The influence of personal values on buying and purchasing intentions of Chinese tourists visiting Bali

• Published in: International journal of tourism cities 2022-01, Vol.8 (1), p.125-139
• Main Authors: Agung Permana Budi, Made Antara, Anak Agung Putu Agung Suryawan Wiranatha, Sudiarta, I Nyoman
• Format: Article
• Language: English
• Subjects: Attitudes; Consumers; Demography; Provinces; Purchase intention; Purchasing; Qualitative research; Questionnaires; Self esteem; Shopping; Social exchange theory; Tourism; Variables
• ISSN: 2056-5607; 2056-5615
• DOI: 10.1108/IJTC-09-2020-0184

Purpose>This paper aims to determine the effect of personal values and buying intention on repurchase intention. This paper is based on the social exchange theory (Cropanzano and Mitchell, 2005) as a basis for understanding the relationship between tourists who give or exchange each other that contains embraced values or personal values between individuals from tourists based on certain social arrangements placing a moderating variable. As an illustration of social phenomena, especially tourism, which shows a non-linear relationship.Design/methodology/approach>This study used a mixed-method research, combining quantitative and qualitative research techniques, in a single study. The use of mix method research is based on the consideration that the research variables are variables that are rarely used in previous studies so that there is limited literature to explain the research results. In the early stages of the research, a questionnaire was compiled based on all the research variables mentioned above. The questionnaire was then distributed to 160 respondents. The pre-test was carried out using the construct validity and the assistance of the SPSS 13.0 program for the level of reliability. The questionnaire was distributed using the purposive sampling method. The number of samples taken at each tourist attraction was 40 respondents in each tourist destination, namely, Nusa Dua, Kuta, Tanah Lot, Sanur and Ubud. Bali, fits the criteria of Hair et al. (2014).Findings>This study has two novelties, the first is demographic variable that positions as a moderating variable the influence of personal value on buying intention and personal value on repurchase intention; and the second variable buying intention as an intervening variable between the influence of personal value on repurchase intention.Research limitations/implications>This study has a limitation in that the questionnaire was only distributed to tourist destinations in Kuta, Nusa Dua, Sanur, Tanah Lot and Ubud. The object of this research is only focused on Chinese tourists, not other tourists either. Furthermore, this study does not distinguish between tourists who visit for the first time and tourists who visit several times which may be a moderating variable for the influence of personal value and buying intention on repurchase intention and the influence of personal value on buying intention.Practical implications>The practical implications are as follows: tourism managers can use a tourism destin