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Journal : Journal of Applied Sciences in Travel and Hospitality

Factors influencing tourist loyalty to Nusa Penida during the post-COVID-19 recovery period Suardana, I Wayan; Piartrini, Saroyeni; Ariani, Ni Made; Saputra, I Gede Gian
Journal of Applied Sciences in Travel and Hospitality Vol. 8 No. 2 (2025): JASTH: Journal of Applied Sciences in Travel and Hospitality
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v8i2.137-148

Abstract

This study examines the interplay between destination image, social media influencers, and tourist motivation in shaping tourist loyalty during the post-COVID-19 recovery period. Anchored in the context of Nusa Penida—a rapidly emerging coastal ecotourism destination in Bali—this research develops a behavioral loyalty framework relevant to nature-based tourism. Employing a quantitative design, data were collected through a structured online survey administered to 250 international tourists who had previously visited Nusa Penida. Given the unknown population size, quota sampling was applied, and data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The findings reveal that social media influencers exert the most substantial direct influence on tourist loyalty, followed by the mediating roles of destination image and tourist motivation. These results underscore the significance of digital storytelling, perceived destination quality, and emotional engagement in fostering revisit intentions, particularly among younger, digitally active travelers. Theoretically, this study contributes to the tourism behavior literature by integrating influencer dynamics into a multi-construct loyalty model, which explains 61.3% of the variance in tourist loyalty. Practically, the research offers strategic insights for destination marketers, emphasizing the importance of authentic influencer collaborations and emotionally resonant digital experiences to strengthen destination competitiveness. From a managerial perspective, the findings highlight the necessity of leveraging targeted digital engagement strategies. Future research should explore cross-generational and cross-cultural variations in tourist responses to influencer-driven content, as well as comparative platform effectiveness across different destination typologies.
Co-Authors Abdul Manan Achjar, Komang Ayu Henny Adirinata, I Komang Pasek Agus Sri Lestari Amrulloh, Muhammad Faqih Anak Agung Gde Bagus Udayana Andi Isma Lestari Amin, Andi Isma Ardika, I Gusti Ngurah Putu Ari Yuniastuti Aribaten, Ni Nengah Zinnia Arimbawa, I Gede Artayani, Ida Ayu Gede Asyauqi Ilham Perdana, Asyauqi Ilham Bambang Sumiarto Bq Nurlita Anugrah BUDI SETIADI DARYONO Budi Setiadi Dayono Chandra Yowani D. A. Widiasih Denny Widaya Lukman Devi Dwi Jayanti Dewa Gede Agung Widyadnyana Dewa Putu Oka Prasiasa Dewi, Ni Putu Diah Trisna Dewintasari, Ni Nyoman Paramitha Dwi Lestari Dyah Ayu Widiasih Dyah Ayu Widiasih Dyah Ayu Widiasih Eka Putri Suryantari Emmanuella Felice’anna Dije Karisoh Febrianti, Andri Nurdiana Franciska, Juliana Gama, I Ketut Gama, Ketut Gede Arimbawa, I Made Hana Kristal Alamanda Septiara Harini, I Gusti Ayu Hartati, Ni Nyoman Henny Achjar, Komang Ayu I Dewa Made Sukrama I G. Wijana I Gede Gian Saputra, I Gede I Gusti Agung Ayu Suartini I Gusti Made Krisna Erawan I Gusti Putu Bagus Sasrawan Mananda I Ketut Adi Sugita I Ketut Mangku Budiasa I Ketut Muka I Ketut Suada I Ketut Suardana I Ketut Suatha I Komang Gede Wiryawan I Made Adikampana, I Made I Made Kardena I Made Sukada I Made Sukarja I Made Walesa Putra I Nengah Kerta Besung I Nengah Sujaya I Nengah Wirakesuma, I Nengah I Nyoman Ariana I Nyoman Suarsana I Nyoman Sudiarta I Nyoman Sukma Arida I Nyoman, suardina I Putu Sampurna I Putu Sudiarta I Wayan Adnyana I Wayan Mustika I Wayan Seriyoga Parta I. H. U Utama Ida Bagus Ngurah Swacita Iga Prassetyo Adji, Iga Prassetyo INDAYATI LANYA Iwan Harjono Utama Karuni, Ni Kadek Khamid Yusuf Baehaqi, Khamid Yusuf Komang Januartha Putra Pinatih Kondra, I Wayan Korbinianus Feribertus Rinca Kumalasari, Ni Putu Putri Laba, I Nyoman MAS DJOKO RUDYANTO Meitisrilatifatulain Fitriadewi Mariana Mertanadi, I Made Michael Haryadi Wibowo Mita Ekamelinda Ngurah, I Gusti Ketut Gede Ngurah, IGK Gede Ni Kadek Lyming Lestari Ni Ketut Suwiti Ni Luh Sustiawati Ni Luh Watiniasih Ni Made Ariani Ni Made Ayu Aryati Dinarini Ni Made Ruastiti Ni Putu Ratna Sari Nuria Fitrianti Putri Nyoman Dewi Pebryani NYOMAN SEMADI ANTARA Oktivia Chandra Mustika, Oktivia Chandra P. Sampurna Padmi, Luh Sri Anggayoni Julia Piartrini, Saroyeni Pitriyantini, Putu Eka Pramesti, Kadek Diah Pratiwi, Ida Ayu Windhari Kusuma Putra, I Kadek Aldi Margareta Perdana Putu Ayu Sisyawati Putriningsih Putu Cahaya Semesta Putu Januari Ratna Apsari Putri R Susanti Raharjo, Anis Rasdianah Rasdianah Remawa, Anak Agung Gede Rai Reny Navtalia Sinlae Rian Ka Praja Ribek, Nyoman Richard Christian Daud Ruspawan, Dewa Made Ruta, I Made Satriawati, Ni Nyoman Ayu Siti Helmyati Sri Anggreni Lindawati Sri Wahyuni Suarya Putra, I Nyoman Agus Sudiantara, I Ketut Sudiantara, Ketut Suharsono, Hamong Sukoco, Hendro Sunatha Putra, Agus Surya, I Kadek Adi Tjokorda Sari Nindhia Totton, Mary Louise Victor Bangun Mulia Wahyu Hananto, Wahyu Wayan Tunas Artama Wayan Tunas Artama Widya Asmara Wilantari, Ni Nyoman Ayu Wulandari, Andi Dewi Wulandari, Kadek Dina Yan Ramona Yuli Darmawan, Yuli Yunita Sri Hastuti, Yunita Sri