Pengujian Variabel Anteseden Loyalitas Destinasi Wisatawan Mancanegara Di Bali

  • I Putu Utama Sekolah Tinggi Pariwisata Nusa Dua Bali
DOI: https://doi.org/10.22225/wmbj.1.1.2019.33-44

Abstract

The aims of this study is to identify antecedent variables in the formation of tourist destination loyalty. The purposive sampling method was carried out on 180 foreign tourists in Bali in 2018, and data were analyzed by SEM. This study consisted of two exogenous variables and three endogenous variables, processed using Structure Equation Modeling (SEM) analysis techniques. Primary data collection is done by a valid and reliable questionnaire. The results of the analysis show that tourist trust is the most important antecedent in forming destination loyalty that plays a mediating role in the relationship of destination image, strategic impact of destination, and satisfaction with destination loyalty. In addition, it is also known that the destination image and strategic impact of the destination have a significant effect on satisfaction and trust. On the relationship of relational quality with destination loyalty it is known that satisfaction has no significant effect on destination loyalty. Trust in addition to having a significant effect on destination loyalty also plays a mediating role in the relationship of satisfaction and destination loyalty. The managerial implication of this finding is that tourist destination managers must maintain tourist trust in order to increase destination loyalty. Tujuan penelitian ini adalah mengidentifikasi variabel-variabel anteseden dalam pembentukan loyalitas destinasi wisata. Metode purposive sampling dilakukan pada 180 wisatawan mancanegara di Bali pada Tahun 2018, serta data dianalisis dengan SEM. Penelitian ini terdiri atas dua variabel eksogen dan tiga variabel endogen, diolah dengan menggunakan teknik analisis Structure Equation Modeling (SEM). Pengumpulan data primer dilakukan dengan kuesioner yang valid dan reliabel. Hasil analisis menunjukkan bahwa kepercayaan wisatawan merupakan anteseden terpenting dalam pembentukan loyalitas destinasi yang memainkan peran mediasi pada hubungan citra destinasi, dampak strategis destinasi, dan kepuasan dengan loyalitas destinasi. Selain itu juga diketahui citra destinasi dan dampak strategis destinasi berpengaruh signifikan terhadap kepuasan dan kepercayaan. Pada hubungan kualitas relasional dengan loyalitas destinasi diketahui kepuasan berpengaruh tidak signifikan terhadap loyalitas destinasi. Kepercayaan selain berpengaruh signifikan terhadap loyalitas destinasi juga memainkan peran mediasi pada hubungan kepuasan dan loyalitas destinasi. Implikasi manajerial atas temuan ini adalah para pengelola destinasi wisata harus mempertahankan kepercayaan wisatawan agar dapat meningkatkan loyalitas destinasi.

References

Aaker, D. (1992). The Value of Brand Equity. Journal of Business Strateg, 27–32.

Aaker, D. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102–120.

Alegre, J., & Cladera, M. (2009). Analyzing the Effect of Satisfaction and Previous Visits on Tourist Intentions to Return. European Journal of Marketing, 43(5/6), 670–685.

Assael, H. (1995). Consumer Behavior and Marketing Action. Edisi 7. United States of America: International Thompson Publishing.

Ballester, E. ., & Aleman, J. L. . (2005). Does Brand Trust Matter to Brand Equity? Journal of Product and Brand Management, 14(3), 187–196.

Belaid, S., & Behi, A. . (2011). The Role of Attachment in Building Consumer-Brand Relationships: An Empirical Investigation in the Utilitarian Consumption Context. Journal of Product and Brand Management, 20(1), 37–47.

Bigne, J. E., Sa´nchez, I., & Andreu, L. (2009). The Role of Variety Seeking in Short and Long Run Revisit Intentions in Holiday Destinations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 103–115.

Brun, I., Rajaobelina, L., & Line, R. (2014). Online Relationship Quality: Scale Development and Initial Testing. International Journal of Bank Marketing, 32(1), 5–27.

Chen, S. ., Jong, D., & Lai, M. . (2014). Assessing the Relationship between Technology Readiness and Continuance Intention in an e-Appointment System: Relationship Quality as A Mediator. Journal System-Level Quality Improvement, 38(76), 1–12.

Chuang, H. ., & Fan, C. J. (2011). The Mediating Role of Trust in the Relationship between e-Retailer Quality and Customer Intention of Online Shopping. African Journal of Business Management, 5(22), 9522 – 9529.

Davis, S. (2002). Brand Asset Management: How Businesses can Profit from the Power of Brand. Journal of Consumer Marketing, 19(4), 351 – 358.

Dortyol, I. T., Varinli, I., & Kitapci, O. (2014). How Do International Tourists Perceive Hotel Quality? International Journal Contemporary Hospitality Management, 26(3), 470 – 495.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior. An Introduction to Theory and Research. Philippines: Addison-Wesley Publishing Company.

