Analisis Pengaruh Pengalaman Wisata yang Berkesan (Memorable Tourism Experience) terhadap Destination Loyalty

Abstract

Tourism is an activity to eliminate excessive satiety from daily activities. As an effort to eliminate satiety, tourism can be said to be a necessity for every individual. This is a good opportunity for tourism sector entrepreneurs to develop their business. In an increasingly developing era, competition in the tourism business sector is getting tighter. Business managers must have the right strategy to be able to survive and compete with their competitors. The goal to be achieved is to be able to create tourists who are loyal to the destinations they manage. Therefore, this research focuses on the factors that influence loyalty to a destination which can lead to business success. The aim of this research is to analyze the influence of memorable tourist experiences, destination image, place attachment on destination loyalty in the Semarang Old City area. The number of samples used in this research was 150 tourist respondents who had visited the Semarang Old City area. The data collection method was carried out by distributing questionnaires online and analyzed using the Structural Equation Modeling (SEM) method using the Analysis Moment of Structural (AMOS) 22 program. The results of the analysis showed that memorable tourist experiences, destination image and place attachment had a positive and significant influence towards tourist loyalty (destination loyalty).