Tourist Loyalty Model Visiting Culinary Tourism Destinations

Heri Setiawan; Abd Hamid; Jusmawi Bustan; Ummasyroh

doi:10.23887/ijssb.v7i4.51516

Authors

Heri Setiawan Politeknik Negeri Sriwijaya, Palembang, Indonesia
Abd Hamid Politeknik Negeri Sriwijaya, Palembang, Indonesia
Jusmawi Bustan Politeknik Negeri Sriwijaya, Palembang, Indonesia
Ummasyroh Politeknik Negeri Sriwijaya, Palembang, Indonesia

DOI:

https://doi.org/10.23887/ijssb.v7i4.51516

Keywords:

loyalty, experience, destination quality, value perception, culinary

Abstract

Most of the culinary tourism destinations in Palembang City have not opened to serve visitors since the Covid-19 pandemic occurred in early 2020. This has an impact on the intensity of tourist visits to culinary tourism destinations in Palembang City which has decreased. Then, decrease in the culinary experience, cleanliness, comfort of culinary tourism destinations, and destination management services. The purpose of the study was to analyze the connection between the experience of tourists, value perception, destination quality, satisfaction, and tourist loyalty. The type of research is quantitative research with a causality approach. The population of the study is local travelers who have come to culinary tourism destinations in Palembang at least 2 times. Purposive sampling was used to determine the respondents with a sample of 216. Structural equations are used as a method of analysis. The outcomes of the study explain that there is no linear association betwixt tourist experience and satisfaction of tourists. Value of perception, destination quality, and satisfaction of tourists are linearly related. Tourist experience, destination quality, and tourist loyalty are not linearly related. Value perception and tourist loyalty are linearly related. Then, tourist satisfaction and tourist loyalty are linearly related. This research can be a reference for tourist destination managers to maintain the loyalty of tourists visiting culinary tourism destinations, and become a reference for the next research in destination marketing.

References

Abbasi, G. A., Kumaravelu, J., Goh, Y. N., & Singh, K. S. D. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing - ESIC, 25(2), 282–311. https://doi.org/10.1108/SJME-12-2019-0109. DOI: https://doi.org/10.1108/SJME-12-2019-0109

Abror, A., Wardi, Y., Trinanda, O., & Patrisia, D. (2019). The impact of Halal tourism, customer engagement on satisfaction: moderating effect of religiosity. Asia Pacific Journal of Tourism Research, 24(7), 633–643. https://doi.org/10.1080/10941665.2019.1611609. DOI: https://doi.org/10.1080/10941665.2019.1611609

Adhikari, A., & Bhattacharya, S. (2016). Appraisal of literature on customer experience in tourism sector: review and framework. Current Issues in Tourism, 19(4), 296–321. https://doi.org/10.1080/13683500.2015.1082538. DOI: https://doi.org/10.1080/13683500.2015.1082538

Alam, M. S., & Paramati, S. R. (2016). The impact of tourism on income inequality in developing economies: Does Kuznets curve hypothesis exist? Annals of Tourism Research, 61, 111–126. https://doi.org/10.1016/j.annals.2016.09.008. DOI: https://doi.org/10.1016/j.annals.2016.09.008

Ali, F., Ryu, K., & Hussain, K. (2016). Influence of Experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism. Journal of Travel and Tourism Marketing, 33(1), 85–100. https://doi.org/10.1080/10548408.2015.1038418. DOI: https://doi.org/10.1080/10548408.2015.1038418

Alrawadieh, Z., Alrawadieh, Z., & Kozak, M. (2019). Exploring the impact of tourist harassment on destination image, tourist expenditure, and destination loyalty. Tourism Management, 73, 13–20. https://doi.org/10.1016/j.tourman.2019.01.015. DOI: https://doi.org/10.1016/j.tourman.2019.01.015

An, S., Suh, J., & Eck, T. (2019). Examining structural relationships among service quality, perceived value, satisfaction and revisit intention for airbnb guests. International Journal of Tourism Sciences, 19(3), 145–165. https://doi.org/10.1080/15980634.2019.1663980. DOI: https://doi.org/10.1080/15980634.2019.1663980

Aşan, K., Kaptangil, K., & Gargacı Kınay, A. (2020). Mediating role of perceived festival value in the relationship between experiences and satisfaction. International Journal of Event and Festival Management, 11(2), 255–271. https://doi.org/10.1108/IJEFM-11-2019-0058. DOI: https://doi.org/10.1108/IJEFM-11-2019-0058

