• Jaya Pramono Dhyana Pura University
  • I Made Sumartana Ngurah Rai University
  • I Made Santosa Ngurah Rai University
  • Putu Gede Denny Herlambang Ngurah Rai University
  • Bambang Purwantoro STAKN Palangka Raya
Keywords: Millennial Travelers, the Successes Factor of the Destination, Tanah Lot Temple.


Millennials are a popular term to replace the term Generation Y (Gen Y). There are 2.5 billion millennials worldwide. They have contributed to business travel, and tend to spend most of their expenses on travel and vacation, driven by future travel trends. This research conducted to shape the success factor of the destination for millennial tourists, where the destination of Tanah Lot Temple is used as a case study, which is quantitative research, using survey design and purposive sampling. There are 160 millennial tourists as respondents (who are visited Tanah Lot Temple). The instrument used was a questionnaire with a Likert scale, and the data were analysed using descriptive statistics and factor analysis. This research has indicated that there are nine (9) main factors that shape the success factor of the destination for millennial tourists. The nine main factors are: Millennials interested in traditional costume guides and officers, believe in social media reviews, Millennial will add several/more days to enjoying the destination, The layout of the souvenir shop, buildings, temples, parks, and the others building should support sustainable practices. A millennial will invite parents and closest friends for visiting destination. The experience in destination worth it with or even more than spending, and meet the expectations. The facility of destination affected millennials during visiting. Millennials are interested in the culture at the destination. Traveling is a necessity for Millennial. This research model has an accuracy of 71% on the error rate of 5%.


[1] Kim, H., Xiang, Z., & Fesenmaier, D. R. 2015. Use of the internet for trip planning: A generational analysis. Journal of Travel & Tourism Marketing, 32(3), 276-289. April, 2015. Retrieved from: DOI: 10.1080/10548408.2014.896765.
[2] Valentine, D. B., & Powers, T. L. 2013. Generation Y values and lifestyle segments. Journal of Consumer Marketing, 30(7), 597-606. October, 2013. Retrieved from:
[3] Dewi, Luh Komang Candra, I Made Bayu Wisnawa, and Putu Agus Prayogi. 2015. Positioning Pengembangan Daya Tarik Wisata Kabupaten Tabanan Menjadi Destinasi Kreatif dan Berkelanjutan. Jurnal Bisnis dan Kewirausahaan. Vol II. No 2, July 2015. Retrieved from: JBK/article/download/157/130/.
[4] Hamed, H. M. 2017. Marketing destinations to millennials: examining the compatibility between the destination marketing organization website and the millennial tourist prospects. Journal of Tourism and Recreation, 3(1), 1-20. July, 2017. Retrieved from: DOI: 10.12735/jotr.v3n1p01. jotr.v3n1p01
[5] Gardiner, S., Grace, D., & King, C. 2015. Is the Australian domestic holiday a thing of the past? Understanding baby boomer, Generation X and Generation Y perceptions and attitude to domestic and international holidays. Journal of Vacation Marketing, 21(4), 336-350. May, 2015. Retrieved from:
[6] Kurz, C. 2013.The next normal: An unprecedented look at millennials worldwide. New York: Viacom International Media Networks. October, 2015. Retrieved from:
[7] Shi, J. 2014. Destination marketing for millennials. February, 2014. Retrieved from:
[8] Welsh, S. 2015. Marketing to millennials. November, 2014. Retrieved from:
[9] Forrest, J. 2014. How millennials are shaping the future of business travel. January, 2014. Retrieved from:
[10] Gotardi, L., Senn, Y., Cholakova, E., Liebrich, A., & Wozniak, T. 2015. How do millennial travellers use their mobile devices in a city destination? Empirical evidence from Switzerland. e-Review of Tourism Research, 6. February, 2015. Retrieved from:
[11] Gardiner, S., Grace, D., & King, C. 2014. The generation effect: The future of domestic tourism in Australia. Journal of Travel Research, 53(6), 705-720. April, 2014. Retrieved from:
[12] Lee, T. 2013. Top 10 Trends of The Next Generation of Travel: The Millennials. April, 2013. Retrieve from:
[13] Lenoir, S. 2013. What you need to know about the millennial mindset. November, 2013. Retrieved from:
[14] Roth, H., & Fishbin, M. 2013. Global hospitality insights: Top thoughts for 2014. USA: EYGM Limited. September, 2013. Retrieved from:$FILE/EY-Global-hospitality-insights-2014.pdf
[16] Ericsson Consumer Insight Summary Report. 2016. Wearable Technology and the Internet of Things. Consumer views on wearables beyond health and wellness. June 2016. Retrieved from:
[16] Fung, D. 2015. Millennials don't travel like other generations, and it's creating major business opportunities. The Huffington Post. December 2017. Retrieved from:
[18] Ghozali, I., & Fuad. 2014. Structural Equation Modeling. Teori, Konsep dan Aplikasi. Semarang: Badan Penerbit Universitas Diponegoro.
[18} The Nielsen Global Survey of E-commerce. 2016. Global Connected Commerce. Is e-tail therapy the new retail therapy? January, 2016. Retrieved from:
[19] Santoso, S. 2001. Riset Pemasaran. Jakarta: PT. Elex Media Komputindo Kelompok Gramedia.
[20] Yong, An Gie and Sean Pearce. 2013. A Beginner’s Guide to Factor Analysis: Focusing on Exploratory Factor Analysis. Tutorials in Quantitative Methods for Psychology 2013, Vol. 9(2), p.79-94. 79. University of Ottawa. February, 2013. Retrieved from: RegularArticles/vol09-2/p079/p079.pdf.
How to Cite
Pramono, J., Sumartana, I., Santosa, I., Denny Herlambang, P., & Purwantoro, B. (2020). DESTINATION SUCCESSES FACTORS FOR MILLENNIAL TRAVELERS CASE STUDY OF TANAH LOT TEMPLE, TABANAN, BALI. ADI Journal on Recent Innovation (AJRI), 1(2), 136-146.