernicus Value: 5.16

Editorial……

You will be happy to know that we have entered the fifth year of publication of IJMER, since its inception in April 2012. Focusing on many interdisciplinary subjects, the published papers are spreading the knowledge with fervent hope of upholding the holistic approach. With all my heart, I reiterate to echo my sincere feelings and express my profound thanks to each and every valued contributor. This journal continues to nurture and enhance the capabilities of one and all associated with it.

We as a team with relentless efforts are committed to inspire the readers and achieve further progress. Aim is to sustain the tempo and improve. We acknowledge with pleasure that our readers are enjoying the publications of Sucharitha Publishers. We solicit to receive ideas and comments for future improvements in its content and quality. Editor –in-Chief explicitly conveys his gratitude to all the Editorial Board members. Your support is our motivation. Best wishes to everyone.

Dr.K.Victor Babu

Editor-in-Chief

SOCIAL SCIENCES, HUMANITIES, COMMERCE & MANAGEMENT, ENGINEERING & TECHNOLOGY, MEDICINE, SCIENCES, ART & DEVELOPMENT STUDIES, LAW

www.ijmer.in

INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY EDUCATIONAL RESEARCH

ISSN : 2277-7881; IMPACT FACTOR – 3.318; IC VALUE:5.16; ISI VALUE:2.286 VOLUME 5, ISSUE 4(1), APRIL 2016

MOTIVATION, SATISFACTION, TRUST AND LOYALTY: AN

ANALYSIS OF DIVERS’ BEHAVIOR

I Wayan Suardana Faculty

Travel Department of Tourism Udayana University

Denpasar, Bali ,Indonesia Abstract

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. Keywords: Motivation, Satisfaction, Trust, Loyalty INTRODUCTION

Ecotourism sectors which gain popularity in the world today are diving and snorkeling. These sectors are growing in the archipelago with coral reefs with diverse marine life. Expedition motivation and exploration and a desire to know the natural beauty of the underwater become one of the motivations of the divers to determine the differences between regions in the world. Tourist activities are no longer just reserved for the adventurous but also accessible by all types of travelers. Not only for professional divers but also for amateur divers and even tourists who cannot dive. Based on the data from Professional Association of Diving Instructors (PADI), a growing number of people have certificates of divers. In 2005, the number of certificates issued was as many as 14.7 million members, there was a 2.5% increase and it became 19.4 million in 2010 and rose to 22.2 million members in 2013, with the average 2.5 % increase per year (PADI.com, 2014). Rules of the world diver certification agency state that all certificate holders are required to improve levels of certification based on the time and duration of dives. This opportunity shows that in the future, there would be a significant increase in the market and in the growing interest of divers in diving around the world, including Indonesia. Improved motivation and interest of divers in sport will be followed by an

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increase in travelling. Travelers usually do not just come into a country for the sport of diving but also travel, or vice versa. Although diving is one of the tourist attractions, liked by tourists, but little information about divers’ behavior is available, particularly in Bali.

Visit pattern of the divers coming to Bali has undergone a repeater pattern, where tourists already come more than one visit. Besides, Bali competitors in providing diving tourism products increase, such as Gili Trawangan, Bunaken, Wakatobi and Raja Ampat. One of the most important things in business is to win the purchase repetition and profit maximization. The importance of keeping customers becomes imperative in an effort to maintain the existence of diving tourism market. According to Yoon and Uysal (2005) fundamental aspects in maintaining loyalty are the individual characteristics, particularly tourists’ motivation. Tourists’ motivation indicates the level of sensitivity of a tourist to make a return visit. The study of motivation also helps to explain the popularity of sports such as diving and snorkeling. Researchers find that people prefer the sensation derived from sports activities, in addition to emotional support and a sense of making achievement and friendships caused (Mowen and Minor, 2001). Based on some of the literature, the motivation for tourists to travel is due to internal factors (psychological) that encourage someone to come out of their environment and attracting external factors, that is, attribute of the destination itself (Decy and Ryan, 1985; Cromptom, 1979; Dann, 1977). By testing upon self-ability on the border of knowledge and encouragement, enthusiasm in these activities poses a high emotional experience. Diving experience is designed to create a hedonic experience. The hedonic experience provides different facts of traveler behavior in building loyalty.

Meanwhile, satisfaction with the experience received serves as a strong foundation to encourage and attract tourist motivation in creating destination loyalty (Yoon and Uysal, 2005). Tourists’ satisfaction and their positive outlook is a reflection of the intention to visit again and recommend the destination to others. Customers satisfied with the service show less possibility to switch (Stauss and Neuhaus, 1997), meaning that the satisfaction of tourists makes a positive contribution to the improvement of tourist loyalty (Caceres and Paparoidamis, 2007). Studies on the behavior of individuals in tourism have grown so rapidly so that determining the antecedent of loyalty is not enough only through satisfaction resulting from the initial visit, but also the comfort that is felt after the visit. This is the belief of travelers in destinations. This indicates that there is a change of emphasis in the relationship marketing, especially in determining predictors rather than loyalty (Fullerton, 2005; Caceres and Paparoidamis, 2007; Morgan and Hunt 1994). Relationship marketing theory has explained the principle of long-term exchanges as a paradigm shift in the field of marketing (O'Malley and Tynan, 2000). This theory gives an understanding that provides different services for tourists and

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benefits of other relationships which are believed to increase consumer confidence (Garbarino and Johnson, 1999; Franco, 2009).

Some researchers associate the role of satisfaction in the relationship between motivation and tourist loyalty. Chaudhuri and Holbrook (2001) add that customers who have a strong relationship to an object, the trust will replace the satisfaction as the driving loyalty. Yoon and Uysal (2005) describe a model of research linking motivation, satisfaction, and loyalty. In this perspective, satisfaction does not have sufficient significant effect on loyalty (Garbarino and Johnson, 1999). To create a long-term relationship, the trust becomes an important form of commitment (Morgan and Hunt, 1994). Based on trust, a traveller has the possibility of recommending the product to others. Trust can also be used in predicting the behavior of travelers on product loyalty or service loyalty. According to Salegna and Fazel (2011) customer loyalty can be measured in two different dimensions, namely loyalty to products and loyalty to the service. It is further explained that not many have proved it empirically that loyal customers on a product are confirmed to be loyal to service or vice versa (Salegna and Goodwin, 2005). It has become an inspiration to test the theory in a traveler who has a special interest, i.e. diving.