Azis, N., Amin, M., Chan, S., & Aprilia, C. (2020). How smart tourism technologies affect tourist destination loyalty. Journal of Hospitality and Tourism Technology, 11(4), 603–625. https://doi.org/10.1108/JHTT-01-2020-0005. DOI: https://doi.org/10.1108/JHTT-01-2020-0005

Basri, N. A. M. H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay Upscale Restaurant. Procedia-Social and Behavioral Sciences, 222, 324–331. https://doi.org/10.1016/j.sbspro.2016.05.175. DOI: https://doi.org/10.1016/j.sbspro.2016.05.175

Beerli-Palacio, A., & Martín-Santana, J. D. (2018). Cultural sensitivity: An antecedent of the image gap of tourist destinations. Spanish Journal of Marketing - ESIC, 22(1), 103–118. https://doi.org/10.1108/SJME-03-2018-002. DOI: https://doi.org/10.1108/SJME-03-2018-002

Castellanos-Verdugo, M., Vega-Vázquez, M., Oviedo-García, M. Á., & Orgaz-Agüera, F. (2016). The relevance of psychological factors in the ecotourist experience satisfaction through ecotourist site perceived value. Journal of Cleaner Production, 124, 226–235. https://doi.org/10.1016/j.jclepro.2016.02.126 DOI: https://doi.org/10.1016/j.jclepro.2016.02.126

Castillo Canalejo, A. M., & Jimber del Río, J. A. (2018). Quality, satisfaction and loyalty indices. Journal of Place Management and Development, 11(4), 428–446. https://doi.org/10.1108/JPMD-05-2017-0040. DOI: https://doi.org/10.1108/JPMD-05-2017-0040

Chang, L. L., F., Backman, K., & Chih Huang, Y. (2014). Creative tourism: a preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intention. International Journal of Culture, Tourism and Hospitality Research, 8(4), 401–419. https://doi.org/10.1108/IJCTHR-04-2014-0032. DOI: https://doi.org/10.1108/IJCTHR-04-2014-0032

Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12, 1–11. https://doi.org/10.1016/j.jdmm.2019.01.005. DOI: https://doi.org/10.1016/j.jdmm.2019.01.005

Chi, J. (2021). Revisiting the tourism-inequality nexus: evidence from a panel of developed and developing economies. Current Issues in Tourism, 24(6), 755–767. https://doi.org/10.1080/13683500.2020.1743243. DOI: https://doi.org/10.1080/13683500.2020.1743243

Chiu, W., Zeng, S., & Cheng, P. S. T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223–234. https://doi.org/10.1108/IJCTHR-07-2015-0080. DOI: https://doi.org/10.1108/IJCTHR-07-2015-0080

Cho, H., Joo, D., & Woosnam, K. M. (2020). Sport Tourists’ Team Identification and Revisit Intention: Looking at the Relationship through a Nostalgic Lens. Journal of Hospitality and Tourism Research, 44(6), 1002–1025. https://doi.org/10.1177/1096348020926550. DOI: https://doi.org/10.1177/1096348020926550

Chua, B. L., Lee, S., Goh, B., & Han, H. (2015). Impacts of cruise service quality and price on vacationers’ cruise experience: Moderating role of price sensitivity. International Journal of Hospitality Management, 44, 131–145. https://doi.org/10.1016/j.ijhm.2014.10.012. DOI: https://doi.org/10.1016/j.ijhm.2014.10.012

Coudounaris, D. N., & Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology & Marketing, 34(12), 1084–1093. https://doi.org/10.1002/mar.21048. DOI: https://doi.org/10.1002/mar.21048

Del Chiappa, G., Ladu, M. G., Meleddu, M., & Pulina, M. (2013). Investigating the degree of visitors’ satisfaction at a museum. Anatolia, 24(1), 52–62. https://doi.org/10.1080/13032917.2012.762317. DOI: https://doi.org/10.1080/13032917.2012.762317

Eusébio, C., & Vieira, A. L. (2013). Destination Attributes’ Evaluation, Satisfaction and Behavioural Intentions: a Structural Modelling Approach. International Journal of Tourism Research, 15(1), 66–80. https://doi.org/10.1002/jtr.877. DOI: https://doi.org/10.1002/jtr.877

Forgas‐Coll, S., Palau‐Saumell, R., Matute, J., & Tárrega, S. (2017). How Do Service Quality, Experiences and Enduring Involvement Influence Tourists’ Behavior? An Empirical Study in the Picasso and Miró Museums in Barcelona. International Journal of Tourism Research, 19(2), 246–256. https://doi.org/10.1002/jtr.2107. DOI: https://doi.org/10.1002/jtr.2107

Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2020). Determining factors of tourists’ loyalty to beach tourism destinations: a structural model. Asia Pacific Journal of Marketing and Logistics, 32(1), 169–187. https://doi.org/10.1108/APJML-08-2018-0334. DOI: https://doi.org/10.1108/APJML-08-2018-0334

Hossain, M. E., Quaddus, M., & Shanka, T. (2015). Effects of Intrinsic and Extrinsic Quality Cues and Perceived Risk on Visitors’ Satisfaction and Loyalty. Journal of Quality Assurance in Hospitality & Tourism, 16(2), 119–140. https://doi.org/10.1080/1528008X.2015.1013405. DOI: https://doi.org/10.1080/1528008X.2015.1013405

Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving tourist loyalty through destination personality, satisfaction, and identification. Journal of Business Research, 68(11), 2227–2231. https://doi.org/10.1016/j.jbusres.2015.06.002. DOI: https://doi.org/10.1016/j.jbusres.2015.06.002

Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives. International Journal of Contemporary Hospitality Management, 28(10), 2218–2246. https://doi.org/10.1108/IJCHM-04-2015-0192. DOI: https://doi.org/10.1108/IJCHM-04-2015-0192

Jalilvand, M. R., Salimipour, S., Elyasi, M., & Mohammadi, M. (2017). Factors influencing word of mouth behaviour in the restaurant industry. Marketing Intelligence & Planning, 35(1), 81–110. https://doi.org/10.1108/MIP-02-2016-0024. DOI: https://doi.org/10.1108/MIP-02-2016-0024

Jeong, Y., & Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940–960. https://doi.org/10.1108/APJML-02-2019-0101. DOI: https://doi.org/10.1108/APJML-02-2019-0101

Kim, H., Woo, E., & Uysal, M. (2015). Tourism experience and quality of life among elderly tourists. Tourism Management, 46, 465–476. https://doi.org/10.1016/j.tourman.2014.08.002. DOI: https://doi.org/10.1016/j.tourman.2014.08.002

Kim, J. H. (2018). The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction. Journal of Travel Research, 57(7), 856–870. https://doi.org/10.1177/0047287517721369. DOI: https://doi.org/10.1177/0047287517721369

Kim, K. H., & Park, D. B. (2017). Relationships among perceived value, satisfaction, and loyalty: Community-based ecotourism in Korea. Journal of Travel & Tourism Marketing, 34(2), 171–191. https://doi.org/10.1080/10548408.2016.1156609. DOI: https://doi.org/10.1080/10548408.2016.1156609

Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing & Management, 8, 373–384. https://doi.org/10.1016/j.jdmm.2017.08.002. DOI: https://doi.org/10.1016/j.jdmm.2017.08.002

Kim, S. H., Holland, S., & Han, H. S. (2013). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313–328. https://doi.org/10.1002/jtr.1877. DOI: https://doi.org/10.1002/jtr.1877

Kumar, V., & Kaushik, A. K. (2017). Achieving destination advocacy and destination loyalty through destination brand identification. Journal of Travel & Tourism Marketing, 34(9), 1247–1260. https://doi.org/10.1080/10548408.2017.1331871. DOI: https://doi.org/10.1080/10548408.2017.1331871

Le Chi, C. (2016). A formative model of the relationship between destination quality, tourist satisfaction and intentional loyalty: An empirical test in Vietnam. Journal of Hospitality and Tourism Management, 26, 50–62. https://doi.org/10.1016/j.jhtm.2015.12.002. DOI: https://doi.org/10.1016/j.jhtm.2015.12.002

Liu, X., Li, J., & Kim, W. G. (2017). The role of travel experience in the structural relationships among tourists’ perceived image, satisfaction, and behavioral intentions. Tourism and Hospitality Research, 17(2), 135–146. https://doi.org/10.1177/1467358415610371 DOI: https://doi.org/10.1177/1467358415610371

Loi, L. T. I., So, A. S. I., Lo, I. S., & Fong, L. H. N. (2017). Does the quality of tourist shuttles influence revisit intention through destination image and satisfaction? The case of Macao. Journal of Hospitality and Tourism Management, 32, 115–123. https://doi.org/10.1016/j.jhtm.2017.06.002. DOI: https://doi.org/10.1016/j.jhtm.2017.06.002

