Unlocking Loyalty: The Power of Local Culture in Bali Tourism
Abstract
This article examines the influence of local culture on tourist loyalty, focusing on a case study in Bali, Indonesia. Through a quantitative approach, this study uses structural equation modelling (SEM) with smart partial least squares (PLS) to analyse data from a survey involving 276 tourists. This study identifies and measures the direct impact of two independent variables, namely local ‘cultural richness’, and ‘cultural interaction’, on destination loyalty, with ‘tourist satisfaction’ as the mediating variable and ‘previous travel experience’ as the moderating variable. The results show that local cultural richness and cultural interaction have a significant influence on tourist satisfaction, which in turn affects destination loyalty. Nonetheless, previous travel experience has proven not to moderate the relationship between tourist satisfaction towards destination loyalty (? = -0.021). These findings provide valuable insights for destination managers and policymakers in developing marketing strategies that focus on local culture to increase tourist loyalty.
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References
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Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of Marketing Theory and Practice, 16(4), 287–298. https://doi.org/10.2753/MTP1069-6679160402
Dienaputra, R. D. (2023). A prospective historical analysis of multiculturalism in Indonesia: A case of West Java. Kasetsart Journal of Social Sciences, 44(4), 1147–1154. https://doi.org/10.34044/j.kjss.2023.44.4.19
Eröz, S. S., Uğurlu, K., & Ay, A. (2023). Investigation of local people’s perceptions of festival tourism with cultural interaction dimensions. In Managing Festivals for Destination Marketing and Branding (pp. 263–284). https://doi.org/10.4018/978-1-6684-6356-7.ch017
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables. Journal of Marketing Research, XVIII(February), 39–50.
Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Pearson.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
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Hung, V. V., Dey, S. K., Vaculcikova, Z., & Anh, L. T. H. (2021). The influence of tourists’ experience on destination loyalty: A case study of Hue City, Vietnam. Sustainability, 13(16), 8889. https://doi.org/10.3390/su13168889
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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
Kim, H., & Jamal, T. (2007). Touristic quest for existential authenticity. Annals of Tourism Research, 34(1), 181–201. https://doi.org/10.1016/j.annals.2006.07.009
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
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260–269. https://doi.org/10.1177/004728750003800308
Kusumah, E. P. (2024). Sustainable tourism concept: tourist satisfaction and destination loyalty. International Journal of Tourism Cities, 10(1), 166-184. https://doi.org/10.1108/IJTC-04-2023-0074
Leong, A. M. W., Yeh, S.-S., Zhou, Y., Hung, C.-W., & Huan, T.-C. (2024). Exploring the influence of historical storytelling on cultural heritage tourists’ value co-creation using tour guide interaction and authentic place as mediators. Tourism Management Perspectives, 50. https://doi.org/10.1016/j.tmp.2023.101198
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Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research. https://www.sciencedirect.com/science/article/pii/S0160738320300232
Lv, X., Li, C. S., & McCabe, S. (2020). Expanding theory of tourists’ destination loyalty: The role of sensory impressions. Tourism Management, 77. https://doi.org/10.1016/j.tourman.2019.104026
MacKinon, D. P., Cheong, J., & Pirlott, A. G. (2012). Statistical Mediation Analysis. In H. Cooper (Ed.), APA Handbook of Research Methods in Psychology (Vol. 2, pp. 313–331).
Mayuzumi, Y. (2022). Is meeting the needs of tourists through ethnic tourism sustainable? Focus on Bali, Indonesia. Asia-Pacific Journal of Regional Science, 6(1), 423–451. https://doi.org/10.1007/s41685-021-00198-4
McKercher, B., & Du Cros, H. (2002). Cultural Tourism: The partnership between tourism and cultural heritage management. In The Haworth Hospitality Press. https://doi.org/10.1002/jtr.414
Mihardja, E. J., Widiastuti, T., & Agustini, P. M. (2020). Developing city branding strategy of ternate in North Moluccas-Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 36(2), 364–379. https://doi.org/10.17576/JKMJC-2020-3602-22
Nguyen, K. T. T., Murphy, L., Chen, T., & Pearce, P. L. (2024). Let’s listen: the voices of ethnic villagers in identifying host-tourist interaction issues in the Central Highlands, Vietnam. Journal of Heritage Tourism. https://doi.org/10.1080/1743873X.2023.2259512
Nguyen Viet, B., Dang, H. P., Nguyen, H. H., & Foroudi, P. (2020). Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1796249
Nobre, H., & Sousa, A. (2022). Cultural heritage and nation branding–multi stakeholder perspectives from Portugal. Journal of Tourism and Cultural Change, 20(5), 699-717. https://doi.org/10.1080/14766825.2021.2025383
Nunnally, J., & Bernstein, I. (1994). Psychometric-Theory 3rd Edition. Mc. Graw Hill.