Previous research in tourism has been approached with the concept of loyalty to tourist destinations from the perspective of the intention to repeat visits and recommend the destination to friends and relatives, but ignoring the effect of relationship marketing, particularly trust (Yoon and Uysal, 2005; Niininen, et al, 2004; Li and Petrick, 2010; Forgas, et al, 2012). Although previous studies have shown the influence conducted by nationality in the decision to repeaters, no motivations have been identified in influencing service loyalty and loyalty of diving tourism products. In addition, there have been no studies dealing with the tremendous role of satisfaction influencing motivation on product loyalty through trusts. To fill the existing gap in the literature, a theoretical model of the role of satisfaction is developed in its relationship between motivation and confidence in creating product loyalty and service loyalty. THEORETICAL CONSIDERATION AND HYPOTESES

This study used a reference theory of consumer behavior in the decision-making perspective (Solomon, 1996; Swarbrooke & Horner, 2008; Mathieson and Wall, 1982) as the main theory (grand theory) and the theory of relationship marketing of Berry (1995) as an approach to the measurement of product loyalty as well as the loyalty to tourism services. The theory is also supported by the theory of motivation, that is, the theory of self-determinant of Decy and Ryan (1985), the concept of satisfaction, trust concept, and the concept of loyalty. Framework of thinking underlying this study is the

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increasing interest of foreign and domestic travelers in making diving tours to Bali. Tourism diving becomes a tourism activity with adventurous motivation and behavior tendencies of tourists who come are tourists with environment-care characteristics (Mundet and Ribera, 2000). It can be studied from the intrinsic behavior of tourists until after the purchase. As an initial step to build those relationships, it is necessary to understand the profile of tourists who come in Bali as well as the tourist motivation. Maintenance of customers by building loyalty is the most enduring asset (Kandampully, 2002: 249). The concept of relationship marketing and the theory of self-determinant become a reference in discussing various issues related to loyalty. But that is not enough, the importance of differentiating the measurement of loyalty on service and product loyalty will help marketers determine the pattern of long-term relationships of tourist destinations (Salegna and Fazel, 2011).

In what follows, variables and relationships between variables that make up the conceptual relationship in this study are described, namely: motivation, satisfaction, trust, and loyalty. Motivation

Motivation is a psychological force that becomes a necessity to push a person to perform activities of travel (Park and Yoon, 2009). While Gray et al (1984; Gnoth, 1997) state that motivation as an internal process that activates, guides and maintains behavior over time. Motivation can vary in intensity and direction (Ryan and Deci, 2000). It is emphasized that the motivation of individuals can be in the form of intrinsic characteristic that is sourced from within himself and extrinsic characteristics that is sourced from outside. Intrinsic motivation is a person who performs an activity because the activity is interesting and can give satisfaction or pleasure (Ryan and Deci, 2000). In line with these opinions Lindenberg (2001), mentions that intrinsic motivation is motivation that comes from within oneself. Intrinsic motivation is internal factors that can generate tourist behavior in determining the travel (England, 2003: 34; Ross, 1998: 33). For example, many tourists wanting to dive took a diving course because it was very interesting and useful, although it was not to be paid or ordered by someone else. People who have strong “future time perspective” (i.e. willing to do things today that might benefit them in the future), many are motivated to learn, even without any direct incentives or demand of others (Slavin, 2009: 100). Intrinsic motivation is a socio-psychological aspect that urges travelers to make diving excursions. This stimulus arises from the needs of individuals in line with the theory of self-determination which implies that the individuals who are motivated intrinsically tend to show gains in self-esteem (Ryan and Deci, 2000 in Cromptom, 2005). Holden and Sparrowhawk (2002) provides peculiarities to travelers with ecotourist characteristic having internal motivation i.e. studying

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the nature, doing physical activities, and meeting with other people who have the same activity. So, intrinsic motivation in this study is the motivation that comes from within oneself without the need for external stimulation or orders from outside the individual tourists or divers (Mohhammad and Som 2010).

Extrinsic motivation is motivation that is influenced by the properties that exist on tourism sites. Along with the driving factors, extrinsic motivation requires special attention, because this factor aims to determine the choice of product to be purchased. Vallerand (2004; Ryan and Deci, 2000) provides a definition of extrinsic motivation as motivation objectives located outside knowledge, which are not contained in the act itself. Further Gagne and Deci (2005), mentions motivation is extrinsic motives as there are active and functioning of stimulation from the outside, particularly regulation. Moller, Ryan and Deci (2008) argue that extrinsic motivation is motivation that arises due to the influence of outside individuals, whether because of invitation, orders or coercion from others so that with these circumstances someone would do this. Cromptom (1979) identifies two indicators decisive in this motivation. The two indicators are novelty and education. Yoon and Uysal (2003) find that extrinsic motivation has a positive effect on the satisfaction of tourists and has a direct effect on the loyalty of travelers. The driving factors at once will cause extrinsic motivation becoming awakened and affect tourist satisfaction. Based on the above study, the hypothesis can be formulated as follows: H1a: Intrinsic motivation has a positive effect on satisfaction of tourists who dive in Bali. H1b: Intrinsic motivation has a positive effect on product loyalty of tourists who dive in Bali H2a: Extrinsic motivation has positive effect on satisfaction of tourists who dive in Bali H2b: Extrinsic motivation has a positive effect on trust of tourists who dive in Bali Satisfaction

Satisfaction could mean an effort to fulfill something or make something appropriate and adequate. A marketing scientist Kotler (2009: 177) defines customer satisfaction as a feeling of happiness or disappointment someone experiences, which is the result of comparing the appearance or the outcomes of products perceived in relation to ones expectations. Further it is explained that consumers make a personal judgment about the value of market supply and make decisions based on the consideration while Oliver (1997) defines satisfaction as the evaluation made by someone between prior expectations and the results obtained from the consumption of a product or service in this case is the service while at tourist destinations. Baker and

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Cromptom (2000) mention satisfaction as an attitude that is shown by the emotional reaction to a product or service. The concept used in this study is a thorough satisfaction (overall customer satisfaction). Satisfaction is an attribute that is not the only one that is based on experience. For that, it is made possible, the existence of other antecedent such as motivation (Latu and Everett, 2000). The antecedent may indicate their operational consistency of motivation and satisfaction.

