What Motivates Foreign Tourists to Become Digital Nomads in Bali?

A quantitative study by I Wayan Sukma Winarya Prabawa, a lecturer at Bali Tourism Polytechnic, and Putu Ratih Pertiwi, a lecturer at Udayana University Bali, attempts to explain the motivations of several foreign tourists engaging in digital nomadism in Bali.

Digital nomads are itinerants who utilize digital devices to work from various locations. Essentially, they work remotely for their companies.

According to the two researchers, the characteristics of digital nomads are their penchant for discovering new destinations, consistent mobility, and activities closely tied to technology use. This type typically works in startup development.

"During their travels, they spend more time working in places with good internet access on weekdays and utilize weekends for leisure activities," the researchers wrote in their report.

The trend of foreign tourists engaging in digital nomadism in Bali became a prominent topic on social media during the peak of the Covid-19 pandemic (2020-2021).

The researchers used two basic factors to analyze the motivations of these foreign tourists: Firstly, intrinsic push factors.

This factor examines internal motivations, such as work-related issues (50.5% of respondents). Additionally, some tourists cited expanding their networks (14.3%) as a reason for digital nomadism.

Secondly, pull factors, in this context, related to Bali. Respondents considered Bali an inspiring place (30.5%). Furthermore, Bali was seen as a supportive environment for living and working (18.5%).

Thirdly, Bali was considered to offer enjoyable activities (14.6%).

Of the 170 questionnaires distributed, only 150 met the requirements. 20 were deemed invalid because the samples did not indicate digital nomad activities.

The majority of digital nomad respondents were aged 20-29 years (46%) and 30-39 years (33%). The remainder were aged 50-59 years.

These nomads primarily originated from Australia (21%); Germany (11%); France (10%); Malaysia and the UK (7% each); and 7% from other European countries.

There were also respondents from Singapore (5%); the Netherlands, China, South Korea, and the USA (3% each); and Russia and other American countries (2% each).

This scientific research, titled "The Digital Nomad Tourist Motivation in Bali: Exploratory Research Based on Push and Pull Theory," was published on September 3, 2020.

In this study, the researchers used exploratory factor analysis (EFA). They conducted validity and reliability tests on the instruments to determine their suitability for fieldwork.

The factors are detailed below:

_Travel Push Factor Motivation Factor Analysis of Digital Nomad Tourist_

Work-related issues (50.5%)

* To find a place related to my work or projects.
* To improve my relationship with my partner.
* To seek business opportunities.
* To earn money without the pressure of office work.
* To gain inspiration to complete my work.

Expanding networks (14.3%)

* Opportunities to meet like-minded people.
* To make friends with locals.

_Travel Pull Factor Motivation Factor Analysis of Digital Nomad Tourist_

Inspiring destination (30.5%)

* Bali has easily accessible popular places.
* Bali provides a good atmosphere for digital work.
* Bali offers a calm and comfortable atmosphere for completing work requiring inspiration.

Good place to live and work (18.5%)

* Bali offers 24-hour restaurants with good internet connections and workspaces.
* Bali is a safe place to travel and work alone.
* There are many accommodation options in Bali that suit my budget.

Enjoyable activities (14.6%)

* Bali has good transportation.
* Bali is an international destination friendly to Western culture (fashion, alcohol, food).