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Andhatu Achsa
Universitas Tidar
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Journal : Jurnal Manajemen dan Pemasaran Jasa

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Examining a model of tourist loyalty in homestay tourism village balkondes Borobudur area in the new normal period Ivo Novitaningtyas; Dian Marlina Verawati; Andhatu Achsa
Jurnal Manajemen dan Pemasaran Jasa Vol. 14 No. 2 (2021): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2629.755 KB) | DOI: 10.25105/jmpj.v14i2.9083

Abstract

Tourism business is affected by Pandemic Covid-19. Tourist loyalty was proven as an important key for the recovery of tourism business, including homestays in tourism villages. Therefore, this study aims to examine the model of tourist loyalty in homestays tourism village Balkondes Borobudur area in the new normal period. The quantitative study was conducted by developing a questionnaire to get primary data from 100 respondents who have stayed in a homestay tourism village Balkondes Borobudur area in the new normal period more than once as samples. Data were analyzed by Structural Equation Model (SEM) with AMOS, and Sobel Test to examine the mediation effect. The results show that service quality and image has a positive and significant effect on tourist satisfaction, tourist trust, and tourist loyalty. Moreover, tourist satisfaction and tourist trust proved that these variables mediate the relationship between service quality and tourist loyalty, and between image and tourist loyalty. The results have implications for the homestay tourism village manager to improve the quality of services based on health protocols and CHSE, communicate a positive image to guests through a marketing communication mix, to increase guest satisfaction and trust. Thus, it is hoped that the guests who have stayed will become loyal guests so that the business can survive and be sustainable. This study extends the literature related to the implementation of the tourist loyalty model in the hospitality and tourism industry, especially homestays in tourism villages.
Co-Authors Astin Arofah Budi Rahardjo Budi Rahardjo Clarisa Alfa Lionora Destiningsih, Rian Dewi Rosita Diar Marlina Verawati Dinar Melani Hutajulu Fitrah Sari Islami Galuh Tiyasherlinda Hasan Atmajaya Hasan Surya Atmaja Henrikus Egha Hanintyas Widiastomo Hermanto, Wachid Hesti Fitrianingsih hirawati, heni Hutama, Revanza Harviananda Islami, Fitrah Sari Jurni Hayati Khairul Ikhwan Kurnianingsih Kurnianingsih Kusumawardani, Berlian Hema Lathif, Muhammad Zaki Lauren Zahra Holdenianda Liya Rizki Dewi Astutik Mudinillah, Adam Muhamad Rio Putrananda Novitaningtyas, Ivo Nugroho, Ramadhani Lukman Nurmalasari, Fitri Pramudianti, Ulfa Rahma Purwita Sari, Dian Putri, Nida Aprilia Rr Retno Sugiharti Shintya Novita Rahmawati Sijabat, Yacobo P Sugiharti, Rr. Retno Syah, Bayu Erdian Trisyaningsih, Melati Verawati, Dian Marlina Vina Al Azizah Wibisono, Hamdan Berlian Yacobo P. Sijabat Yacobo P. Sijabat Yustirania Septiani Zuhrotul Maghfiroh