Yoon and Uysal (2005), satisfaction should be perceived from a multidimensional perspective, i.e. consider more than one variable observed. Similarly, satisfaction can be used as a predictor of trust and loyalty. Travellers were satisfied with the service providers and products purchased, will lead the effort to recommend to others and are willing to go back (Valle et al, 2006). The concept used in this study is a thorough satisfaction (overall customer satisfaction). Satisfaction is an attribute that is not the only one that is based on experience. Therefore, it is possible that there is another antecedent such as motivation (Latu and Everett, 2000). Such an antecedent may indicate its operational consistency of motivation and satisfaction. If in previous experience, travelers have been satisfied with tourism service providers, travellers’ trust should be developed in tourist destinations so that the relationship between tourists and service providers in the tourist destination becomes closer (Kim, et al, 2011). Travellers satisfied with the service providers and products purchased will make an effort to recommend the destination to others and are willing to go back (Valle, et al, 2006). In connection with loyalty, satisfaction becomes important in pushing for the recommendation and intention of return visits (Hui, et al 2007; Yuksel and Yuksel, 2007; Jang and Feng, 2007; Um, et al 2006). Furthermore Yuksel, et al (2010) showed that tourists’ satisfaction can increase loyalty. This was confirmed by other studies that reveal the influence of satisfaction on loyalty products (Dick and Basu, 1994; Deng, et al, 2010; Yoon and Uysal, 2005; Forgas Coll, et al 2012). The hypothesis can be formulated as follows: H3a: Satisfaction has a positive effect on the trust of tourists diving in Bali H3b: Tourists’ satisfaction has a positive effect on product loyalty of diving in Bali H3c: Tourists’ satisfaction has a positive effect on service loyalty of diving in Bali Trust

Trust is a marketing concept that emerges from the relationship orientation in marketing activities. Sideshmukh, et al (2002; Payne, 1993: 31) point out that trust is one of the elements in a powerful relational marketing owned by a company. Trust is essential for building long-term relationships and retain existing market shares (Zeithaml and Bitner (2003: 158). Trust is

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defined as a set of beliefs associated with honesty, good will, competence and predictability (Armesh, et al, 2010; Hikkerova, 2011). Moorman et al (1993) define trust as a willingness to rely on others who have been believed in. Trust contains two distinct aspects: credibility which refers to the belief that other parties have expertise in carrying out their duties and benevolence, that is, earnestness of others to implement something that has been agreed on. This view is simplified by Kim et al (2011; Franco, 2009; Sonmez and Graefe, 1998) who point out that trust is a belief or perception that has the attributes of virtue, competence, integrity, and security that are beneficial to someone. It is explained that trust is the development of integrity, commitment dependence, among actors in an organizational framework. The definition indicates that trust is a fundamental component of marketing in creating true and long-term relationships with customers (Morgan and Hunt, 1994).

Satisfaction will contribute to loyalty, but not to the high level of satisfaction (Salegna and Goodwin, 2005). Therefore, Morgan and Hunt (1994) state that, in the social exchange relationships, trust becomes an antecedent of loyalty which will ensure an ongoing relationship and last forever. To increase loyalty to the product and the service provider, it will require trust from tourists (Salegna and Fazel, 2011: Sirdeshmukh, et al 2002). Lau and Lee (1999) show that when consumers trust in a particular brand or product, they are capable of delivering what they expect and it will bring loyalty to the product. Trust has a positive and significant impact on customer loyalty (Chaudhuri and Holbrook, 2001; Lin and Lu, 2010; Sirdeshmukh, et al 2002).

Trust is seen from various perspectives, namely: 1) belief in self-confidence or expectations, 2) the willingness or desire depending upon the intention of mutual trust (Yaqub et al 2010). Trust is something that involves vulnerability and uncertainty on a party (Ratnasingam 2012). Garbarino and Johnson (1999) look at trust as a basic element in maintaining relationships as well as confidence in the honesty and integrity of the other party. It can be concluded that the element of trust is competence, dependability, virtue, integrity, and predictability. One important factor of trust is safety and security (Sonmez and Graefe, 1998). In general, diving requires trust, since these diving activities are subject to risks and special abilities in the water. Specifically, diving is associated with high levels of vulnerability and uncertainty, leading to a feeling of concern on tourists, and safety and security systems. This study is supported by other studies revealing the relationship of trust and loyalty to the service provider (Albert, et al, 2012; Benito and Partal, 2012; Lertwannawit and Gulid, 2011). So from the above statement, it can be seen that social exchange is considered as the process of buying or using existing diving services, continuing a visit that has been done, or maintaining a traveler who has come diving in Bali. To that end, trust has a crucial influence on the formation of tourists’ loyalty to diving tourism product and

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diving service providers. From the relationship of the above concepts, the following hypotheses can be formulated: H4a: Tourists’ trust has a positive effect on loyalty of diving tourism products in Bali. H4b: Tourists’ trust has a positive effect on service loyalty of diving in Bali Loyalty

Loyalty is defined as a person’s loyalty on a product, either goods or services. Oliver (1997: 392) states the definition of customer loyalty is customer commitment to survive in depth to subscribe or re-purchase of products / services selected consistently in the future, despite the influence of circumstances and marketing efforts have the potential to cause a change in behavior. In this condition, loyalty is seen as a construct with multiple stages of loyalty, namely: cognitive, affective, conative and action stages. Further Griffin (2002: 4) explains that the loyalty rather refers to the form of the behavior of units of decision-making to make a purchase continuously for goods / services of a service provider.

In the perspective of tourist destinations, loyalty is seen as loyalty to a tourist destination or tourism product as "behavioral intention" i.e. intent to repurchase and willingness to make a recommendation to others (Yuksel, et al, 2010; Yoon, 2000). The positive experience of tourists to tourist destination services is likely to generate repeat visits and led to positive recommendations to friends or family who is regarded as an important and reliable source of information for travelers (Yoon & Uysal, 2005).

Loyalty is one form of attitude like the tendency to behave (behavioral intention) and propensity (Jasfar, 2002) and it is also called a repurchase behavior (Sharp and Sharp, 1997). When consumers are loyal, they will keep buying a desired product or brand or recommend the brand to others (Menchida, et al, 2010; Foster and Cadogan, 2003). Barnes (2003: 39; Gremler and Brown (1996: 173) state that customers having a loyalty feel an emotional bond with the company, the emotional bond is what makes customers loyal and encouraged to buy and make a recommendation to others.

