PENGARUH KUALITAS LAYANAN DAN MEMORABLE TOURISM EXPERIENCE TERHADAP KEPUASAN SERTA LOYALITAS WISATAWAN PADA KONDISI MENUJU NEW NORMAL

Business UHO: Jurnal Administrasi Bisnis Pub Date : 2022-12-29 DOI:10.52423/bujab.v7i2.28969

Eny Endah Pujiastuti

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引用次数: 1

Abstract

Currently, the government and destination managers are trying to recover from the crisis caused by the covid 19 pandemic. One of the ways to do this is through communication or promotion through digital marketing in order to generate and increase tourist demand. Therefore, the formulation of the problem as well as the purpose of this study is to analyze and prove: (1) the significant influence of service quality on tourist satisfaction. (2) significant influence of memorable tourism experience on tourist satisfaction, (3) significant influence of service quality on tourist loyalty, (4) significant influence of memorable tourism experience on tourist loyalty. (5) significant influence of tourist satisfaction on tourist loyalty, (6). Significant effect of service quality on tourist loyalty through Tourist Satisfaction. (7). Significant influence of memorable tourism experience on tourist loyalty through Tourist Satisfaction. The research was conducted in the tourist destination of Sarangan Lake, Magetan, East Java. The sample criteria used are tourists who have visited at least 2 times (twice). Data collection using google form. In this study, 129 effective questionnaires were collected which will then be processed using Structural Equating Modeling (SEM) which is operated using the AMOS application. This study concludes that (1) service quality has a significant effect on tourist satisfaction. (2) memorable tourism experience has a significant effect on tourist satisfaction, (3) service quality has a significant influence on tourist loyalty, (4) memorable tourism experience has a significant influence on tourist loyalty. (5) tourist satisfaction has a significant effect on tourist loyalty, (6). service quality has a significant effect on tourist loyalty through tourist satisfaction. (7). memorable tourism experience has a significant influence on tourist loyalty through tourist satisfaction

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服务质量和记忆旅游体验对游客对新常态的满意度和忠诚度的影响

目前，政府和目的地管理公司正在努力从covid - 19大流行造成的危机中恢复过来。其中一种方法是通过数字营销进行沟通或推广，以产生和增加旅游需求。因此，问题的提出和本研究的目的是分析和证明:(1)服务质量对游客满意度的显著影响。(2)难忘旅游体验对游客满意度的显著影响;(3)服务质量对游客忠诚度的显著影响;(4)难忘旅游体验对游客忠诚度的显著影响。(5)游客满意度对游客忠诚的影响显著;(6)服务质量通过游客满意度对游客忠诚的影响显著。(7)难忘旅游体验通过游客满意度对游客忠诚产生显著影响。本研究在东爪哇省马吉丹市的旅游胜地萨兰干湖进行。样本标准为最少到访2次(两次)的游客。使用谷歌表单收集数据。在本研究中，收集了129份有效问卷，然后使用结构方程模型(SEM)进行处理，并使用AMOS应用程序进行操作。研究发现:(1)服务质量对游客满意度有显著影响。(2)难忘的旅游体验对游客满意度有显著影响，(3)服务质量对游客忠诚度有显著影响，(4)难忘的旅游体验对游客忠诚度有显著影响。(5)游客满意度对游客忠诚度有显著影响;(6)服务质量通过游客满意度对游客忠诚度有显著影响。(7)难忘的旅游体验通过游客满意度对游客忠诚度产生显著影响

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Business UHO: Jurnal Administrasi Bisnis

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