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

/in /by

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.

Pro-Environmental Behavior on Relegic Tourism Attraction: A Review of Eliciting Awe, Destination Image and Tourist Satisfaction

/in /by

As a sector that regularly outgrows the world economy, the tourism industry faces the challenge of minimizing its negative impact on the environment. Tourist destinations that become tourist attractions in Bali are very diverse and interesting to visit. One of them is the temple. The most frequent temples that are visited by tourists are Lempuyang Dasar, Uluwatu, Besakih, and Tirta Empul temples. To maintain the sanctity and environment of the temple, it is necessary for tourists to behave pro-environmentally. In order to maintain the temple’s environment and its beauty, it is necessary for visitors to always behave green or pro-environmental behavior (PEB), this is intended so that tourists who uphold sustainable behavior and do so with an environmentally friendly message strategy PEB is a person’s behavior to minimize negative impacts on nature and is categorized as a tool for sustainable tourism management. The aims of this study are to (1) analyze pro-environmental behavior on religious tourism attractions; and (2) identify the effect of eliciting AWE, destination image, and tourist satisfaction on pro-environmental behavior of tourists on religious tourism attractiveness. This study uses a quantitative analysis approach that adopts Partial Least Square (PLS). The specific aim of the research is to analyze the pro-environmental behavior of tourists in increasing environmental sustainability in the attractiveness of religious tourism in Bali. The results show that AWE has a significant effect on PEB. CS has a significant effect on PEB. DI has a significant effect on PEB. CS has a higher influence than the AWE and DI variables directly on the PEB variable.