Tourist Loyalty Based on Destination Image, Tourist Motivation and Tourist Satisfaction

Eny Endah Pujiastuti ([Scopus Author ID:57195837348] Department of Business Administration, UPN Veteran Yogyakarta)
Hastho Joko Nur Utomo (UPN “Veteran Yogyakarta)
Lintang Laily Nurharumi
Dyah Widowati (Politeknik NSC Surabaya)

Jurnal Bisnis dan Manajemen
Vol 10, No 1 (2023): Jurnal Bisnis dan Manajemen Volume 10 Nomor 1 Tahun 2023

This study aims to analyze the relationship between destination image, motivation, tourist satisfaction, and tourist loyalty. Data was collected by questionnaire with a sample of 118 tourists who had visited Seribu Batu Songgo Langit tourist destination at least twice with the age of 15-39 years old. SEM analysis is used to test the hypotheses in the proposed conceptual model. Destination Image has a significant influence on Tourist Satisfaction and Tourist Loyalty; Tourist Motivation has a significant influence on Tourist Satisfaction and Tourist Loyalty; Tourist Satisfaction has a significant influence on Tourist Loyalty; Destination Image influence Tourist Loyalty through Tourist Satisfaction; Tourist Motivation influence Tourist Loyalty through Tourist Satisfaction. This study can be useful in the field of tourism/in the area of tourism, both natural and artificial tourism. Novelty/Originality of this study: The results of this study were explored using brand equity theory