STUDY OF CHARACTERISTICS AND MOTIVATION OF CHINA AND JAPANESE TOURISTS VISITING BALI
I Made Sendra1, Oka Karini2 dan Ni Luh Supadmi3
1 Tourism Faculty Udayana University
2Faculty of Tourism, Udayana University
3Faculty of Economic and Business, Udayana University [email protected]
Abstract Abstract
This study aims to determine the characteristics and motivation of Japanese and Chinese tourists visiting Bali. Based on the analysis of literary studies and empirical studies, Japanese and Chinese tourists have similarities in particular from the purpose of their tour. They have a culture of traveling abroad. Through traveling they take a good advantage i.e. the benefits for personal life and also the benefit for organization and social value. Based on the structure of age, the generating of tourists from these two countries is a combination of millennial and baby boomers aged 16 to 55 years (90%). Only a few of them are older than 55 years (10%).
Tourists from these two countries have education levels ranging from junior high to doctorate education. Their jobs are students, managers and housewives. The frequency of visits, tourists from these two countries were those who came first time, namely Chinese tourists (64%) and Japanese tourists (17%). Tourists from these two countries have the highest percentage of stay was 3 days. The main motivation was vacation such as visiting beach. Furthermore, there were some tourists who like visiting mountains, rivers and hot spring and other tourist attraction in Bali.
Keywords: study, characteristic, motivation, tourist, visiting, Bali
BACKGROUND
Based on statistics of foreign tourist arrival in Bali in 2017, there has been a change in the number of tourists visiting Bali. Accordingly, Australian tourist who formerly was the 1strank being replaced by Chinese tourists and Australian to be the 2nd rank.
On the contrary, Japanese tourists who was previously the 3rd rank shifted to the 4th rank was replaced by India tourists. This phenomenon is very interesting to be
explored to find out the reason from the perspective of motivation, satisfaction and their intention to behave. Based on the psychography Chinese and Japanese tourists who have psycho-centric characteristics mean that they are looking for familiar tourist destinations that are similar to the atmosphere of their own countries.
Therefore, Chinese tourists usually have a preference to eat at Chinese restaurants, shopping at the art shop owned by Chinese businessmen, stay at hotels being decorated in Chinese style, serviced using Mandarin language. Similarly, the Japanese tourists have preference to eat at Japanese restaurants, stay in hotels managed by Japanese management, and service using Japanese language.
The island of Bali is one of the favorite preference for Chinese tourists. The number of Chinese tourists visiting Bali increased from 2013 to 2017. The percentage of Chinese tourists visiting per year from the total number of foreign tourist visits to Bali are as follows. In 2013 the percentage was (11,82) from the total numbers of foreign visit (3,278,598);in 2014 was 15.57% of the total visits(3,766,638); in 2015 was 17.20%of the total visits (4,001,835); in 2016 was 20.11% of the total visits (4,927,937) and in 2017 was 24.32% of the total tourist visits(5,345,421) , while the Japanese tourists was also increasing but not significant compared to Chinese tourists visiting Bali (Bali Province Tourism Office, 2006, 2014;Denpasar Government Tourism Office, 2016).
The number of tourist visits is used as a standard of the successful developing of tourism sector in Indonesia. The tourism industry could support increasing of foreign exchange from the non-oil and gas sector. Therefore, the Indonesian Ministry of Tourism issued a policy to reach the target of inbound tourist to Indonesia by 20 million in the year 2020. One of its policies was visa-free visiting given to 30 countries in the world. Due to this policy, the Minister of Tourism had successfully to achieve the target 15 million tourists visiting Indonesia in 2017, and 20 million tourist will visit Indonesia in 2020.
One effort is conducted to increase the foreign tourist arrival in Indonesia through understanding the motivation that become push factor of tourist visiting destination as well as pull factor being belonged by destination. Research about tourist arrival in
Bali was carried out by Suradnya (2016); Suryawan and Suryawardani (2017)who explained that there are eight external motivation attracting tourists visiting Bali, such as (a) the reasonable tourist`s product price; (b) culture and its manifestation; (c) beach and its attraction; (d) confortable tourism atmosphere; (e) the opportunities for recreation; (f) image; (g) natural beauty.
