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All Journal SENTRALISASI The Eastasouth Management and Business Jurnal Pengabdian West Science Science Information System and Technology Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Gilang Pranajasakti
Universitas Muhammadiyah Ahmad Dahlan Cirebon
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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The Mediating Role of Tourism Brand Co-Creation Behaviour in Linking Tourist and Operator Resources to Tourist Satisfaction and Loyalty Diddo Adding Adove; Gilang Pranajasakti; Fahad Ramadhan; Erlangga Surya Kusuma
SENTRALISASI Vol. 16 No. 1 (2027): January
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v16i1.6141

Abstract

Tourism increasingly depends on value that tourists and service providers build together, because such joint interaction raises tourist satisfaction and loyalty. Drawing on Service-Dominant Logic, this research tests how tourist operant resources (self-efficacy and tourist expertise) and operator operant resources (co-creation operator and service quality) influence Tourism Brand Co-Creation Behavior (TBCB), tourist satisfaction, and tourist loyalty, and whether TBCB mediates the path to satisfaction. A causal-explanatory design was applied to 526 respondents, selected purposively, who had been to the Ubud area of Bali during the previous 12 months. The data were processed through Structural Equation Modeling (SEM) in AMOS 24. The findings show that each of the four antecedents significantly and positively affects both TBCB and tourist satisfaction; TBCB in turn raises satisfaction, and satisfaction raises loyalty. According to the Sobel test, TBCB significantly mediates the link between every antecedent and satisfaction. Since the direct effects also remain significant, the mediation is complementary (partial) and not full. 
Co-Authors Ahmad Zaelani Adnan Arnes Yuli Vandika Diddo Adding Adove Dimas Realino Erlangga Surya Kusuma Fahad Ramadhan Firda Mokodongan Loso Judijanto Mazi Nurazmi Muhamad Risal Tawil Nova Ch. Mamuaya Ruswati Ruswati Ucha Indra Gunawan Wahyuni Sri Astutik