Salegna and Fazel (2011) reveal that customer loyalty can be seen in two dimensions, service loyalty and product loyalty. Individual attitudes loyal to service provider is positively related to product loyalty. Service loyalty is a strong desire of tourists to interact to do business with diving service providers resulted from satisfaction, commitment, and sustained repeat purchase behavior (Salegna and Fazel, 2011). Meanwhile, according to the Sierra and McQuitty, 2005) loyalty to the service provider serves as a response from customers’ emotion. When the response of tourists’ emotion is positive, it will increase their loyalty to the service provider. Loyalty to the service provider serves as a gesture referring to the customer's intent to repurchase and

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willingness to recommend to others. In this study, the concept of loyalty to the service provider is equated with service loyalty. The concept of Salegna and Fazel (2011) is used in this study which implies that loyalty is not only an intention to do future business with service providers, so that the dimensions expected are the psychological dimensions that include satisfaction, trust and emotional commitment to the service provider (Salegna and Goodwin, 2005; Javalgi and Moberg, 1997).

Tourism products are various types of components of tourist attractions, tourism facilities and accessibility provided for tourists, including experiences, support each other in synergy within a unified system for the realization of tourism (Middleton, et al, 2009: 122). The product is the output of the operating functions either goods or services. It is a bit hard to show a form of tourism product as a whole, as one of the tourism products is services or goods that are virtual in nature. The various types of tourism products are intangible in nature, then in discussing loyalty to tourism products; it needs to make the categorization of products (Kolb, 2006: 62). In some literature, it is explained that the brand of a product can be successful in some product categories. So the labeling of a product becomes an identity that is important to do as part of strengthening and introducing products sold (Zhang, 2010). In tourism, especially diving, the selection of varying tourism services becomes a challenge in strengthening tourists’ loyalty. Product loyalty usually refers to the brand loyalty with respect to a particular product or brand, apart from where the product is purchased (Salegna and Fazel, 2011). When viewed from a behavioral approach, product loyalty is defined as the level of strong loyalty of the tourists to the products consumed by the indicator of purchase amount for a particular product or brand. This product loyalty level can be measured by monitoring the frequency of purchase or the number of consumers turning to products or other brands within the same product category (Javalgi and Moberg, 1997). The hypothesis formulated in relation to this concept is as follows: H5: Service loyalty has a positive affect on the loyalty of diving tourism products in Bali. METHODOLOGY

This study aims to explore the relationship between motivation, satisfaction, trust and loyalty in the context of the behavior of travelers who go diving and snorkeling in Bali. This research is a quantitative research using a survey design. This study will identify and examine the cause-effect relationship between one variable and another variable or look for a cause-effect relationship between exogenous and endogenous variables so that this kind of research can be categorized into verification or association or correlation research. The research was conducted at the centers of diving

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tourism development in Bali, namely, Sanur and Benoa Region, Western Bali Region and Pemuteran, Nusa Penida area, Tulamben Region, and Candidasa Region. The study was conducted during the month of July 2013 - June 2014.

The data collection for the study of intrinsic motivation variable (X1), extrinsic motivation (X2), satisfaction (X3), trust (X4), product loyalty (Y1), and service loyalty (Y2) used a questionnaire. The indicators used in this study are a reflective indicator. In the reflective model, manifest variables associated with latent variables are assumed to measure indicators that manifest construct. The hallmark of the variables measured in the reflective scale is the existence of togetherness between the measuring indicators (common factors). Total overall indicators formed were 27. Indicators of intrinsic motivation consisted of four indicators adapted from Ryan and Deci (2000), Vallerand, et al (1992), and Beggs and Elkins (2010), extrinsic motivation consisted of four indicators adapted from Correia and Valle (2007), satisfaction consisted of 6 indicators adapted from Szuster (2011), Gallarza and Saura (2006), Moses et al (2012). Trust consisted of four indicators adapted from Franco (2009), Kim et al (2011), and Sonmez and Grafe (1998); product loyalty consisted of five indicators adapted from Jamaludin et al (2012), Assael (1992), Gallarza and Saura (2006), and service loyalty consisted of four indicators adopted from Sierra and McQuitty (2005), Martinez and Guillen (2006), and Zeithaml et al (1996). All indicators would be measured using a Likert scale (5 points). Relationships between variables would be tested and analyzed by Structural Equation Model (SEM) with AMOS Version 5.0.

Tests on the validity used the method principle axis factoring with the Program Statistical Package for Social Science (SPSS) version 17.0 for windows, loading factor value of the item was minimally above 0.5 (Hair, et al 1998), Keisser Olkin Meyer value was at least 0.50 and Cumulative Explained Variance was at least of 0.50 (50 percent), and the eigen factor values was at least 1.0. Good reliability was if: the value of construct reliability (CR) was ≥0.70 and the variance extracted (VE) value was ≥ 0.50). From the coefficient Crombach 'Alpha, all the variables had coefficients above 0.6, so the six study variables were declared valid and reliable.

Of the 350 questionnaires distributed to the tourists, only 250 respondents were valid for further analysis. Questionnaire analyzed was the proportion of 50 people on each of the tourist areas. Only the West Bali National Park (Menjangan Island and Pemuteran) totaled 34 (13.6%) as the average visit was a minimum, while the most respondents were obtained from Nusa Penida, 59 people (23.6%), because this area had averagely the highest visit in Bali. Respondents who did the diving were dominated by men (61.6%), whereas women divers were only 38.4%. Based on the nationalities, the divers were dominated by tourists from the continental Europe (33.2%) with France as the country of Europe's largest tourist contributor (12.4% of the total European tourists). Australia was in second place (32%). Tourists from Asia

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were 21.6%, especially those from Indonesia who served as domestic tourists (8%) as the majority of divers, followed by China amounting to 4.4%, Singapore, 4% and Japan 3.6%. This tourism product also related to the age of the majority of tourists (99%) who were in the age range of productive workers (18-64 years). Based on the results of the study, those with the age of 28-37 years (58.8%) represented the highest percentage of tourists’ ages or the median of 32 years. Group with the age of 18-37 years represented 96% of the total travelers who did diving in Bali. But there were also tourists whose ages were above 50 years who did scuba diving activities. RESULT

Bali has a beautiful underwater potential and supported by various facilities causing diving to grow rapidly. There are several water areas of Bali that have been developed as a maritime tourist attraction namely the area of Tanjung Benoa and Sanur, Candidasa area, area of Tulamben, Nusa Penida area, and the area of West Bali National Park. Diving tourism development needs to do an analysis of market segment of diving tours that can potentially be developed in Bali. Understanding tourist behavior viewed from the aspect of motivation to visit loyalty needs to be done to develop appropriate marketing strategies.