The desire of tourists to revisit is not only because of motivation (intrinsic factors), but also extrinsic factors such as images that are supported by a service and services provided. Sudiarta (2013) states that there are positive correlation between the satisfaction with the intention to revisit to a destination. The more satisfy of visitors, the higher the desire to revisit. Conversely, the dissatisfaction of tourists dampen the desire to revisit and even impact negative recommendation. This paper will discuss the motivation and the characteristic of Asian tourists especially China and Japan to visit Bali.
MATERIALS AND METHODS
Research is carried out at some tourist attractions in Bali, so that they represent places that was visited by tourists in Bali. Tourist attractions that will be chosen are Uluwatu, Tanah Lot, Ubud, Kintamani and Nusa Penida.
The types of data is divided into two such as (1) qualitative data is data being in the form of information such as demographic aspects of tourists; education, gender and others; (2) quantitative data is data in the form of numbers, such as number of samples, number of tourists; while the sources of data include (1) primary data is data obtained directly from the results of surveys, interviews and questionnaires distributed to tourists; (2) secondary data, namely data obtained from indirect sources, such as data from the Bali Provincial Statistics Agency, data from the Bali Provincial Tourism Office as well as literature books, research results.
The research instrument is a tool used to collect information in the form of questionnaires and interview guidelines. Questionnaires will be given to tourists visiting the tourist attraction in Bali and interview guidelines as well.
The population in this research was foreign tourists from Japan and China who visited Bali. Samples were taken using quota sampling as many as 100 tourists who
were at least 27 years old. The number of samples as much as 100 is considered as a large sample and represents the population (Malhotra, 2002: 349; Sugiyono,2013: 91).
Data will be analyzed using descriptive analysis describes Japanese and Chinese tourists from demographic, motivation, characteristics
RESULTS
Japan’s Tourism Out-Bound Growth
Outbound tourist growth in Japan is driven by disposable income, leisure time, decreased of plane ticket prices, and yen exchange rates. In 1974 around two million Japanese tourists conducted outbound tour (Carlile 1996; NZTP1986; Tokuhisa in Watkin, 2006: 27 ).By1980s, the Japanese government changed its policy of actively encouraging outbound tourism with the main goal of balancing Japan's trade balance surplus and promoting the better international relations through its citizens' trips abroad. In 2000, Japan became the main tourist generating country in the world.
Although Japan experienced the growth of the aging population, the outbound tourist is expected to continue to grow, but slower than the previous ten years (Sakai, et. al., in Watakin, 2006: 27). In 1987 the Japanese government announced that, "by 1992, ten million Japanese tourists would conduct an outbound tour" and this target was reached one year earlier than the previous plan, thus placing Japan as the third ranked country whose citizens traveled abroad (Cha, et .al., in Watkin, 2006: .27). The Japanese government also plans the 21st century tourism multiplier effect program which aims to improve understanding between Japan and other countries through the promotion of inbound tourism and outbound tourism
Japan is known as a country with more outbound tourists. Based on data released by the Minister of Foreign Affairs, in 2004, around 3.7 million Japanese tourists traveled to America including 1.5 million went to Hawaii and 906,000 to Guam. Furthermore traveling to China (3.3 million), Korea (2.4 million), Thailand (1.2 million), Hong Kong (1.1 million) and Taiwan (887,000) as popular destinations for Japanese tourists. In 2014 Japanese tourists visited Southeast Asia were 3.5 million (around 20%) of total outbound tourism in Japan. The Asian countries visited by Japanese tourists in 2004, such as Thailand (1.2 million); Singapore(599,000); Indonesia
(575,000); Philippines (382,000); Malaysia (301,000); and Vietnam (267,000) (Yamashita, 2006: 2).
China's Tourism Out-Bound Growth
Along with sustainable economic reforms, national income and per capita income of Chinese society has increased very rapidly (Peng, 2013). In addition, the development of tourism in the People's Republic of China is also supported by the existence of policies regarding official holidays and vacation systems for employees, which has made traveling as a part of the Chinese people's lifestyle. According to the 2014 China Statistical Yearbook, in 2013, the population of the People's Republic of China had reached 1,360.72 million people. As the country with the largest population in the world, China can be considered as the biggest tourist market in the world. The countries that become the preference of Chinese tourists to be visited had created China as a potential emerging tourism market. In some Asian countries, such as Indonesia has made China to be the most generating inbound-tourism market in Indonesia.