Gaskill, A., & Winzar, H. (2013). Marketing metrics that contribute to marketing accountability in the technology sector. SAGE Open, 3(3), 1–10. https://doi.org/10.1177/2158244013501332

Grace, D., & O’Cass, A. (2005). Examining the Effects of Service Brand Communications on Brand Evaluation. Journal of Product and Brand Management, 14(2), 106 – 116.

Gronroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4–20.

Gummesson, E. (1994). Making Relationship Marketing Operational. International Journal of Service Industry Management, 5(5), 5–20.

Gursoy, D., Chen, J. S., & Chi, C. G.-Q. (2014). Theoretical Examination of Destination Loyalty Formation. International Journal of Contemporary Hospitality Management, 26(5), 809–827.

Holmlund, M., & Kock, S. (1996). Relationship Marketing: The Importance of Customer-Perceived Service Quality in Retail Banking. The Service Industries Journal, 16(3), 287–305.

Hsu, M. ., Huang, Y., & Swanson, S. (2010). Grocery Store Image, Travel Distance, Satisfaction and Behavioral Intentions. Evidence from a Midwest College Town. International Journal of Retail and Distribution Management, 38(2), 115 – 132.

Keller, K. . (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.

Knox, S., & Bickerton, D. (2003). The Six Conventions of Corporate Branding. European Journal of Marketing, 37(7), 998–1016.

Kotler, P., & Armstrong, G. (2007). Dasar-Dasar Pemasaran. Edisi 9. Jakarta: PT Indeks.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Edisi 12. Jakarta: PT Indeks.

Kuhne, B., Gellynck, X., & Wraver, R. D. (2013). The Influence of Relationship Quality on the Innovation Capacity in Traditional Food Chains. Supply Chain Management: An International Journal, 18(1), 52–65.

Lovelock, C. H., & Wright, L. K. (2007). Manajemen Pemasaran Jasa. Jilid II. Jakarta: PT Indeks.

Motion, J., Leitch, S., & Brodie, R. J. (2003). Equity in Corporate Co-Branding. The Case of Adidas and the All Blacks. European Journal of Marketing, 37(7), 1080–1094.

Murphy, J. (1988). Branding. Interbrand Group, PLC London.

Oliver, R. . (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460 – 469.

Olorunniwo, F., Hsu, M. ., & Udo, G. . (2006). Service Quality, Customer Satisfaction, and Behavioral Intentions in Service Factory. The Journal Services Marketing, 20(1), 59–72.

Qin, H., & Prybutok, V. . (2008). Determinants of Customer-Perceived Service Quality in Fast-Food Restaurant and Their Relationship to Customer Satisfaction and Behavioral Intentions. The Quality Management Journal, 15(2), 35–50.

Smith, J. (2003). Brand Metrics: The Key to Building Brand Strength and Venue. The Handbook of Business Strategy, MCB UP Ltd., 4(1), 326 – 333.

Soderlund, M. (2006). Measuring Customer Loyalty with Multi-Item Scale. A Case for Caution. International Journal of Service Industry Management, 17(1), 76–98.

Sun, X., Chi, C. G.-Q., & Xu, H. (2013). Developing Destination Loyalty: The Case of Hainan Island, China. Annals of Tourism Research, 43(1), 547–577.

Taylor, S. ., Peplau, L. ., & Sears, D. . (2009). Psikologi Sosial. Edisi 12. Jakarta: Prenada Media Group.

Torres-Moraga, E., Vásquez-Parraga, A. Z., & Zamora, J. (2008). Customer satisfaction and loyalty: Start with the product, culminate with the brand. Journal of Consumer Marketing, 25(5), 302–313.

Tsoukatos, E., & Rand, G. K. (2006). Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in Greek Insurance. Managing Service Quality, 16(5), 501–519.

Wood, L. (2000). Brands and Brand Equity: Definition and Management. Management Decision, 38(9), 662 – 669.

Yap, B. ., Ramayah, T., & Shahidan, W. N. . (2012). Satisfaction and Trust on Customer Loyalty: A PLS Approach. Business Strategy Series, 13(4), 154 – 167.

Yu, Y. ., & Dean, A. (2001). The Contribution of Emotional Satisfaction to Consumer Loyalty. International Journal of Service Industry Management, 12(3), 234 – 250.

Published
2019-03-12
How to Cite
Utama, I. P. (2019). Pengujian Variabel Anteseden Loyalitas Destinasi Wisatawan Mancanegara Di Bali. Warmadewa Management and Business Journal (WMBJ), 1(1), 33-44. https://doi.org/10.22225/wmbj.1.1.2019.33-44
Issue
Vol. 1 No. 1 (2019): Avaiable Online
Section
Articles
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. 
 All articles published Open Access will be immediately and permanently free for everyone to read and download.  We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons-Non Ceomercial-Attribution-ShareAlike (CC BY-NC-SA)
Abstract viewed = 190 times
PDF (Bahasa Indonesia) downloaded = 407 times