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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 A. A. Ayu Angelina Fitri Agnesia Margareth Aruan Anak Agung Ayu Angelina Fitri Anak Agung Ayu Angelina Fitri Anak Agung Ketut Sriasih Anak Agung Ketut Sriasih Anak Agung Ratih Wijayanti Anak Agung Ratih Wijayanti Ananda, Komang Dean Andreananda, I Gede Haldi Arief Nugraha Utomo Ayu Putu Dyah Arya Dewi Danuarta, I Wayan Deny Dewi Irwanti, Ni Ketut Dewi, Ayu Putu Dyah Arya Dewi, Kadek Ayu Novita Dewiwati Sujadi Dimas Dwi Nanda Dimas Dwi Nanda Dimas Dwi Nanda Dwiyanti, Ni Kadek ERNA ZULAENI WILES Frans Lende Gayatri, I Gusti Agung Sasih Gde Herry Sugiarto Asana Grilo dos Santos, Colly Gusti Ayu Mahanavami I Dewa Ayu Tita Permata Tabita 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 Bagus Widiantara I Gusti Agung Pradnyana Jaya I Gusti Agung Sasih Gayatri I Gusti Ayu Gayatri Agina Putri I Gusti Ayu Mahanavami I Ketut Budiasa I Ketut Eli Sumerta I Ketut Eli Sumerta I Ketut Eli Sumerta I Ketut Putra Suarthana I Ketut Putra Suarthana I Ketut Sutapa I Ketut Sutapa I Ketut Sutapa I Ketut Sutapa I Ketut Yudana Adi I Ketut Yudana Adi I Ketut Yudana Adi I Komang Adi Putra Wirawan I Made Agung Prawira Giri I Made Agung Rai Antara I Made Astrama I Made Gede Darma Susila I Made Hedy Wartana I Made Hedy Wartana I Made Suwitra Wirya I Made Suwitra Wirya I Made Suwitra Wirya I Made Suwitra Wirya I Made Suwitra Wirya I Nengah Aristana I Nengah Sandi Artha Putra I Nengah Subadra I Nyoman Suarjaya I Nyoman Subrata I Putu Ariska Mahendra I Putu Bagus Andhy Putra I Putu Kesuma Yuda I Wayan Agus Anggayana I Wayan Agus Krisna Apriana I Wayan Edi Arsawan I Wayan Gede Widiyantara I Wayan Kartimin I Wayan Tantra I Wayan Terimajaya Ida Ketut Kusumawijaya Ida Ketut Kusumawijaya Jaya, I Gusti Agung Pradnyana Jumiati, Kadek Ari Kadek Ari Jumiati Kadek Ayu Novita Dewi Kadek Dwik Ariasih Kardana, I Ketut Karunavani Sarukunaselan Karunavani Sarukunaselan Komang Dean Ananda Komang Shintiya Nita Kristiana Putri Komang Sudarsana Kurniawati, Nuning Laras Oktaviani Luh Komang Candra Dewi Luh Septiani Ulandari Made Christin Dwitrayani Made Hedy Wartana Marbun, Saorta Maria Triquerta Ngadha Maria Triquerta Ngadha Mark de Jong Megawati, Ni Ketut Ratna Muhammad Fadhil Ikhsan Ni Kadek Dwiyanti Ni Kadek Putri Irawati Ni Ketut Dewi Irwanti Ni Ketut Ratna Megawati Ni Luh Eka Wahyuni Ni Luh Puspa Gayatri Ni Luh Puspa Gayatri Ni Luh Puspa Gayatri Ni Luh Putu Agustini Karta Ni Luh Putu Agustini Karta Ni Luh Wayan Sayang Telagawathi Ni Made Dwi Puspita Anggreni Ni Made Ernila Junipisa Ni Made Hartini Ni Made Pramita Dewi Ni Nyoman Arini Ni Nyoman Nidya Trianingrum Ni Nyoman Nidya Trianingrum Ni Nyoman Nidya Trianingrum Ni Nyoman Nidya Trianingrum Ni Nyoman Rusmiati Ni Nyoman Rusmiati Ni Putu Candra Pratiwi Ni Putu Yunik Anggreni Ni Wayan Mekarini Noviantini Jehabu, Florentina Putra, Putu Guntur Pramana Putu Agus Prayogi Putu Bagus Suthanaya Putu Bagus Suthanaya R. Sapto Hendri Boedi Soesatyo Raden Ayu Rani Kusumo Wardani RADITYA, I PUTU TIANA RADITYA Rosvita Flaviana Osin 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 Valentien Natalya Wibawa, I Wayan Sucipta Widari, Dewa Ayu Diyah Sri Widiani, Desak Made Widnyana, Gede Rico Hardiana Widya Kristanti Wiga Wiratama Wulandari, Pande Putu Yuni , Luh Ketut Herindiyah Kartika