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 fromtourists 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
destination marketing strategymodel that integrates independent and moderating variables in increasing
buying intention and repurchase intention for Chinese tourists visiting Bali. Strategies that can be carried
out by tourism managers in increasing buying intention and repurchase intention of tourists to visit Bali by
identifying and creating values that are understood as values for tourists visiting Bali (personal value).
Social implications – Personal values that are adjusted to trends in the world of tourism that are felt and
desired by a destination through tourists visiting Bali are one of the marketing strategies for tourism
managers to increase the buying intention and repurchase intention of these tourists.
Originality/value – This study integrates personal values, demographics, buying intention and repurchase
intention in evaluating Chinese tourists visiting Bali. Demographic variables in Chinese tourists as
moderating variables based on age, education, gender, family, including their region of origin, it is very
important to pay attention to the unique characteristics of Chinese tourists and themain differences between
them, as an illustration of social phenomena, especially tourism, which shows a nonlinear relationship.
