Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Journal of Business on Hospitality and Tourism Journal of Travel and Leisure
Ni Ketut Wiwiek Agustina
Bali Tourism Polytechnic
Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Beyond Transactions: How Relational Capital Drives Brand Loyalty in Bali’s Tourism SMEs Ni Made Sthita Prajnasya Diwyani; Ni Ketut Wiwiek Agustina
Journal of Business on Hospitality and Tourism Vol. 11 No. 1 (2025): June 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v11i1.452

Abstract

In the post-pandemic tourism landscape, travel agencies must rebuild customer loyalty through relational strategies. This study examines the direct effects of customer engagement and brand trust on brand loyalty among 289 customers of a Bali-based travel agency. Using multiple linear regression in SPSS 25, findings confirm that both customer engagement (β = 0.396, p < 0.001) and brand trust (β = 0.453, p < 0.001) significantly and positively influence brand loyalty, with the model explaining 68% of variance (R² = 0.680). Simultaneously, the two predictors exert a strong joint effect (F = 303.306, p < 0.001). The results affirm that even in an era of digital self-booking, interpersonal trust and emotional engagement remain critical drivers of loyalty in tourism intermediaries. Strategic recommendations include investing in personalized communication, transparent service recovery, and consistent brand delivery to strengthen relational equity.
From Clicks To Clients: The Role Of Task–Technology Fit And User Experience In Driving Competitive Advantage For Bali Tour Operators Margareta Asri Sawitri; Ni Ketut Wiwiek Agustina
J-TRUE: Journal of Travel and Leisure Vol. 2 No. 2 (2025): J-TRUE: Journal of Travel and Leisure
Publisher : P3M Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jtrue.v2i2.2216

Abstract

The digital era has transformed tourism; however, travel agents in Bali face challenges in technology adoption due to its misalignment with their specific work requirements. This study investigates the relationship between task characteristics, task-technology fit, and user experience in relation to travel agent services in Bali. Using a quantitative approach with a survey method of 68 travel agent employees, this study analyzed data using PLS-SEM. The study's results demonstrate that task characteristics have a positive and significant impact on user experience and task-technology fit. Task-technology fit also has a positive and significant impact on user experience, acting as a complementary mediator in the relationship between task characteristics and user experience. These findings provide practical implications for the management of travel agents in Bali to optimize the implementation of technology that is in line with the characteristics of employee duties, thereby improving operational efficiency and service quality in the face of the dynamics of the tourism industry.
Co-Authors Margareta Asri Sawitri Ni Made Sthita Prajnasya Diwyani