The analysis of 250 respondents who did diving tours indicated that Bali has specific characteristics of diving tours and can potentially be developed in the future. The general characteristics of travelers diving in Bali can be seen in Table 1. Travelers who dive in Bali is in the category of beginner divers "picnickers" at a young age, working and educated. Based on the level of diving experience, on the average the travellers already had 1-5 years of diving experience, internationally certified at the intermediate level. Travelers diving in Bali were tourist repeaters with length of stay 4-5 days and the time spent to dive on average 1-2 hours. Travelers chose to stay at five-star hotel especially near the dive site. Travelers get information on the Bali dive sites of the Internet and the visit patterns in groups with friends with a number of 3-4 people. These results are in line with the findings of Moses, et al (2010); Pabel and Coghlan (2011); Mundet and Ribera (2000); Perera (2011) that divers were based on particular motive for adventure.

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Table 1 Time and Mode of the Tourists Visit

Variable Classification Number of respondents

(Person) (%) Repeater Yes

Never 181 69

72.4 27.6

Total 250 100 Length of stay 1 day

2--3 days 4--5 days 6--7 days

>7 days

9 93 93 53 2

3.6 37.2 37.2 21.2 0.8

Total 250 100 Visit frequency at the same object

1 time 2 times 3 times >3 times

77 147 23 3

30.8 58.8 9.2 1.2

TOTAL 250 100 Length of diving 1 hour

1-2 hours 3-4 hours >4 hours

13 108 70 59

5.2 43.2 28.0 23.6

Total 250 100 Lodging Star hotel

Non-star hotel Family or relative Others

116 92 32 10

46.4 36.8 12.8 4.0

Total 250 100 Main source of information Magazine

Friend/relative Paper Television Internet Others

19 75 5 2 139 10

7.6 30.0 2.0 0.8 55.6 4.0

Total 250 100 Travel companion Alone

Friend Family Others

11 162 71 6

4.4 64.8 28.4 2.4

Total 250 100 Members of group 1-2 persons

3-4 persons 5-7 persons >7 persons

59 135 27 29

23.6 54.0 10.8 11.6

Total 250 100 Source: Analysis, 2015.

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5.1 Effect of motivation, satisfaction, and trust on loyalty

The assumptions that must be met prior to SEM analysis are the assumption of normality, absence of outliers, and linearity. Based on the formula of the central limit, if the sample is greater, then; the statistics has a normal distribution. With a sample size of n = 250, then the data of this study is viewed to meet the argument of the central limit, so the assumption of normality of the data is not critical and can be ignored. The data also show that all points of observation is not an outlier. Linearity test results showed all linear model was significant for the Sig value <0.05 so it was concluded that the assumption of linearity had been met. Goodness of Fit Model produced X2 = 347 938 with a probability value of 0.060 which is above the 0.05 limit. This indicates that the null hypothesis can be accepted. That is, there is no difference between the sample covariance matrix and covariance population matrix estimated and therefore the model is acceptable. An index measuring the suitability of the model GFI = 0.91, AGFI = .90, TLI = 0.95, CFI = 0.96, RMSEA = 0.03, and CMIN / DF = 1.225 are within the range of the expected value (Hair, et al 2010). Therefore, the model SEM in this study fits for use. Testing the validity of latent variables used lambda parameter (λi). All indicators of the latent variables have standardized estimate (regression weight) in the form of loading factor or lambda (λi)> 0.50, the critical value C.R> 2.000 and has a probability of less than 0.05 (mark *** means <0.001). Thus it can be said that all indicators of the latent variable is valid or significant to reflect the latent variables.

Tabel 2 Testing Results of Measurement Model Indicator Average S.D Standardized Crombach’

alpha Intrinsic Motivation (X1)

for knowledge (X1.1) 4.108 0.728 0.570 0,689 for skills or competency (X1.2)

4.052 0.837 0.681

for relations/ social cohesion (X1.3)

3.772 0.883 0.671

Feeling sensation stimulation (X1.4)

3.528 1.113 0.533

Extrinsic Motivation (X2)

Wanting to improve achievement (X2.1)

3.832 0.903 0.620 0,824

Bali has adequate diving facility (X2.2)

3.740 1.030 0.524

Under sea diversity 3.892 0.795 0.619

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(X2.3) Spending time more for friends or family (X2.4)

3.900 0.850 0.685

Satisfaction (X3) Diving becomes main choice in travelling (X3.1)

4.024 0.845 0.496 0,744

Experience obtained goes with expectation (X3.2)

4.064 0.752 0.492

Overall diving environment in Bali is in line with expectation (X3.3)

3.868 0.699 0.506

overall service is given according to satisfaction (X3.4)

3.956 0.836 0.611

Overall needs are fulfilled (X3.5)

4.016 0.803 0.405

Trust (X4) Honesty of service provider (X4.1)

3.908 0.773 0.564 0,725

Integrity of service provider can be ascertained (X4.2)

4.000 0.728 0.568

Competency and knowledge of service provider (X4.3)

3.968 0.806 0.659

Diving location is secure (X4.4)

4.028 0.714 0.630

Product loyalty (Y1) Having no intention to switch from diving tourism activities (Y1.1)

3.500 0.962 0.480 0,721

Always choosing diving in travelling (Y1.2)

3.832 0.857 0.722

Diving becomes life style (Y1.3)

3.968 0.864 0.609

Will recommend it to others (Y1.4)

4.140 0.734 0.544

Wishing to come back to the destination in 2 years (Y1.5)

3.868 0.856 0.546

Service loyalty (Y2)

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Not bored with the same service (Y2.1)

3.896 0.732 0.660 0,732

Having no intention to other service providers (Y2.2)

3.944 0.779 0.620

Saying positive things to others (Y2.3)

3.996 0.742 0.624

At the same situation will use the same provider (Y2.4)

3.836 0.856 0.550

KMO Msa = 0,753 p-value = 0,000

Barlett’s Test of Sphericity χ² = 413.267 df 6 Source: Analysis, 2015

In accordance with the purpose of the study to examine the effect of motivation, satisfaction and trust on service loyalty and product loyalty, the data analysis used Structural Equation Modeling. Structural results of relationships among variables can be seen in Figure 5.1