The study showed that the average of annual growth of Chinese outbound tourists in 2004 to 2013 was 14.74%, with the number of outbound Chinese tourists from 2010untill 2013 as follows (a) in 2010(57,390,000 trips), (b) in 2011 (70,250,000 trips), (c) in 2012 (83,180,000 trips), and in 2013 (98,190,000 trips). The World Tourism Organization (WTO) predicts that the Chinese market to be the largest market with around 100 million tourists out-bound by 2020. Approximately more than 7% of the total world tourists visit is contributed by the Chinese market, so that China is becoming a potential market in the world (WTO, 2006).Outbound tourist China generally comes from the middle-income class families to the upper of the middle economic classes and entrepreneurs.
In 2002, China ranked the 7th in the highest number of overseas trips. The total amount of expenditure by Chinese tourists reached US $ 15.4 billion, or around 10.7% increased compared to 2001 (WTO, 2006). According to the data from the China outbound tourism development (2013), the percentage of Chinese tourists who spent more than 5,000 Yuan on outbound tourism trips was lower in 2012 than in
2011. The highest expenditure for shopping was 34.1%, followed by expenditures for transportation 21.6% (King, et.al., 2006). The top ten Chinese tourist destinations are Hong Kong, Macau, South Korea, Thailand, Taiwan, Singapore, USA, Japan, Vietnam and Malaysia (Grant, 2013). According to data from the UNWTO (United Nations World Tourism Organization), Chinese tourists ranked 7th in the highest number of spending in 2015 and in 2012 ranked 1st with a total of US $ 102 billion (Cripps, 2013).
Travel Motivation Japanese Tourists
Motivation of Japanese tourists to do out-bound tour is a push-factor for traveling, including: relaxation, learning, adventure, family, travel bragging, and sports (sports).
Japanese tourists want to get new knowledge and enjoy adventure. In tourism brochures promoting themes that can attract Japanese tourists, such as experiencing and discovery are experiencing the vibrations of feelings, mingling with local communities (tokekomu 溶け込む), freeing themselves from fatigue and burdens.
work that requires concentration of mind (majime真面目), the stress experienced by carrying out orders from superiors in the company or office, freeing themselves from restraints and restrictions from Japanese traditional and cultural traditions. Japanese tourists can self-actualize through enjoy-yourself, play (asobu遊ぶ), no-load / light- hearted (kigaru気軽), rest quietly (yukkuriゆっくり), relax (nombiriのんびり), use time freely, enjoy the fun of traveling (yuttari 行 っ た り), enjoying calm and tranquility of the heart (ochitsuita落ち付いた) and free time (yutoriゆとり)(Cha, McCleary and Uysal`s, 1995).
Furthermore, Nishiyama (1996)said that that intrinsic motivation is a driving factor for Japanese tourists to engage in out-bound travel, including: freeing themselves from population density and lack of green open spaces, parks and sports facilities, so that they go out to find open space and natural beauty. Another motivation is out- bound Japanese tourists to strengthen family ties (enhancement of kinship relationship), prestige (prestige), finding new things (novelty), escape from the
routine, relaxation and hobby(Woodside and Jacobs, 1985; Yuan and McDonald, 1990).
There are the five main motivations (push factors) of Japanese tourists out-bound tour such as (1) looking for new places that have never been visited (novelty place); (2) pleasure (entertainment / performance) ; (3) breaking away from busyness; (4) relaxation; (5) elevating knowledge (You et., al, 2000). Kim,S.S., et.al., (2005) analyzed about the motivation of Japanese tourists compared to Anglo-Americans.
He concluded that Japanese tourists have collectivity characteristics, while American tourists are individual characteristic however the young Japanese tourists tend to be individual. There are seven motivations for Japanese tourists to engage in out-bound to Scotland such as novelty; escape; prestige; relaxation; understanding of culture and experience, self-development, and benefits for future careers. Heung, Qu and Chu`s (2001), mentioned that the characteristics of Japanese tourists traveling to Hong Kong i.e. shopping and culinary tours, exploration (adventure, entertainment, and new things), attractions and seasons, cosmopolitan cities, realize your dreams (visit new destinations).
Travel Motivation of Chinese Tourists
Iso-Ahola (1982), states that travel motivation is caused by internal motivation that can provide answers to the reasons for traveling, types of experience expected, selection of destination places, and activities to be carried out during the trip. The pull-factor is a force that can influence a person's decision about a destination chosen according to the characteristics and attributes of the destination, such as beaches, natural attractions, historical and cultural attractions, interesting tourist activities, events, prices of products and services. Push-factor also influences tourist decisions relate to travel destinations, such as relaxation, adventure (adventure), prestige, body freshness, fitness and health, and social interaction (social interaction).