Oliver, R. L. (2015). Satisfaction: A Behavioural Persective on The Consumer (2nd ed.). Routledge.
Patwardhan, V., Ribeiro, M. A., Payini, V., Woosnam, K., Mallya, J., & Gopalakrishnan, P. (2020). Visitors’ Place Attachment and Destination Loyalty: Examining the Roles of Emotional Solidarity and Perceived Safety. Journal of Travel Research, 59, 21–23. https://doi.org/10.1177/0047287518824157
Pearce, P. L. (2005). Tourist Behavior : Themes and Conceptual Schemes (1st ed.). Cromwell Press.
Pechlaner, H., Bialk-Wolf, A., & Zacher, D. (2015). The role of cultural activities in tourism development: An urban-rural perspective. Tourism, Culture and Communication, 15(1), 47–58. https://doi.org/10.3727/109830415X14339495039450
Picard, M., & Madinier, R. (2011). The politics of religion in Indonesia: Syncretism, orthodoxy, and religious contention in Java and Bali. In The Politics of Religion in Indonesia: Syncretism, Orthodoxy, and Religious Contention in Java and Bali. https://doi.org/10.4324/9780203817049
Putra, I. N. D., & Hitchcock, M. (2021). Bali Imagined in the Context of Tourism. E-Journal of Tourism, 8(2), 197. https://doi.org/10.24922/eot.v8i2.77749
Putra, I. N. D., Verheijen, B., Ardika, I. W., & Yanthy, P. S. (2021). Affinity tourism and exotic tourism in Bali. The Chinese and Indian tourist gaze in the Garuda Wisnu Kencana Park. Journal of Tourism and Cultural Change, 19(4), 427–443. https://doi.org/10.1080/14766825.2020.1797063
Ribeiro, M. A., Woosnam, K., Pinto, P., & Silva, J. A. (2018). Tourists’ Destination Loyalty through Emotional Solidarity with Residents: An Integrative Moderated Mediation Model. Journal of Travel Research, 57, 279–295. https://doi.org/10.1177/0047287517699089
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12–21. https://doi.org/10.1016/j.jhtm.2018.03.005
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
Setiawan, H., Hamid, A., Bustan, J., & Ummasyroh. (2023). Tourist Loyalty Model Visiting Culinary Tourism Destinations. International Journal of Social Science and Businesses, 7(4). https://doi.org/https://doi.org/10.23887/ijssb.v7i4.51516
Setyari, N. P. W., Widanta, A. B. P., Sarjana, I. M. B., & Gupta, A. A. A. C. (2020). Leading Sectors that Drive the Economy of Bali during the COVID-19 Pandemic. Jurnal Kajian Bali (Journal of Bali Studies), 12(10), 280–301. https://doi.org/10.24843/JKB.2022.v12.i01.p14
Sharmiladevi, J. C., & Rameshraj, S. (2017). Identifying tourist satisfaction in cultural heritage destinations-a factor analysis approach. International Journal of Leisure and Tourism Marketing, 5(4), 338-350. https://doi.org/10.1504/IJLTM.2017.087511
Smith, V. L., & Brent, M. (2001). Hosts and guests revisited: tourism issues of the 21st century. In Department of Anthropology California State University (Vol. 10, Issue 10).
Stylidis, D., Woosnam, K. M., & Tasci, A. D. (2022). The effect of resident-tourist interaction quality on destination image and loyalty. Journal of Sustainable Tourism, 30(6), 1219-1239. https://doi.org/10.1080/09669582.2021.1918133
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Published
2024-10-04
How to Cite
PUTRA SUARTHANA, I Ketut et al.
Unlocking Loyalty: The Power of Local Culture in Bali Tourism.
Jurnal Kajian Bali (Journal of Bali Studies), [S.l.], v. 14, n. 2, p. 498-521, oct. 2024.
ISSN 2580-0698.
Available at: <https://ojs.unud.ac.id/index.php/kajianbali/article/view/118019>. Date accessed: 02 nov. 2024.
doi: https://doi.org/10.24843/JKB.2024.v14.i02.p09.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
