Articles

Unveiling the Drivers of Tourist Loyalty: The Impact of Service Quality, Social Media Marketing, and Destination Image on Revisit Intention at Borobudur Temple, Indonesia

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This research explores the service quality, social media marketing, and destination image to assess how each significantly influences the tourists’ intention to revisit the Borobudur Temple, a cultural heritage site in Southeast Asia. This study is based on the theory of relationship marketing and destination branding and uses quantitative approach in the design of the research which employed SEM on survey data collected from 250 domestic and international visitors. The findings show that the social media marketing, as well as the service quality of the site, have both significant and positive influences on the intent to revisit and the image of the destination, while the destination image positively affects revisit intention. From this study, it can be concluded that it is critical to improve the service provided and the positive perception of the place using social media, especially in marketing and online brand promotion. In terms of theory, this study merges practice and digital marketing within the heritage tourism loyalty framework. Actionable strategies are provided to tourism policy makers and those responsible for marketing the region, stating that there should be a blend of excellent services on site and active online interaction to achieve tourist loyalty. The study recommends branding tailored to the expectation of the modern traveler, which is sensitive to culture but digitally connected. This research provides an empirical model aimed at reinforcing the intention to revisit cultural heritage sites which contributes to sustainable development of the destination.

Determinants of Inclusive Tourism in Borobudur Temple

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Inclusive tourism has gained increasing attention as a means to provide accessible and enriching experiences for diverse groups of visitors. This study aims to identify the determinants of inclusive tourism in Borobudur Temple, a renowned Buddhist heritage site in Indonesia, using a mixed-methods approach. The research integrates qualitative and quantitative methods, employing descriptive analysis, a survey with 305 respondents, validity and reliability assessments, as well as confirmatory factor analysis (CFA) and exploratory factor analysis (EFA) conducted with SPSS and JASP tools. The qualitative phase involves in-depth interviews and focus group discussions with various stakeholders. Following the qualitative phase, a survey is conducted to quantitatively measure the identified determinants of inclusive tourism. A structured questionnaire is administered to 305 visitors to Borobudur Temple, incorporating Likert-scale items related to the identified themes. Descriptive analysis is used to summarize the responses and provide an overview of visitors’ perceptions of inclusive tourism. The validity is assessed through content validity, ensuring the questionnaire items adequately represent the construct of inclusive tourism. Reliability is evaluated using internal consistency measures, such as Cronbach’s alpha, to examine the consistency and stability of the questionnaire’s items. Confirmatory factor analysis (CFA) is conducted to test the measurement model and assess the fit between the data and the proposed theoretical framework. Additionally, exploratory factor analysis (EFA) is employed to explore the underlying factor structure of the determinants of inclusive tourism, further refining the measurement model and identifying potential new factors or dimensions Additionally, exploratory factor analysis (EFA) is employed to explore the underlying factor structure of the determinants of inclusive tourism, further refining the measurement model and identifying potential new factors or dimensions.