Kozak (2002) examined the motivation of Chinese tourists to South Korea for psychological needs, namely to escape from psychological distress due to workload, break away from the mundane environment, seek cultural experience, social interaction, achievement (prestige), and finding novelty. Cultural experience and
finding new things (novelty) is a strong reason for outbound tours of Chinese tourists traveling in groups. The pull-factor that is most influential on the decision of Chinese tourists to choose destinations, such as the quality of accommodation`s facilities, the quality of service, ease of travel planning, shopping paradise, and the quality of local transportation. In addition, demographic variables such as gender, status, education and employment also influence travel decisions.
Hong Kong is a favorite place for Chinese tourists for shopping. Chen and Jianjun (1999) stated that shopping is the main purpose for certain destinations such as Hong Kong. Furthermore, Gou, et. al., (2011) in his research revealed that there are three driving factors for shopping destinations such as (a) scarcity; (b) the suitability of the prices of goods in China and Hong Kong; (c) and convenience in payment, as well as product quality and brand. Therefore, they will shop in supermarket or specialty shop having famous brands (brand shop). In addition, Chinese tourists visiting Hong Kong are mostly young people who are highly educated, the decision to travel is decided by themselves or based on advice from their family or friends.
Based on the research conducted by DalinaAmonhaemanon and Lalita Amornhaymanon (2014), the motivation of Chinesetourists visits to Thailand shows that the push-factors and pull factors are very important in decision making for destination selection such as destination images and destination attributes. The ranks of push-factors that motivate Chinese tourists traveling to Thailand such as (1) beaches and natural attractions; (2) cultural festivals and events; (3) the exchange rate of Yuan; (4) historical sites and religious worship; (5) price level of goods and expenses; (6) shopping opportunities; (7) quality of accommodation; (8) quality of service; (9) the warmth and hospitality of the indigenous people; (10) restaurants and local food; (11) entertainment and nightlife; (12) accessibility; (13) tourist activities;
(14) transportation and infrastructure; (15) airport facilities; (16) sports and adventure.
While the pulling factors that motivate Chinese tourists to choose Thailand such as (1) tourism information center; (2) cleanliness; (3) security and safety; and (4) souvenirs. From the 20 attributes of push-factors and pull-factors of Chinese tourists to Thailand, there are five main dimensions that influence them to make decisions to
choose Thailand, such as (1) natural beauty and beaches; (2) cultural festivals and events; (3) Chinese` Yuan exchange rate toward Thai`s Bat; (4) historical sites and Buddhist worship, (5) the prices of goods and expenditures in tourist destinations.
Meanwhile the three pull-factors in the destination being also affect are the availability of information from the tourist information center, cleanliness and safety and security.
Characteristics of Japanese Tourists Visiting Bali
The number of Japanese tourist visits to Bali in the last five years (1992-1996) was fluctuations i.e. in 1992 (164,538); in 1993 (173,894); in 1994 (211,000); but in 1995 it decreased (112,227); and in 1996 it increased (164,445 people). The majority of Japanese tourist visits to Bali aged 20-29 years (52.1%). Meanwhile, the tourist aged 30-39 (20.2%). The number of Japanese tourists visiting Bali was dominated by young tourists.
From the gender of Japanese tourists visiting Bali in 1995 when the booming Japanese tourists visited Bali, the highest number was female tourists totaling 52.8%.
From the background of the employment of Japanese tourists visiting Bali was employees (34%). The number of Japanese tourists being students was 19.4%, while the majority of students were visiting Bali for vacation (91%). Other motivations, such as visiting family and friends (0.6%) and this fact showed that in 1996 Japanese families were found in Bali through the process of intermarriage.
Based on the results of the 2017 field survey of 100 respondents showed that the female tourist visits to Bali still dominated around 60% (57 peoples), while male tourists were around 40% (38 peoples). Characteristics of Japanese tourists based on age was dominated by tourists with the range of age over 40 years was 50% (48 people), the percentage of age range 24-30 years was 23% (22 people), the percentage of age range 31-40 years was 23% (21 people ), and the age range 15-20 years was 4.2% (4 people). Meanwhile, the characteristics of Japanese tourists based on occupation was dominated by private employees 39% (35 people), the percentage of other occupation 35% (34 people). On the other hand, the percentage of students was 20% (19 people), and government employees percentage was 5.2% (5 people).