MI.28

x1.4e4

.53

.45

x1.3e3.67

.46

x1.2e2 .68

.32

x1.1e1 .57

ME.47

x2.4e8

.68

.38

x2.3e7.62

.27

x2.2e6 .52

.38

x2.1e5 .62

.51

KPS

.25

x3.6e14

.50.16

x3.5e13

.41

.37

x3.4e12.61

.26

x3.3e11 .51

.24

x3.2e10 .49

.25

x3.1e9.50

.24

KPC

.40

x4.4

e18

.63.43

x4.3

e17

.66.32

x4.2

e16

.57.32

x4.1

e15

.56

.53

LP

.23

y1.1 d1.48 .52

y1.2 d2.72 .37

y1.3 d3.61

.30

y1.4 d4.54

.30

y1.5 d5

.55

.36

LPL

.43

y2.1 d6.66 .38

y2.2 d7.62.39

y2.3 d8.62

.30

y2.4 d9

.55

.42

.58

.00

.27.44

.49

-.05

.44

.25

.19

u3

u4

u2

u1

Gambar 5.1 Relationship Motivation, Satisfaction, Trust, And Loyalty

In the structural model involving many variables and paths among variables, there are effects among the variables which include direct effect, indirect effect, and total effect (Ferdinand; 2002: 179). Final model resulting

Intrinsic Motivation

Satisfaction

Extrinsic Motivation

Product Loyalty

Provider Loyalty

Trust

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from the structure of the relationship among variables structure is shown in Figure 5.2

Figure 5.2

Model of Relationship Motivation, Satisfaction, Trust, and Loyalty

The following describes the summary of the effect results among variables, as seen in Table 3

Table 3. Direct Effect, Indirect Effect, and Total Effect

Variable

R2

Direct Effect

Indirect Effect

Total effect

Effect on Satisfaction 0.511 Intrinsic motivation

0.579 0.579

Extrinsic motivation

0.420 0.420

Effect on trust 0.243 Intrinsic motivation

- 0.286 0.286


0.003 0.207 0.205

Satisfaction 0.494 0.494 Effect on Service Loyalty

0.364

Intrinsic motivation

- 0.325 0.325


- 0.235 0.235

Satisfaction 0.437 0.125 0.567 Trust 0.254 0.254

Effect on Product 0,524

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Loyalty

Intrinsic motivation

-0.054 0.398 0.344


- 0.288 0.288

Satisfaction 0.445 0.242 0.687 Trust 0.189 0.067 0.256 Service Loyalty 0.265 - 0.265 Source: The data are processed from primary data, 2014.

Table 4 Signifikansi Pengaruh Antar Variabel

Relations among Variables Standardized

Coefficient

P-value

Description

Intrinsic Motivation (X1) Satisfaction (X3)

0.576 0.000 Significant

Intrinsic Motivation (X1) Product Loyalty(Y1)

-0.054 0.590 Insignificant

Extrinsic Motivation (X2) Satisfaction (X3)


Extrinsic Motivation (X2) Trust (X4)

-0.003 0.979 Insignificant

Satisfaction (X3) Trust (X4)


Satisfaction (X3) Product Loyalty (Y1)


Satisfaction (X3) Service Loyalty (Y2)


Trust (X4) Product Loyalty (Y1)


Trust (X4) Service Loyalty (Y2)


Service Loyalty (Y2) Product Loyalty (Y1)


Source: Appendix 6. The test results show that the hypothesis built that is intrinsic

motivation has a positive and significant effect on satisfaction with p = 0.000 (<0.05) with a coefficient of 0.579. This means there is a significant different between the intrinsic motivation and satisfaction. The positive coefficient indicates that both relationships are directly proportional. This means that the higher the intrinsic motivation, the satisfaction will also be higher and vice versa. Intrinsic motivation has no significant effect on loyalty products with p

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= 0.590 (> 0.10). This means there is no significant relationship between intrinsic motivation and product loyalty. That is the level of intrinsic motivation will not affect the level of product loyalty. Extrinsic motivation has a positive and significant impact on satisfaction with p = 0.000 (<0.05) with a coefficient of 0.420. This means there is positive and significant correlation between extrinsic motivation and satisfaction. The higher the extrinsic motivation that appears from tourists then satisfaction will also be higher and vice versa. Extrinsic motivation has no significant effect on trust with p = 0.979 (> 0.10). This condition indicates a low extrinsic motivation will not affect the level of trust.

Satisfaction has a positive and significant impact on the trust with p = 0.000 (<0.05) with a coefficient of 0.494. This means there is a significant difference between satisfactions and trust. The coefficient is positive indicates that both relationships are directly proportional. This means that the higher the satisfaction, the trust will also be higher and vice versa. Satisfaction has a positive and significant impact on loyalty products with p = 0.004 (<0.05), with a coefficient of 0.445. This means there is a significant difference between satisfaction and product loyalty. The coefficient is positive indicates that both relationships are directly proportional. This means that the higher the satisfaction, the loyalty products will also be higher and vice versa. Satisfaction has a positive and significant impact on loyalty services with p = 0.000 (<0.05) with a coefficient of 0.437. This means there is a significant difference between satisfaction and service loyalty. The coefficient is positive indicates that both relationships are directly proportional. This means that the higher the satisfaction, the service loyalty will also be higher and vice versa.

The trust has a positive and significant impact on loyalty products with p = 0.060 (<0:10) with coefficient 0189. This means there is positive and significant correlation between trusts in the loyalty of the product. The higher the confidence, the loyalty of the product will also be higher and vice versa. The trust has a positive and significant impact on loyalty services with p = 0.016 (<0.05) with a coefficient of 0.254. This means a significant difference between trusts in the loyalty of the service. The coefficient is positive indicates that both are directly proportional relationship.

Loyalty services has positive and significant impact on loyalty products with p = 0.017 (<0.05) with a coefficient of 0.265. This means a significant difference between loyalties and the service provider product loyalty. The coefficient is positive indicates that both are directly proportional relationship. This means that the higher the loyalty of the service provider loyalty products will also be higher and vice versa.

The model of the analysis results of the measurement with a determination coefficient of satisfaction, trust, loyalty services, and product loyalty. This analysis is used to determine the contribution of exogenous variables over endogenous variables. For this analysis, square multiple

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correlations are used. The amount of square multiple correlations are presented in Table 5.

