The loyalty of rural tourism destination

Syahmardi Yacob,Ade Perdana Siregar,Erida Erida

doi:10.20525/ijrbs.v10i7.1404

Syahmardi Yacob, Ade Perdana Siregar + Show 1 more

Open Access

https://doi.org/10.20525/ijrbs.v10i7.1404

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Abstract

The tourism sector is currently developing rapidly, thereby aiding in the significant boost of Indonesia's economy. Tourist villages are among the natural tourism product portfolios provided to tourists, which the government adequately develops to become a new and attractive alternative tourist destination. For the short term, this research examines the loyalty of tourist village destinations as a perspective destination quality, satisfaction, and intentions of practice in Kerinci Regency, Jambi Province. In the long term, it is expected to increase tourist village destinations' loyalty in Jambi Province. This research was carried out in three selected villages, namely Lempur, Pendung Talang Genting, and Jernih Jaya, Kerinci Regency, Jambi Province. The findings and discussion concluded that tourist satisfaction influences tourist destination loyalty and behavioral intention. Meanwhile, the perceptions of the quality of tourism destinations influence tourists' loyalty and urge to return to the village. Tourism satisfaction also affects the loyalty of tourist village destinations. However, its perception in terms of quality can influence tourist loyalty.

Highlights

During the first tenure of the present administration, there was a significant growth on the national tourism industry
This study adopts the term tourist experience to characterize this research from a visitor's perspective, examine their views, which are regarded as essential factors for developing tourism destination loyalty. In accordance with this explanation, it is essential to carry out a research entitled "Loyalty of Rural Tourism Destination: A Perception of Destination Quality, Satisfaction, and Behavioral Intention in Kerinci Regency, Jambi Province, Indonesia." This research examines visitors' perceptions of rural tourism based on destination quality, satisfaction, and behavioral intentions that affect tourist loyalty
A research framework consists of variable constructs, namely perception of destination quality, tourist satisfaction, behavioral intention, and loyalty of rural tourism destinations, is formulated as follows

Summary

Introduction

During the first tenure of the present administration, there was a significant growth on the national tourism industry. Rural tourism is an important tool for enhancing local welfare and living standards (Peptenatu, Drăghici and Stoian, 2009; Pröbstl-Haider, Melzer and Jiricka, 2014; Aliman et al, 2016) This industry has experienced rapid growth and development over the last few years, irrespective of the several challenges as tourist destinations. Preliminary studies stated that there is an established relationship between service quality and customer loyalty It has never been thoroughly investigated in tourist destinations (Vinh & Long, 2013; Yang et al, 2014). The perceptions of the quality of destinations that affect tourists serve as a reference for rural tourism services actors It starts with the local government, tourism service providers, and managers of tourist attractions to determine policies and decisions based on their wants and needs, using the market approach (either driven or product-driven) in a tourist village (Batti and Baiquni, 2013). In accordance with this explanation, it is essential to carry out a research entitled "Loyalty of Rural Tourism Destination: A Perception of Destination Quality, Satisfaction, and Behavioral Intention in Kerinci Regency, Jambi Province, Indonesia." This research examines visitors' perceptions of rural tourism based on destination quality, satisfaction, and behavioral intentions that affect tourist loyalty

Literature Review

Result and Discussion

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Result

Conclusion