The Influence of Destination Image and Perceived Value through Visitor Satisfaction on Destination Loyalty at Mahakam Lampion Garden
DOI:
https://doi.org/10.55123/toba.v5i3.7044Kata Kunci:
Destination Image, Destination Loyalty, Perceived Value, Visitor SastisfactionAbstrak
Mahakam Lampion Garden is a family tourist destination on the banks of the Mahakam River that offers entertainment and education through lanterns and rides. In recent years, this destination has experienced a decline in visits and an increase in negative reviews. This quantitative study aims to analyze the influence of destination image, perceived value, and visitor satisfaction on destination loyalty. The research population consisted of visitors to Mahakam Lampion Garden, with a total sample of 119 respondents selected using purposive sampling with the criteria of visitors who had visited more than once, obtained directly using questionnaire. Data analysis used the SEM-PLS method with SMART-PLS version 4.0. The results of the study show: 1) Destination Image has a direct, positive, and significant effect on Visitor Satisfaction and Destination Loyalty; 2) Perceived Value has a direct, positive, and significant effect on Visitor Satisfaction and Destination Loyalty; 3) Visitor Satisfaction has a direct, positive, and significant effect on Destination Loyalty; 4) Destination Image has a positive and significant effect on Destination Loyalty through Visitor Satisfaction; 5) Perceived Value has a positive and significant effect on Destination Loyalty through Visitor Satisfaction. This study reinforces the importance of destination image, perceived value, and visitor satisfaction in strengthening visitors loyalty intentions towards a destination. It is recommended that managers improve destination image by providing experiences that meet image expectations and enhance perceived value through quality services that are balanced with visitor sacrifices. This can increase visitor satisfaction, which ultimately strengthens visitors loyalty intentions towards a destination.
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