Table 5. Square Multiple Correlation Variable Estimate Model

Satisfaction 0.511

Trust 0.243

Loyalty to service 0.364

Loyalty to product 0.526

Source: analysis, 2015 Based on Table 5 the value of the variable square multiple correlation

to the satisfaction of R2 = 0.511 is known then the magnitude of determination = 0.511 x 100 percent = 51.1 percent. For trust variable, it has a determination value of 24.3 percent. Loyalty to the service has a determination value of 36.4 percent, and the value of determination of product loyalty is 52.6 percent. Thus it can be stated that satisfaction has a value of R2 = 51.1 percent meaning that tourist satisfaction change is determined by the variation motivation through tourist satisfaction. that diving in Bali. For variable trust R2 = 24.3 percent, it can be stated that the changes to the trust of tourists is determined by variations in motivation through satisfaction of tourists. Loyalty services R2 = 36.4 percent can be stated that the change in loyalty of tourists diving in Bali is determined by variations in motivation through satisfaction and trust of tourists. Product loyalty R2 = 52.6 percent showed changes in product loyalty is determined by the tourist motivation through satisfaction, trust and loyalty services. DISCUSSION

Using the same analysis model, this research can confirm and corroborate the findings of Yoon and Uysal (2005) and Lee, (2009), the effect of intrinsic motivation gives a strong influence on satisfaction. Four indicators of intrinsic motivation are knowledge, a skill/ competency, relationships/ social cohesion, and feeling the sensation of stimulation. In diving tours, knowledge motivation or a desire to get new things is the primary motivation for tourists to dive in Bali. This study also reinforces the results of Esichaikul (2012; Aziz and Arifin, 2009), the determination of the behavior of tourists who visit tourist destinations analyzed by individual behavior through motivation and satisfaction accepted in these destinations. Schuler et al (2010), Lee and Liu (2009) focuses on sub-competency particularly internal competencies to contribute to the satisfaction level of the individual.

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This finding is contrary to the findings of Yoon and Uysal (2005) who

find the intrinsic motivation has a significant direct effect on loyalty. Loyalty of tourists influenced by strong encouragement has no effect on the absence of services that make people reach their goal, satisfaction. Similarly Coreaia et al (2007) point out that tourists’ intrinsic motivation has no significant effect on their intention to visit back. Travellers wanting to go again to a tourist destination need stimuli to get away from their routines. But on the other hand, this study supports the results of research Lee (2009) and Kim et al (2003) who claim that the influence of external motivation cannot be ignored, and equally important is the influence in determining the satisfaction of tourists who travel. The importance of understanding tourist destination from an advertisement, information from friends and also the activities that must be followed in traveling is common in the tourism business. For travellers who have extrinsic motivation, it is important to do it rationally by carefully determining the choice of destination and the aim of travel, more likely that they will feel very satisfied. This research study has denied Stiglbauer et al (2011) and Duck (2009) who claim that motivation occurs a positive effect on confidence, if the effect of extrinsic motivation is low then it will also give lower effect on confidence, and vice versa. However, travelers who have high levels of extrinsic motivation have no direct effects on the trust of tourists.

In the context of the influence of satisfaction on loyalty and trust these findings support the concept of relationship marketing (Berry, 1995) which states that customer satisfaction is very important but developing a relationship is based on the structure of long-term benefits and the bond between service providers and tourists more important. One relationship marketing variables that play an important role in building loyalty rating is trust. To corroborate these findings, it is supported also by the study (Yen, et al, 2004; Franco, 2009; Walter, et al (1999) who finds satisfaction has a direct impact on the confidence of tourists. The findings also support the research Vallee, et al, 2006, which found that the satisfaction rating is one of the contributions of loyalty rating. for the study's findings emphasized on the loyalty of the actual, that tourists who have come, even up to 3 times already been to Bali. satisfaction received during the experience of diving into a reason to re-do diving although the local diving spots are different. These results also support hasi study of Dmitrovic, et al (2009), Baker and Crompton, (2000); Foster, (2000); Gnoth, et al (2006); Hui, Wan and Ho, (2007); Yuksel and Yuksel, (2007); Jang and Feng (2007); Um, Chon and Ro, (2006; Dick and Basu, (1994); Deng, et al (2010); Yoon and Uysal (2005); Forgas Coll, et al (2012); Kim, et al (2009), that tourist satisfaction significantly influence destination loyalty. In the decision-making theory assumes that consumers in deciding their consumption choices are rational, so expect a satisfaction to meet their needs. With positive emotions produce good satisfaction and loyalty to the service provider (Sierra and McQuitty, 2005). The study also reinforces

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the finding Salegna and Goodwin (2005); Martinez and Guillen, (2006); Taleghani, et al (2011); Alegre, and Juaneda, (2006) reveals there is the influence of satisfaction received by consumers during the purchase will result in increased loyalty to the service provider wants dilayanani back by the same provider.

The developed model also indicates conformity with Sirdesmukh, Singh and Sabol (2002); Chauduri and Holbrook (2001); Lin and Lu (2010), trust is an important antecedent to be considered in addition to the value of existing destinations. Trust serves as an essential element for the success of a relationship. Without trust, a relationship will not survive in the long term. In the theory of relationship marketing (Berry, 1995), it emphasizes efforts to retain customers in order to remain faithful to the destinations visited by paying attention to the satisfaction and trust (Morgan and Hunt, 1994). These findings support the findings of Careres and Paparoidamins (2007) and Franco (2009). Trust is antecedent for service loyalty. In a long-term relationship, the importance of tourists’ trust serves as a capital to sustain traveler’s intention to return. These results prove the theory of relationship marketing (Morgan and Hunt, 1994). Furthermore, this study supports the study of Chow and Holden (1997) who claim that trust becomes the basic expectations of travelers consisting of elements of honesty and reliability or competence to determine the attitude of tourists in the future. This study adds indicators of integrity and security of diving destinations as a part that needs to be built in the minds of travelers (Lau and Lee, 1999). While in the case of this model also proves the research of Sierra and McQuitty (2005) that the higher the level of service will affect the emotional loyalty of individuals to a product. Likewise, Javalgi and Moberg (1997) reveal the implications of the service provider which will have an impact on service loyalty. These findings at the same time prove the concept of Salegna and Goodwin (2005) and Al-alak et al (2012), those travelers loyal to the service provider will be loyal to the products. The service provider mediates the relationship between trusts that is built in the tourists’ mind to the diving product in Bali. Service providers reinforce the emergence of tourists’ trust in choosing diving as the major activity in Bali.

