Role of Memorability Phase Strategy as a Mediating Variable in Forming Loyalty of Tourists in Aceh

The aim of this research is to know the role of mediating phase of memorability on tourist loyalty. The study was conducted in the Aceh area, because Aceh is the potential tourist destinations in the west region of Indonesia. This study also investigated the role of independent variables, creative the experiences and service quality that play a role and influence to the level of memorability in the creation of tourist loyalty in Aceh. Using the structural equation modelling (SEM), the study found that creative experience and quality of services influenced the level of memorability of tourists in Aceh, Indonesia. Quality of service and level of memorability influenced loyalty of tourists in the Aceh, Indonesia. Finally, the creative experience and quality of services indirectly influenced loyalty of tourists in Aceh, Indonesia through level of memorability. Thus, to increase the loyalty of tourist the relevant authority, particularly the tourism department should create a higher level of tourists’ memorability by providing more creative experience and services’ quality of tourism in Aceh, Indonesia.