The characteristics of tourists based on the education background was dominated by bachelor 71.5% (68 people), post-graduate was 20% (19 people), the high school was 8.4% (5 people). The characteristics of Japanese tourists based on the travel descriptor dominated by pleasure and leasure trips was 91.5% (87 people), for business was 4.2% (4 people), meeting with friends and family was about 4.2% (4 people) (Valentino: 2017).
The main attraction attracting them to visit Bali was natural beauty (42.9%); and Balinese culture(22.9%). Based on the trip descriptor they came to Bali in group (59.4%); and individually (39.4%). In term of where they stayed during their staying in Bali, most of them stayed in star hotels (61.1%), non-stars hotel (24.9%), home stay (3.6%); and live with relatives (1.2%). Based on the results of a study conducted in 1996 of 165 Japanese tourists, it showed that the length of stay of Japanese tourists in Bali is 6.2 days. The average expenditure of Japanese tourists during their stay in Bali was 39.80 US dollars per day. Concerning the impression image of Japanese tourists to Bali said it was good (75,1 %). It was approximately (76%) of Japanese tourists came to Bali for the first time. In other words, around 20% of Japanese tourists visit Bali for the second or third time. This showed the fact that one of fiveJapanese tourists made revisit to Bali. Japanese tourist get information about Bali from magazines and brochures (54%) and they came to Bali with their friends (48%).
Furthermore, 64% of Japanese tourists thought that attractive tourism objects in Bali was natural landscapes and they were very interested in coming to Bali again (68%).
(Sendra, 2001: 20).
One characteristic of Japanese tourists was the active involvement of Japanese female tourists being age 20 years old until 30 years old in various tourism activities in Bali.
They occupied around 50% of all Japanese female tourists who conducted out bound travelling (Yamashita, 2006: 4). As for Japanese female tourists, Bali has a special appeal. Japanese women's magazines published Bali as a special attraction to be a place for healing (iyashi). The practice of healing has been carried out in Japan since the Edo period (1600-1868). Japan has a tradition to elevate health by bathing in hot spring (onzen). The tradition of visiting hot springs near the mountains is a pull-factor
for the domestic tourism market in Japan, because Japan is very rich in natural resources of mountain hot springs. One of the pull factor for Japanese tourists to travel to Bali was to recover physical mental spiritual and mind due to workaholic culture.
As for Japanese female tourist, Bali is not only as a body and mental spiritual healing destination, but also as a romantic destination especially for those who are interested in engaging love with local people as in Ubud to conduct mixed married. This is a sociological impact as a result of the sex appealing possessed by Balinese men.
Basically the image of Japanese tourists towards Balinese are an artists, friendly, very strongly bound and oriented to culture, religion, and togetherness, dynamic and flexible, the patrilineal family as same as the Japanese family. The intrinsic motivation belonged to Japanese women to marry with young Balinese men was due to the bio-psycho-socio-cultural needs. The couples need sexual satisfaction as the biological dimension of marriage, also because of the urge to feel safe, love and passion as a dimension of psychology in marriage. The special motivation of Balinese-Japanese intermarriage was stated by Kean (1973), stated that, "the motivation of Balinese people to marry foreign tourists due the motivation of money and social prestige. Motivation of social prestige is a reflexing of the socio-cultural tradition of the Balinese as a multi-clan and caste society. This social prestige is manifested in a new format, where the status of tourists has a high position due to the image of Japanese tourist among Balinese people. This social prestige is also a manifestation of the patrilineal system in Balinese society. Many Japanese tourists decided to marry Balinese men establishing Japanese-Balinese mixed marriages. The increasing numbers of Japanese-Balinese mixed marriages as a result of the booming Japanese tourist visits to since 1995. After marriage they mostly remain in Bali and female partners work in the tourism sector, such as hotels, restaurants, travel agents, arts shops, and some of them with their husbands managing homestays in Ubud(Yamashita, 2006: 5; I Made Sendra, 2010; Geriya, 2002).
DISCUSSIONS
Characteristics of the Japanese and the Chinese Tourists Visiting Bali
According to Petersen (2009) stated that, physical attributes such as security, natural beauty, facilities etc belonged to Bali became the pull-factor to visit Bali. Bali has a lot of destination attributes, such as the uniqueness of cultural heritage, natural beauty, hospitality of indigenous people, local wisdom of “tri hitakarana” (three pillar of sustainability) for protecting of tourism resources (nature, culture and tradition) through maintaining a harmonious relationship among humans, nature and God.