The satisfaction of tourists has the largest total effect, that is, 0.687 over product loyalty. This means that product loyalty of tourists is dominantly influenced by satisfaction during the tour. For the lowest value, it is indicated on the total effect of trust on loyalty (0.257). In addition, the result of all elements of the service provided by the provider is satisfaction. Overall these findings serve as strengthening consumer behavior theory (Solomon, 1996; Swarbrooke & Horner, 2008; Mathieson and Wall, 1982), satisfaction received by tourists is the process of exchanging perceived as a gift. Likewise, travellers’ satisfaction also serves as an achievement received by the provider. It is confirmed that the travelers who get satisfaction arising from a strong impetus from within themselves serves as a stimulus to do diving in Bali and to them it

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will be even greater to repeat the same activities in the future or to provide recommendations to other people to make a visit to Bali. Satisfaction factors become intrinsic factors which is a gift of destinations during the visit. Intrinsic factor is a drive to improve the knowledge, diving skills, relationships with others, and feeling happy to do these activities voluntarily. The four motives are linked to self-determination theory which states that a strong motivation will affect tourist satisfaction. Travelers before reaching the highest motivation must meet the lower needs. Motivation accumulated into a requirement that encourage travelers to do something appropriate to the motive which ultimately affect the traveler behavior (McIntosh, et al 2006). When the reaction gives optimum satisfaction, the same behavior will be repeated in the future in similar situations and services. MANAGERIAL IMPLICATION

Providers have seen the normal conditions the Bali tourism industry today and have been able to provide optimal services with added value. Bali must have the facilities to compete in various tourism businesses. Good loyalty program is a program that always prioritizes the customers’ needs and has a constant progression to listen to guests' wishes and be better prepared to help them. Travellers who already have a membership or diving certificates can be coordinated with a variety of events or international activities that are more concerned with environmental sustainability. Conservation programs and environmental protection efforts become part of imaging that should be part of business to keep commitments to travellers. Tourists who have loyalty but had not made a visit in a certain time, then this group can quickly recommend Bali diving products to others.

In the context of promoting diving tourism, it is necessary to bring the important factors that can control or inhibit tourists to come, especially the ability or skill to dive and pricing. This factor must be managed so that market share can be expanded. It is also important to consider the natural or environmental factors as efforts to improve the image of eco-conscious tourism. Attributes like this should be delivered to the target market clearly and easily. This attribute of diving tourism must be effectively communicated to the target market. Different diving tourism packages are designed to suit different budgets, time constraints, as well as different levels of physical ability of the tourists. In terms of marketing, this strategy is called product differentiation strategy of diving tours. Adjustments should really pay attention to the level of ability to market and product availability. The customized travel packages will lead to increased satisfaction, and this will impact on repeat visits of travellers and recommend them to others.

These findings theoretically produce a test model of the effect of motivation on the loyalty of the product on the market of diving tours. The

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more meaningful findings constitute the development of the theory of relationship marketing and consumer behavior. The motivation tested does not have a direct relationship with loyalty but must obtain additional effects of satisfaction and trust. Theoretically, findings stating motivation which has an effect on loyalty need to be tested again on tourists who have different types (Yoon and Uysal, 2005). Travellers who are loyal to the service providers will increase their loyalty to the diving tourism products. When the motivation is seen as intrinsic factors that influence the loyalty of tourists in a holistic and integrated way, thus; this research is something new. When there is a satisfaction effect, then, the service loyalty has a positive role on product loyalty. The insignificance of the intrinsic motivation influence result with product loyalty and extrinsic motivation with trust is in line with other studies, so that the value of intrinsic and extrinsic motivation to estimate their influence on product loyalty and trust need to be investigated further by examining the factors that contribute strongly to forming these motivations. This study identifies a new variable as an antecedent of loyalty: trust. At tourism that has high risk, trust also becomes an important mediation by paying attention to security that becomes one of the indicators that build trust of tourists. Good trust from the tourists will build travellers’ loyalty to the provider or diving product in Bali.

The implications of the development of profiles and travellers’ behavior are the development of travel packages that include establishing tourist access zones based on the segment profile. Different tour packages can be arranged by motivation, and the nature of the desired experience. Diving objects can provide zoning for conservation of marine resources. Professional travellers can be allowed to deeper areas for experiences and challenges, while tourists who fun dive should be allowed only in the buffer zone, but with adequate facilities. Different pricing strategies can be used for different segments.

Overall, the important implications of this research is that the provider and the government as a provider of diving tours in Bali should focus on efforts to foster intrinsic motivation through loyalty programs by relying on enhancing the visitors' experience with the quality tourism product and service are of high integrity so as to increase the satisfaction and trust of travellers who have been diving in Bali. These variables have been empirically proven as an important determinant for the development of long-term relationships between tourists and destinations. Tourists’ loyalty to the provider in Bali will increase product loyalty, to that end; the government should pay attention to it and tighten up the development of the existing provider. The quality of diving will be determined by the service and provider, to keep these things can be done by applying a clear standard of service and price in line with the international standard. Policies in anticipating the negative effects of provider developments which too much impact on the quality of service and quality of

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diving product today. Government together with service providers builds relationships with tourists through international activities. LIMITATION AND FUTURE RESEARCH

The model built showed the influence of motivation, satisfaction, trust, and loyalty. However, there are several limitations to this study which need to be improved in the future. Respondents in this study are not differentiated based on frequency of visits (repeaters and not repeaters) and not differentiated on the basis of domestic and foreign tourists, so it cannot make a difference of motivational power of each group of tourists, especially the relationship of intrinsic motivation and loyalty to the diving product in Bali. Limited support for theory and research results on the effect of service loyalty on product loyalty, so that the indicators used still dominantly referred to the service loyalty of a product not services. Measurement of loyalty was only seen on the target object, i.e. product loyalty and loyalty with behavioral approaches. For that, there are some important things to do for further research by measuring the cognitive, affective, and conative loyalty of travelers who travel with other special interests. Future research should distinguish between domestic and foreign tourists in order to know the market tendencies loyal to the diving product in Bali. In addition, future research should pay attention to perceived risk as a variable that needs to be tested in affecting the trust of tourists. References 1. Al-alak, Basheer Abbas and EL-refae, Ghaleb Awad. 2012. The

Relationships Between Service Quality, Satisfaction, and Behavioral Intentions of Malaysian Spa Center Customers. International Journal of Business and Social Science Vol. 3 No. 1. pp. 198-205.

2. Alegre, J., and Cladera, M. 2009. Analysis the Effect of Satisfaction and Previous Intentions to Return. European Journal of Marketing. Vol. 43. No 5/6, pp 670-685.

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