The Impact of Tourist Destination Image and Satisfaction on Tourist Loyalty

Rinaldi Bursan

Authors

Rinaldi Bursan Faculty of Economics and Business, Universitas Lampung, Indonesia

Keywords:

Tourist, Destination Image, Satisfaction, Loyalty

Abstract

This study examines the impact of tourist destination image and satisfaction on tourist loyalty on Pahawang Island, located in Pesawaran Regency, Lampung. With regional autonomy emphasizing the importance of tourism for economic development, this research explores how these factors influence loyalty among tourists. Utilizing a non-probability sampling method with a judgment sampling technique, data were collected from 100 respondents and analyzed using multiple linear regression.The findings reveal that tourist satisfaction is the dominant factor in shaping loyalty, significantly more influential than the image of the tourist destination. Specifically, satisfaction accounted for the largest variance in loyalty among tourists visiting Pahawang Island. The study underscores the need for the local government to focus on preserving the natural environment and marine ecosystem of the island to ensure sustained tourist satisfaction and loyalty. This includes maintaining fish populations crucial for fishing activities, enhancing beach security, and providing adequate safety facilities and infrastructure such as boat rentals and fishing equipment. The research highlights the critical role of satisfaction in tourist loyalty and suggests that strategic efforts to enhance visitor experiences can lead to increased repeat visits and sustained economic benefits for the region.

Downloads

Download data is not yet available.

References

Afiftama, I., & Nasir, M. (2024). The Effect of Brand Image, Brand Trust and Customer Experience on Brand Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 191-202.

Agusnawati, R., Nurfadillah, N., Wiradana, N., & Muktamar, A. (2024). Efektivitas Evaluasi Strategi dalam Manajemen Pengendalian Mutu Organisasi. Indonesian Journal of Innovation Multidisipliner Research, 2(1), 87-105.

Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., ... & Anwar, G. (2021). Hotel service quality: The impact of service quality on customer satisfaction in hospitality. International Journal of Engineering, Business and Management, 5(3), 14-28.

Ayumi, S. A., Riptanti, E. W., & Khomah, I. (2022). Pengaruh Citra Destinasi dan Electronic Word Of Mouth (E-WOM) Dalam Menentukan Kunjungan Wisata (Studi Kasus Pada Kampoeng Kopi Banaran Semarang). Jurnal E-Bis, 6(1), 1-16.

Chiu, W., Zeng, S., & Cheng, P. S. T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234.

Dragouni, M., & Fouseki, K. (2018). Drivers of community participation in heritage tourism planning: An empirical investigation. Journal of Heritage Tourism, 13(3), 237-256.

Elbaz, A. M., Abou Kamar, M. S., Onjewu, A. K. E., & Soliman, M. (2023). Evaluating the antecedents of health destination loyalty: The moderating role of destination trust and tourists’ emotions. International Journal of Hospitality & Tourism Administration, 24(1), 1-28.

Endah, P. E., Umar, N., Suharyono, S., & Andriani, K. (2017). Study on destination image, satisfaction, Trust and Behavioral Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 148-159.

Gursoy, D., Chi, C. G., & Dyer, P. (2010). Locals’ attitudes toward mass and alternative tourism: The case of Sunshine Coast, Australia. Journal of travel research, 49(3), 381-394.

Guzman-Parra, V. F., Vila-Oblitas, J. R., & Maqueda-Lafuente, J. (2016). Exploring the effects of destination image attributes on tourist satisfaction and destination loyalty: an application in Málaga, Spain. Tourism & Management Studies, 12(1), 67-73.

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the academy of marketing science, 45, 616-632.

Huete-Alcocer, N., López-Ruiz, V. R., & Grigorescu, A. (2019). Measurement of satisfaction in sustainable tourism: A cultural heritage site in Spain. Sustainability, 11(23), 6774.

