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The study aims to analyze the activities of European repeater who visiting destinations of Ubud. The research method was designed as qualitative, which applies the action theory in the search for the meaning behind the European repeater activities in Ubud. The data were collected by conducting a survey, indepth interviews to Ubud European repeater, tourism stakeholders, and did library research. The final sample includes 100 European tourists taken by quota accidental sampling. Data were analyzed descriptively and qualitatively. The results of this study indicate a trend of tourist actions when first came as tourists, but when visiting more than twice they will have a business. This activity changes start from his interest in the destinations of Ubud, see the opportunities that exist, and establish relations with local communities. Ubud as tourism destination in Bali are able to attract European tourists who have an interest in art and culture. From this point, many European tourists who visited Ubud more than two visits. In fact, many tourists who eventually settled in Ubud or own a businesses related Ubud tourism specially villa rental, tour activities and restaurants. There are five reasons underlying European repeater turned in to business including the first, the people of Ubud are friendly and open with the presence of European tourists. Second, Ubud as an international village visited by many tourists who are not only from Europe but all over the world, so that is where the market is highly strategic. The third, European tourists have access to the broader business than local entrepreneurs plus the value of the currency is much more higher so pick greater capital. Fourth, European tourists saw a tendency of local people prefer to be working than trying to take a risks become entrepreneur, so as to be an advantage for European tourists. Fifth, the rules and regulations about tourism businesses still do not include details of foreign businessmen, so that the law can still be arranged when they have business in Ubud illegally. The conclusion of this study were the tourist activity needs to be managed and well planned so it can give a benefit to local communities and tourism can be sustainable. European tourists are very interested in Ubud for nature and culture, let the resources could be enjoyed only, it’s not be bought or controlled by the tourists. As the host communities, preservation of nature and the culture is the way to develop a sustainable tourism by also participates in the tourism industry. KeywordsEuropean Tourists, Repeater, Activities, Business, Ubud Village INTRODUCTION The tourists on a journey to a place influenced by the push and pull factors from the place they wanted to visit (Murphy, 1985). There is a phenomenon that often occurs but very rarely thought of the tourism stakeholder where the tourists will come back to the place they have visited before. In this phenomenon, there are some things that cause tourists to come again become a tourist in the destination. Destinations as a tourism product, its need to compared, the rating was added to the appropriate kind of activity undertaken in the tourism system (Leiper, 1979). Indeed, tourism is a role industry, where there is a role as a seeker of money (the services tourism) and also there are the people who spend the money (tourists). Further more, the role of the tourists are better known as the actor who spends his money, tourists must be have certain characteristics in his behavior. In accordance with the opinion of Kotler said the tourists are consumers in a tourism industry. Consumers are an important element in the marketing of a product including tourism products (Kotler, 2004). Moreover, that a company or destination can define the target market, but a failure to grasp customer needs accurately. Customers mean the tourists visiting a destination or who will visit. It required in-depth study to find out how the actual experience of their chosen activities and followed. The tourist’s activities usually they took on the destination they choose. Ubud as a cultural and tourist village destination is the place, which receive much international tourist arrivals from Europe. Ubud also receive a lot of repeaters tourists who want a deeper experience on travelling in Bali. They also have a high degree of involvement in the interaction with the host community. Ubud village is famous for art and culture, as the results tourists can interact directly with local communities. Asia Tourism Forum 2016 – The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16) © 2016. The authors – Published by Atlantis Press 0114 Within this interaction, tourists obtain and perform new actions for themself. A concrete example can be seen in Ubud, there are many tourists who want to learn to dance, traditional Balinese music lessons, learn to paint, and some cultural activities. By activity, tourists will learn to understand how the Balinese people interpret it. Interaction that exists is very close between tourists and local communities represented. European repeaters want the establishment of an interaction because they need something new to the life. The interaction that tourists get in Ubud certainly not will exactly in the region of origin, so that is resulting in a lot of tourists who want to stay settled in Ubud. In this case, understanding the quality of tourist activities is needed for better management of tourism destination. Researches on European repeaters are very important. The research to investigate the activities and experiences of European repeater in the tourism area of Ubud is still limited. In fact, European repeaters can do many activities with related to social and culture of Balinese life. Of course, a lot of action will effect to the sustainability of the destination, so stakeholder of tourism have to know its have a positive or negative impact. The problem is not when the people visiting destination as a tourists, but when the people visiting destination to have a business. Study of European repeaters will be able to provide an overview of responses to the tourists who visited tourism destination with some motivation especially business. Reversed so that the tourist activity have some kind of meaning that need to know what exactly tourists wants on their way in the village of Ubud. RESEARCH METHOD AND LIMITATION The study was conducted in the village of Ubud, Bali Province. Respondents were taken from several locations places of interest such as Monkey Forest, Ubud Palace, Ubud art market, museums, homestay, and a rice field trekking. Data retrieval research was conducted in May until the end of June 2013 for survey methods and April 2016 for interviews method. The total samples in the study were 100 European repeaters consisting of tourists from France, Germany, Russia, England and Swiss by purposive sampling. Data collected by survey method using structured questionnaire. To get more information then conducted in-depth interviews to several informants from European repeater. Research supported by the observation that observed directly in the village of Ubud. As a tool, use a camera to take some photo documentation of the tourists who were conducting activities in the village of Ubud. The study comes with a literature review of various previous research results, concepts, theories, and other documents related to this study. The data analysis used is descriptive qualitatively which the description of the data compiled systematic, timely and reliable information on the facts that happen (Creswell, 2010). This research object is tourist action (activities) that have trend, so the action sometime will be different because it can be changed base on the real time situation. It is difficult to generalize all the tourists will have a business; even on this research purpose it is not find the positive or negative impact of the activities taken by the tourists. It is limited to show and find there is some activities will give impact for the sustainability of Ubud tourism. It will be good when managed well, and bad if there is lack of planning and management especially in community involvement. So, it is need more research about tourists activities not only for European repeater to compare the tendency on the activities that taken by the tourist visiting Ubud. EUROPEAN REPEATER PERCEPTION The attractiveness encourage European repeater to visit the village of Ubud, the bulk of tourists choose to do activities visit the gallery of paintings and learn the art and culture located in Ubud. European tourists who've been to Ubud are possible for them to come back because of their fascination with the unique art and culture located in the village of Ubud. From many of the uniqueness of the village of Ubud as the foreign tourists, especially European tourists interested in returning to enjoy and spend their free time for a visit to Ubud and activities that rich in traditional art and culture of Bali (MacRae, 2015). Thus it has been owned Ubud assets must be maintained and preserved by the people of Ubud in particular, and Bali communities as well. The people of Ubud are friendly and open with the presence of European tourists that make European love Ubud. When they have business in Ubud, European tourists have access to the broader business than local entrepreneurs plus the value of the currency is much more higher so pick greater capital. European tourists saw a tendency of local people prefer to be working than trying to take a risks become entrepreneur, so as to be an advantage for European tourists. The rules and regulations about tourism businesses still do not include details of foreign businessmen, so that the law can still be arranged when they have business in Ubud illegally. EUROPEAN REPEATER CHARACTERISTICS BEEN TO UBUD Table 1 shows the characteristics of European repeaters who visit the village of Ubud. It’s includes

From Tourists to Business qStudy of European Repeater Activities in Ubud Tourism Destinationq