Do Asian and Non-Asian Different? A Study of Senior Tourists Travel Motivation

This research aimed to identify the push and pull travel motivational factors of senior tourists from Asia and non-Asia regions in choosing Bali as their destination, as well as examining any differences in the push and pull factors of both groups of nationality. Exploratory factor analysis that was continued with t-test differences analysis were completed to analyse the data. Results revealed six factors that pushed seniors to travel to Bali namely: exploring and increasing knowledge about the local culture; quality time and visiting nostalgic places with close accompanies; relaxation and having fun; spending time with family members; rejuvenation and health; and sharing about destination experience. In addition, there were four pull factors revealed: hospitality services and tourist attractions; local culture; natural scenery and climate; and quite rest area. While significant differences shown between Asian and non-Asian seniors in factors that intrinsically pushed them to travel to Bali, no significant differences appeared between senior tourists from the two groups of nationalities in considering Bali�s destination attributes that pulled them to visit the island.