Fonte: Journal of Tourism & Development; v. 1, n. 17/18 (2012); 149-160
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Resumo: This study aims to provide a comparative overview of international tourists’ behaviour, which come from Western Europe, East Asia and Euro-Asia in the Ecotourism sites in Bali, Indonesia. Regarding to the pattern of relations between linked variables, this study wants to see whether national cultural background of tourists who are visiting ecotourism sites in Bali has an influence on Ecotourism Service Quality, Customer Satisfaction, Crowding, Past Experience and Behavioural Intention, and also if there are any differences in the pattern of relations based on the three distinctive national cultural groups.This study uses a survey method. The sample used in this study consists of 250 international tourists who come from three different national cultural groups. The data was collected by using a questionnaire and analysed by using the software Multigroup SEM.There were confirmed relations between variables. The relations always have a significant effect among the three groups of different national cultures, stated as follows: (1) the relation between the variables of Ecotourism Service Quality and Customer Satisfaction, (2) the relation between the variables of Ecotourism Service Quality and Behavioural Intention, and (3) the relation between the variables of Customer Satisfaction with Behavioural Intention. This condition indicates that there is an universal relation between variables in the sense of application to three groups of different national cultures of relation among variables of Ecotourism Service Quality, Customer Satisfaction and Behavioural Intention. This study also found differences in patterns of relations between variables in the three groups of national cultural backgrounds. In the group of national cultural background of Western Europe, there is only one relation between variables which is not significant. In the group of national cultural background of East Asia, all relations between variables were significant, while for the background of Euro-Asia national culture, there are two relations between variables which are not significant. This condition indicates that there are differences in the pattern of relations between variables in the third group of national cultural backgrounds.
