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Pro-poor tourism (PPT) can be a strategy for sustainable tourism realization. The strategy puts local people as the subject of tourism development processes from planning, executing, controlling, and also evaluating. It means local people, including poor people, are empowered to increase their income because their daily activities are connected to the tourism sector. Tourism development in Pemuteran Village can be recorded as a good example of successful PPT implementation in Bali Province, Indonesia. In the 1990s, a Balinese socio-entrepreneur came to the north Bali Islands, introducing the tourism business as a new source of family income for poor people. To change poor people's perception that tourism can provide a positive impact on the village, it faced a difficult challenge. Therefore, the socio-entrepreneur approached poor people with such a special touch that he modified drama gong (a traditional art performance in Bali) and Hindu ritual ceremonies in the temple as development communication channels. This is a good strategy to encourage poor people's participation in tourism development so that Pemuteran Village is known as a popular tourist destination in Bali. Tourism activities provide better income to local people because residents of Pemuteran Villa can get jobs or manage businesses in the tourism sector. Therefore, this research discusses the transformation process of Pemuteran Village from a poor village to a favorite maritime tourism destination. In fact, both of this process and progress had been inspired and supported by the Balinese socio-entrepreneur in order to lead poor people shifting their mindset and behavior to engage in tourism development.

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 from tourists based on certain social arrangements placing a moderating variable. As an illustration of social phenomena, especially tourism, which shows a non-linear relationship.

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).

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.

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.

The practical implications are as follows: tourism managers can use a tourism destination marketing strategy model 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).

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.

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 the main differences between them, as an illustration of social phenomena, especially tourism, which shows a nonlinear relationship.