African Journal of Hospitality, Tourism and Leisure (Nov 2019)
The effect of TOURQUAL dimensions on behavioral intentions to revisit Pandawa Beach, Bali, Indonesia
Abstract
When discussing Indonesian tourism, Bali Island is always viewed as the most popular tourist destination. Foreign tourists dominated the arrivals during 2019 -thus far- that consisted of foreign tourists from China (23.17%), Australia (18.34%), India (6.02%), followed by Japan (4.33&), America (4.27%), England (4.24%), Russia (3.00%), Malaysia (2.97%), South Korea (2.93%), and Germany (2.60%). According to the tourism visiting data in Indonesia, from April 2018 to April 2019, the highest tourist visits were from China, from 121.840 to 94.202 visits, followed by Australia, from 91.007 to 90.265 visits, and India, from 31.158 to 25.438 visits. One of the most famous beaches in Bali Province is Pandawa Beach. The management of Pandawa Beach is continuously improving its product quality by building many supporting facilities. The management will not only open visiting hours during the daytime but are also extending these to night-time to increase the number of visits. The management team has cooperated with several investors to build hotels near Pandawa Beach. At present, there is only one hotel with a capacity of 120 rooms located near the entrance of Pandawa Beach. The other three hotels are still under construction. About 90% of visitors of Pandawa Beach are domestic tourists. This study aims to determine the partial and simultaneous effects of Tourqual dimensions on behavioral intentions to revisit Pandawa Beach. This study followed an explanatory research approach aimed at explaining the causal relationship among the research variables through hypothesis testing. The population comprised all tourists who have visited Pandawa Beach. The sample size consisted of 75 samples. Data were analyzed using multiple linear regression analysis. The results of the study show the Tourqual dimensions have a significant partial and simultaneous effect on behavioral intention to revisit Pandawa Beach Bali Indonesia.
