INDONESIA CULTURAL TOURISM DESTINATION EQUITY

Abstract

Cultural tourism destination has unique offerings compared with any other tourism sector because its cultural resource can attract visitors by giving them an authentic and novel cultural experience. However, there has been a lack of studies measuring cultural tourism destination equity, especially in Indonesia. This research aims to investigate the linkage of cultural tourism destination awareness, cultural tourism destination image, cultural tourism destination perceived quality, and cultural tourism destination loyalty. The data collected from 227 visitors of Garuda Wisnu Kencana Cultural Park Bali, Indonesia by using the convenience sampling method. The results show that there is a significant relationship between cultural tourism destination equity. The findings of this study provide a better understanding of the cultural tourism destination equity, which is insightful to increase the cultural tourism destination's sustainable development and competitive advantage.