Manthiou, A., Lee, S., Tang, L., & Chiang, L. (2014). The experience economy approach to festival marketing: Vivid memory and attendee loyalty. Journal of Services Marketing, 28(1), 22–35. https://doi.org/10.1108/JSM-06-2012-0105. DOI: https://doi.org/10.1108/JSM-06-2012-0105

Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D., & Bjelic, M. (2014). The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing Intelligence and Planning, 32(3), 311–327. https://doi.org/10.1108/MIP-01-2013-0017. DOI: https://doi.org/10.1108/MIP-01-2013-0017

Moon, H., & Han, H. (2018). Destination attributes influencing Chinese travelers’ perceptions of experience quality and intentions for island tourism: A case of Jeju Island. Tourism Management Perspectives, 28, 71–82. https://doi.org/10.1016/j.tmp.2018.08.002. DOI: https://doi.org/10.1016/j.tmp.2018.08.002

Moon, K. S., Ko, Y. J., Connaughton, D. P., & Lee, J. H. (2013). A mediating role of destination image in the relationship between event quality, perceived value, and behavioral intention. Journal of Sport & Tourism, 18(1), 49–66. https://doi.org/10.1080/14775085.2013.799960. DOI: https://doi.org/10.1080/14775085.2013.799960

Pai, C. K., Liu, Y., Kang, S., & Dai, A. (2020). The Role of Perceived Smart Tourism Technology Experience for Tourist Satisfaction, Happiness and Revisit Intention. Sustainability, 12(16), 6592. https://doi.org/10.3390/su12166592. DOI: https://doi.org/10.3390/su12166592

Pandža Bajs, I. (2015). Tourist Perceived Value, Relationship to Satisfaction, and Behavioral Intentions: The Example of the Croatian Tourist Destination Dubrovnik. Journal of Travel Research, 54(1), 122–134. https://doi.org/10.1177/0047287513513158. DOI: https://doi.org/10.1177/0047287513513158

Prebensen, N. K., Woo, E., & Uysal, M. S. (2014). Experience value: antecedents and consequences. Current Issues in Tourism, 17(10), 910–928. https://doi.org/10.1080/13683500.2013.770451. DOI: https://doi.org/10.1080/13683500.2013.770451

Preko, A., Gyepi-Garbrah, T. F., Arkorful, H., Akolaa, A. A., & Quansah, F. (2020). Museum experience and satisfaction: moderating role of visiting frequency. International Hospitality Review, 34(2), 203–220. https://doi.org/10.1108/ihr-04-2020-0009. DOI: https://doi.org/10.1108/IHR-04-2020-0009

Prentice, C. (2013). Service quality perceptions and customer loyalty in casinos. International Journal of Contemporary Hospitality Management, 25(1), 49–64. https://doi.org/10.1108/09596111311290219. DOI: https://doi.org/10.1108/09596111311290219

Rajaratnam, S. D., Nair, V., Sharif, S. P., & Munikrishnan, U. T. (2015). Destination quality and tourists’ behavioural intentions: rural tourist destinations in Malaysia. Worldwide Hospitality and Tourism Themes, 7(5), 463–472. https://doi.org/10.1108/WHATT-06-2015-0026. DOI: https://doi.org/10.1108/WHATT-06-2015-0026

Rasoolimanesh, S. M., Seyfi, S., Rather, R. A., & Hall, C. M. (2022). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context. Tourism Review, 77(2), 687–709. https://doi.org/10.1108/TR-02-2021-0086. DOI: https://doi.org/10.1108/TR-02-2021-0086

Ratnasari, R. T., Gunawan, S., Mawardi, I., & Kirana, K. C. (2020). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing, 12(4), 864–881. https://doi.org/10.1108/JIMA-12-2019-0256. DOI: https://doi.org/10.1108/JIMA-12-2019-0256

Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: the case of an island destination. International Journal of Culture, Tourism, and Hospitality Research, 12(1), 106–123. https://doi.org/10.1108/IJCTHR-06-2017-0067. DOI: https://doi.org/10.1108/IJCTHR-06-2017-0067

Seetanah, B., Teeroovengadum, V., & Nunkoo, R. (2020). Destination Satisfaction and Revisit Intention of Tourists: Does the Quality of Airport Services Matter? Journal of Hospitality and Tourism Research, 44(1), 134–148. https://doi.org/10.1177/1096348018798446. DOI: https://doi.org/10.1177/1096348018798446

Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy: Cruisers’ experience, service convenience, values, satisfaction and revisit intention. International Journal of Quality & Reliability Management, 35(10), 2304–2327. https://doi.org/10.1108/IJQRM-07-2017-0135. DOI: https://doi.org/10.1108/IJQRM-07-2017-0135