Jamal, S. A., Othman, N. A., & Muhammad, N. M. N. (2011). Tourist perceived value in a community-based homestay visit: An investigation into the functional and experiential aspect of value. Journal of Vacation Marketing, 17(1), 5-15.

Jani, D., & Han, H. (2014). Testing the moderation effect of hotel ambience on the relationships among social comparison, affect, satisfaction, and behavioral intentions. Journal of Travel & Tourism Marketing, 31(6), 731-746.

Jebbouri, A., Zhang, H., Wang, L., & Bouchiba, N. (2021). Exploring the relationship of image formation on tourist satisfaction and loyalty: evidence from China. Frontiers in Psychology, 12, 748534.

Jeong, Y., & Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940-960.

LE, H. B. H., & LE, T. B. (2020). Impact of destination image and satisfaction on tourist loyalty: Mountain destinations in Thanh Hoa province, Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 185-195.

Listiana, I., Nurmayasari, I., Bursan, R., Sukmayanto, M., Yanfika, H., & Widyastuti, R. A. D. (2021). Farmers' Capacity and Rice Productivity in Climate Change Adaption in Central Lampung Regency, Indonesia. Asian Journal of Agriculture and Rural Development, 11(4), 346-353.

Mai, K. N., Nguyen, P. N. D., & Nguyen, P. T. M. (2019). International tourists’ loyalty to Ho Chi Minh City destinationa mediation analysis of perceived service quality and perceived value. Sustainability, 11(19), 5447.

Nurbaeti, R. (2020). Pengaruh Electronic Word of Mouth (E-WOM) dan Citra Destinasi Terhadap Keputusan Berkunjung Melalui Minat Berkunjung Wisatawan Sebagai Variabel Mediasi (Studi Kasus Pada Taman Wisata “Genilangit” Kecamatan Poncol Kabupaten Magetan Provinsi Jawa Timur). Ponorogo: Dissertation, Universitas Muhammadiyah Ponorogo.

Ratnaningtyas, H., Nurbaeti, N., & Rahmanita, M. (2023). Pengaruh Citra Destinasi dan Pemasaran Digital Terhadap Keputusan Berkunjung Melalui Kepuasan Pengunjung Pada Monumen Nasional DKI Jakarta. Tourism Scientific Journal, 8(2), 163-173.

RM, C. C. (2021). Pengaruh Citra Destinasi Terhadap Kepuasan Wisatawan Dan Behavioral Intention. Profit: Jurnal Adminsitrasi Bisnis, 15(2), 72-80.

Setiawan, B., & Patricia, E. (2022). The role of brand reliability and brand intention in mediating the relationship between customer satisfaction and brand loyalty. Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis, 4(1), 001-014.

Simanjuntak, A. C. (2021). Pengaruh Atraksi, Aktivitas, Aksesibilitas, Akomodasi, Amenitas Terhadap Kepuasan Berkunjung Dan Loyalitas Wisatawan Pada Museum T. B Silalahi Center.

Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000–2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.

Suntoro, W., & Silintowe, Y. B. R. (2020). Analisis pengaruh pengalaman merek, kepercayaan merek, dan kepuasan merek terhadap loyalitas merek. Modus, 32(1), 25-41.

Tasci, A. D., Gartner, W. C., & Cavusgil, S. T. (2007). Measurement of destination brand bias using a quasi-experimental design. Tourism management, 28(6), 1529-1540.

Xie, H. J., Kerstetter, D. L., & Mattila, A. S. (2012). The attributes of a cruise ship that influence the decision making of cruisers and potential cruisers. International Journal of Hospitality Management, 31(1), 152-159.

Yofina Mulyati, M. (2019). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Berkunjung Wisatawan Domestik Ditinjau dari Perspektif Daya Tarik Destinasi Wisata Kota Bukitinggi. Menara Ilmu: Jurnal Penelitian dan Kajian Ilmiah, 13(1).

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism management, 26(1), 45-56.