Table 1 The Characteristic of Japanese and Chinese Tourist Visiting Bali
Items Tourist Generating Region
Japanese (%) Chinese (%) Sex
Male Female
46 27
20 38 Ages (years old)
16-25 26-55
>56
14 56 30
24 76 0 Education Back Ground
Junior High Scholl Senior High Scholl Diploma
Bachelor Master Doctor
2 22 13 8 4 1
0 0 52 44 4 0 Occupation
Students Employees Manager Businessman Household wives
14 36 10 10 30
20 8 52
8 12
(Source: Field Research 2018)
Based on questioners that has distributed among the Japanese and Chinese tourist express that most of Japanese tourist were male (27%); Chinese tourist were also male (38%). Based on ages the Japanese tourists being age 26-55 years old was 56%, meanwhile the Chinese tourist (76%). It mean that the Japanese and Chinese tourist traveling to Bali have the same structure of age i.e. the productive age. Even though, they have the same structure of age, the percentage of Japanese tourist being more than 56 years old was quite high (30%). It means that Bali has a good prospect to develop as brown hair tourist destination since Japan is famous with the graying society.
Based on education the Japanese tourists has education background Senior high school (22%), diploma (13%); meanwhile Chinese tourists has education background diploma (52%) and bachelor (44%). It means that the education background of Chinese tourists were higher than Japanese tourists which will influence the decision to make preference on tourism activities and motivation as the following table. Based on the occupation show that the highest numbers of Japanese tourists were employees (36%), and household wives (30%), meanwhile the Chinese tourists were manager (52%), and students (20%). It means that the higher the education is the the more needs travelling due to the incentive travelling given by the company.
The Motivation of Asia Tourist Visiting Bali
The motivation in tourism divided in two categories to explains why people going on holidays i.e. intrinsic motivation (push factors) and extrinsic motivation (pull factors) (Crompton, 1979; Dann, 1977; Pearce, 1982; Iso-Ahola,1982). There are some indicators to motivate tourist going on Holidays in Thailand such as (1) new experience; (2) traditional culinary; (3) relaxation; (4) learning new culture; (5) learning something new; (6) traditional market; (7) escape from daily routine; (8) adventure; (9) the weather; (10) enjoy the activities.
The motivation of Japanese and Chinese tourists coming to Bali is explained based on the data as the following table.
Table 2 The Motivation of Japanese and Chinese Tourist To Bali
Items Tourists
Japanese (%) Chinese (%) The Frequency of
Visit 1st time 2nd-3rd 4th-5th 6th-7th
>7th
34 24
2 2 19
64 14 10 12 0 The Length of Stays
1-3 4-6 7-9 10-12
>13
56 6 16 10 12
42 34 18 6 0 The Place of Staying
Star Hotel Melati Hotel Cottages Villa
Family`s House
20 30 28 6 16
46 0 30 16 8 Dining Places
Hotel`s restaurant Outside hotel Fast Food
28 28 34
36 38 18
Cafe / Pub 10 8
Shopping Places Gift Shop
Gallery Bookshop Jewelry Shop
26 30 40 4
74 6 14
6
Tourist Interesting Places
Beach Mountain River Waterfall Hot spring
32 30 4 6 28
58 16 8 8 10 The Purpose of Visit
Holidays
Religious/Spiritual Education/Research Beach
60 10 6 6
76 4 0 8 (Sorce: Field Research, 2018)
Based on the above table shows that the frequency of the first timer visiting Bali is highest i. e. Japanese (34%) and Chinese (64%).By comparing the most frequencies Chinese and Japanese tourist shows that Chinese tourist more loyal than Japanese tourist so that in 2017 the Chinese tourist become the first rank that means Chinese market to be the “New Generating Tourism Market” in Bali; so do the Japanese tourists have a good loyalty making Bali to be :the Spiritual Homeland” (Yamashita, 2006).
According to the length of stay 1-3 days, not only Japanese tourist show the higest percentage (56%) but also Chinese tourist (46%). From the comparing data conclude that Japanese and Chinese tourist who have psychocentric characteristic are preference to visit Asia countries which have the same characteristic in heritage, the way of life, amenities, tourist attraction etc making them comfortable to visit to become intrinsic motivation (push factors) and extrinsic motivation (pull factors).
