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Journal : Open Access DRIVERset

Unlocking Loyalty: The Power of Local Culture in Bali Tourism I Ketut Putra Suarthana; I Made Bayu Wisnawa; Ni Luh Putu Agustini Karta; Karunavani Sarukunaselan
Jurnal Kajian Bali (Journal of Bali Studies) Vol. 14 No. 2 (2024): Reclaiming Cultural Heritage
Publisher : Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JKB.2024.v14.i02.p09

Abstract

This article examines the influence of local culture on tourist loyalty, focusing on a case study in Bali, Indonesia. Through a quantitative approach, this study uses structural equation modelling (SEM) with smart partial least squares (PLS) to analyse data from a survey involving 276 tourists. This study identifies and measures the direct impact of two independent variables, namely local ‘cultural richness’, and ‘cultural interaction’, on destination loyalty, with ‘tourist satisfaction’ as the mediating variable and ‘previous travel experience’ as the moderating variable. The results show that local cultural richness and cultural interaction have a significant influence on tourist satisfaction, which in turn affects destination loyalty. Nonetheless, previous travel experience has proven not to moderate the relationship between tourist satisfaction towards destination loyalty (? = -0.021). These findings provide valuable insights for destination managers and policymakers in developing marketing strategies that focus on local culture to increase tourist loyalty.
Co-Authors Anak Agung Ketut Sriasih Anak Agung Ratih Wijayanti Anak Agung Ratih Wijayanti Ananda, Komang Dean Andreananda, I Gede Haldi Arief Nugraha Utomo Aruan, Agnesia Margareth Ayu Putu Dyah Arya Dewi Danuarta, I Wayan Deny Dewi Irwanti, Ni Ketut Dewi, Ayu Putu Dyah Arya Dewi, Kadek Ayu Novita Dwiyanti, Ni Kadek ERNA ZULAENI WILES Gayatri, I Gusti Agung Sasih Giri, I Made Agung Prawira Grilo dos Santos, Colly Gusti Ayu Mahanavami I Dewa Made Arik Permana Putra I Dewa Made Arik Permana Putra I Gede Cahyadi Putra I Gede Wahyu Adi Satriawan I Gusti Agung Bagus Widiantara I Gusti Agung Pradnyana Jaya I Gusti Agung Sasih Gayatri I Gusti Ayu Mahanavami I Ketut Budiasa I Ketut Putra Suarthana I Ketut Putra Suarthana I Ketut Sutapa I Ketut Sutapa I Made Agung Rai Antara I Made Astrama I Made Gede Darma Susila I Made Suwitra Wirya I Nengah Aristana I Nengah Sandi Artha Putra I Nengah Subadra I Nyoman Suarjaya I Putu Bagus Andhy Putra I Wayan Edi Arsawan I Wayan Kartimin I Wayan Tantra Jaya, I Gusti Agung Pradnyana Jumiati, Kadek Ari Kadek Ayu Novita Dewi Kardana, I Ketut Karunavani Sarukunaselan Karunavani Sarukunaselan Komang Dean Ananda Komang Shintiya Nita Kristiana Putri Komang Sudarsana Kurniawati, Nuning Made Hedy Wartana Mahendra, I Putu Ariska Marbun, Saorta Mark de Jong Megawati, Ni Ketut Ratna Muhammad Fadhil Ikhsan Ni Kadek Dwiyanti Ni Ketut Dewi Irwanti Ni Ketut Ratna Megawati Ni Luh Putu Agustini Karta Ni Luh Putu Agustini Karta Ni Luh Wayan Sayang Telagawathi Ni Made Ernila Junipisa Ni Made Hartini Ni Made Pramita Dewi Ni Nyoman Arini Ni Nyoman Nidya Trianingrum Ni Nyoman Rusmiati Ni Putu Yunik Anggreni Ni Wayan Mekarini Noviantini Jehabu, Florentina Putra, Putu Guntur Pramana Putu Agus Prayogi R. Sapto Hendri Boedi Soesatyo RADITYA, I PUTU TIANA RADITYA Rusmiati, Ni Nyoman Sari, Ni Putu Eka Satriawan, I Gede Wahyu Adi Suarjaya, I Nyoman Sudarsana, Komang Sugita, I Wayan Sulistiyo Adi Joko Saharjo Sulistyoadi Joko Saharjo Suwitra Wirya, I Made Tristianty, Tristianty Utomo, Arief Nugraha Wibawa, I Wayan Sucipta Widari, Dewa Ayu Diyah Sri Widiani, Desak Made Wulandari, Pande Putu Yuni , Luh Ketut Herindiyah Kartika