Sie, L., Pegg, S., & Phelan, K. V. (2021). Senior tourists’ self-determined motivations, tour preferences, memorable experiences and subjective well-being: An integrative hierarchical model. Journal of Hospitality and Tourism Management, 47, 237–251. https://doi.org/10.1016/j.jhtm.2021.03.006. DOI: https://doi.org/10.1016/j.jhtm.2021.03.006

So, K. K. F., Kim, H., & Min, S. (2022). Creating customer value in the sharing economy: an investigation of Airbnb users and their tripographic characteristics. International Journal of Contemporary Hospitality Management, 34(1), 23–45. https://doi.org/10.1108/IJCHM-12-2020-1500. DOI: https://doi.org/10.1108/IJCHM-12-2020-1500

Soliman, M. (2021). Extending the Theory of Planned Behavior to Predict Tourism Destination Revisit Intention. International Journal of Hospitality & Tourism Administration, 22(5), 524–549. https://doi.org/10.1080/15256480.2019.1692755. DOI: https://doi.org/10.1080/15256480.2019.1692755

Song, Z., Su, X., & Li, L. (2013). The Indirect Effects of Destination Image on Destination Loyalty Intention Through Tourist Satisfaction and Perceived Value: The Bootstrap Approach. Journal of Travel & Tourism Marketing, 30(4), 386–409. https://doi.org/10.1080/10548408.2013.784157. DOI: https://doi.org/10.1080/10548408.2013.784157

Sthapit, E., Del Chiappa, G., Coudounaris, D. N., & Björk, P. (2020). Tourism experiences, memorability and behavioural intentions: a study of tourists in Sardinia, Italy. Tourism Review, 75(3), 533–558. https://doi.org/10.1108/TR-03-2019-0102. DOI: https://doi.org/10.1108/TR-03-2019-0102

Su, D. N., Nguyen, N. A. N., Nguyen, Q. N. T., & Tran, T. P. (2020). The link between travel motivation and satisfaction towards a heritage destination: The role of visitor engagement, visitor experience and heritage destination image. Tourism Management Perspectives, 34. https://doi.org/10.1016/j.tmp.2020.100634. DOI: https://doi.org/10.1016/j.tmp.2020.100634

Sun, X., Chi, C. G. Q., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 43, 547–577. https://doi.org/10.1016/j.annals.2013.04.006. DOI: https://doi.org/10.1016/j.annals.2013.04.006

Takata, K., & Hallmann, K. (2022). Sport fans’ nostalgia and revisit intention to stadiums during the Covid-19 pandemic. International Journal of Event and Festival Management, 13(4), 406–421. https://doi.org/10.1108/IJEFM-02-2022-0016. DOI: https://doi.org/10.1108/IJEFM-02-2022-0016

Wang, T. L., Tran, P. T. K., & Tran, V. T. (2017). Destination perceived quality, tourist satisfaction and word-of-mouth. Tourism Review, 72(4), 392–410. https://doi.org/10.1108/TR-06-2017-0103. DOI: https://doi.org/10.1108/TR-06-2017-0103

Widjaja, D. C., Jokom, R., Kristanti, M., & Wijaya, S. (2020). Tourist behavioural intentions towards gastronomy destination: evidence from international tourists in Indonesia. Anatolia, 31(3), 376–392. https://doi.org/10.1080/13032917.2020.1732433. DOI: https://doi.org/10.1080/13032917.2020.1732433

Wu, H. C. (2014). The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments. Asia Pacific Journal of Marketing and Logistics, 26(4), 540–565. https://doi.org/10.1108/APJML-03-2014-0049. DOI: https://doi.org/10.1108/APJML-03-2014-0049

Wu, H. C., & Li, T. (2017). A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioral intentions for heritage tourists. Journal of Hospitality & Tourism Research, 41(8), 904–944. https://doi.org/10.1177/1096348014525638. DOI: https://doi.org/10.1177/1096348014525638

Yamaguchi, S., Akiyoshi, R., Yamaguchi, Y., & Nogawa, H. (2015). Assessing the Effects of Service Quality, Past Experience, and Destination Image on Behavioral Intentions in the Spring Training Camp of a Japanese Professional Baseball Team. Journal of Convention and Event Tourism, 16(3), 228–252. https://doi.org/10.1080/15470148.2015.1043611. DOI: https://doi.org/10.1080/15470148.2015.1043611