Driven to Return and Recommend: The Role of Motivation and Satisfaction in Shaping Tourist Future Intentions
Dea Fitria Ningsih *
Department of Management, Faculty of Business and Economics, University of Islam Indonesia, Indonesia.
Istyakara Muslichah
Department of Management, Faculty of Business and Economics, University of Islam Indonesia, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
This study aims to analyze the influence of push motivation and pull motivation on overall tourist satisfaction and their impact on the desire to recommend and the intention to revisit tourist destinations in Bali, especially those located outside the Badung area. A quantitative research approach was employed using purposive sampling. Data were collected in April 2025 from 235 Generation Z respondents who had visited destinations such as Nusa Penida, Ubud, Tanah Lot, Ulun Danu Batur Temple, and Luhur Lempuyang Temple during 2022-2025. Generation Z was chosen due to their increasing influence on tourism behavior and strong preferences for sustainable and digital-driven travel experiences, making them highly relevant for this study. The selected destinations were based on their popularity and significant visitor growth outside the Badung area. Data were analyzed using PLS-SEM technique. The findings reveal that both push and pull motivations have a positive and significant effect on overall satisfaction, as well as on the desire to recommend and the intention to revisit. These results offer valuable insights for destination managers and local authorities to enhance the competitiveness of tourist attractions by strengthening local appeal, improving service quality, and implementing promotional strategies based on tourist experiences to support sustainable tourism development beyond the Badung area.
Keywords: Push motivation, pull motivation, overall satisfaction, willingness to recommend, intention to revisit, Bali tourism