Japanese and Chinese tourist have tradition of ancestors worship, the Barong Sai Dance, Shishimai Dance which the same with Balinese culture (Barong Dance). The Japanese tourist are imaging Bali as the island of god (Kamigami no Shima) and the
“Spiritual Homeland”.
Based on the place of staying, most of the Japanese tourist stayed at Melati hotel (30%), meanwhile the Chinese tourist stayed standard star hotel (46%). Comparing those data shows that Japanese tourist preferences to choose low cost budget hotel due to the influence of the demographic structure of population in Japan as the graying society to the income per capita of Japanese society. Meanwhile, the country of the People`s Republic of Chinese recently become the new emerging countries in Asia as the developed industrial countries.
Based on the dining places show that the Japanese tourist have preference to have meal at fast food restaurant (34 %), contrary to the Chinese tourist who preferred to have meal at the restaurant outside hotel (38%). These data show that Japanese tourist more preference to have meal at fast food restaurant due to the strict itinerary and the short length of stay. On the contrary the Chinese tourist were preference to have meal outside hotel because of the Chinese tour operator have joint venture with the local Chinese restaurant with the low budget travelling.
In term of shopping places, the Japanese tourist had preference in shopping at gallery due to they had traditional image of travelling to give a good quality gift (meibutsu) that will be distributed to beloved family, relative and friends. On the other hand, the Chinese tourist were preferred by Chinese tour operators who had cooperation with the local Chinese businessman to buy souvenirs at traditional Balinese gift-shop. The
payment system was arranged in e-money, so that generate leakage in term of foreign exchange.
From the perspective of tourist attraction, most of the Japanese tourist were interested in visiting beach (32%) and Chinese tourist (58%). Based on the comparing data show that not only Japanese but also Chinese tourist were interested in travelling to the beach due to a lot of touristic activities that could be consumed such as parasailing, fishing, diving, snorkeling, banana boat, enjoy the underwater coral, flora and fauna through submarine boat etc. Meanwhile the Japanese tourist were fond of travelling to mountain area having affluent of hot spring (onzen) and spa for health treatment and body fitness. On the other hand, the Chinese tourist were interested in visiting the bubbling tourist object that had been packed by travel agent such as full- day tour, half-day tour, rural tourism etc.
According to the purpose of travelling, the Japanese tourists were interested in travelling to Bali for holiday (60%) and Chinese tourists (75%). By comparing these data show that there was a trend that Bali was popular for pleasure and leisure due to the image of Bali as the island of thousand temples, the island of paradise and the last paradise. Those image become pull factor to energize them coming to Bali and also the work atmosphere in Japan and China that demands high performance to face the competition in the era of globalization between advanced industrial countries that conditioned human resources to work like a robot that produce workaholic culture.
These situation become push factors (intrinsic motivation) to initiate people going on holiday to escape from routine.
CONCLUSIONS
The motivation in tourism divided in two categories to explain why people going on holidays i.e. intrinsic motivation (push factors) and extrinsic motivation (pull factors).
The physical attributes such as security, natural beauty, facilities etc belonged to Bali became the pull-factor to visit Bali. Bali has a lot of destination attributes, such as the uniqueness of cultural heritage, natural beauty, hospitality of indigenous people, local
wisdom of “tri hitakarana” (three pillar of sustainability) for protecting of tourism resources (nature, culture and tradition) through maintaining a harmonious relationship among humans, nature and God.
The characteristic of Japanese and Chinese tourist visiting Bali most of them are first timers, the length of stay 1-3 days, the Chinese tourist stayed at standard star hotel but the Japanese tourist prefer to choose low cost budget hotel. The Japanese tourist prefer to have meal at fast food restaurant, contrary to the Chinese tourist prefer to have meal at the restaurant outside hotel. In term of shopping places, the Japanese tourist had preference in shopping at gallery due to they had traditional image of travelling to give a good quality gift (meibutsu). Meanwhile the Chinese tourist prefer to buy souvenirs at traditional gift-shop. Not only Japanese but also Chinese tourist were interested in in travelling to the beach due to a lot of touristic activities that could be consumed such as parasailing, fishing, diving, snorkeling, banana boat, enjoy the underwater coral, flora and fauna through submarine boat etc.
ACKNOWLEDGEMENT
The authors would like to thank to ministry of research and technology of higher education and research institution and community service of Udayana University who have provided Research Grant 2018.
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