How Critical is Tourism Engagement in Determining Traveller Loyalty?

Abstract

Objective: This research aims to determine the relationship between Emotional and Recreational Experience on Customer Engagement and the relationship between Customer Engagement on Destination Loyalty and satisfaction felt while traveling. Method: This research is survey research, with the sample research consisted two parts respondent's criteria, the first part included 180 respondents from the mountaineering community who had climbed Mount Lawu and Mount Merbabu, and the second part consisted of 180 respondents who had visited the Prambanan Temple and Borobudur Temple tourist attractions. Primary data collection in this research was carried out using a questionnaire. The data analysis technique in this research uses the multivariate Structural Equation Model (SEM) method with the Smart PLS3 program Results and Discussion: From the model, five significant hypothesized paths are the influence of emotional experiences on customer engagement, the influence of recreational experiences on customer engagement, the influence of between customer engagement on destination loyalty through, and the influence of customer engagement on destination loyalty. The results of further analysis of the role of satisfaction on destination loyalty show that higher tourist satisfaction leads to higher destination loyalty, which encourages tourists to revisit the destination and recommend the destination to others. Conclussion: This research concludes that emotional and recreational experiences can increase customer engagement with tourists who visit tourist destinations.