ANALYSING DESTINATION EXPERIENCE, SATISFACTION AND LOYALTY OF DOMESTIC TOURISTS: A CASE STUDY OF BALI, INDONESIA
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ANALYSING DESTINATION EXPERIENCE, SATISFACTION AND LOYALTY OF DOMESTIC TOURISTS: A CASE STUDY OF BALI, INDONESIA
Yuliana
Hospitality and Tourism Management, Faculty of Business, Bina Nusantara University
ABSTRACT
Domestic tourism contributes substantially to the economy of a nation. Domestic tourism in Bali, Indonesia, has been growing rapidly in the past few years, and since Bali’s economy relies heavily on tourism, it is essential to maintain its long-term viability as a tourist destination. The aim of this research is to measure domestic tourists’ satisfaction and loyalty based on their overall destination experience, in Bali. It also examines the relationship between destination experience, reflected by experience with destination environment and service infrastructure, satisfaction, and loyalty, as reflected by intention to return and intention to share positive WOM. Different analysis such as descriptive analysis and confirmatory factor analysis (CFA) was employed to answer the objectives of this research. The results of study indicated tourists were highly satisfied with their travel experience in Bali and they intend to visit the destination again. They were also willing to share positive WOM with others regarding Bali.
Keywords: Bali, destination experience, loyalty, service infrastructure, satisfaction, quantitative