Wisnawa, I Made Bayu Wisnawa and Prayogi, Putu Agus and Sutapa, I Ketut (2021) Restoring Tourism Business Through Tourist Brand Loyalty and Rural Tourism Development. In: The 3rd International Conference on Tourism and Entrepreneurship (ICTE) 2021.
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Abstract
Tourist loyalty is the ultimate goal and the primary key in surviving and winning the competition between tourist destinations. In the Covid-19 pandemic situation, the government implemented a new normal policy to turn the wheels of the economy in line with health efforts while at the same time restoring the pulse of tourism which had stopped in Bali. One of the government policies to revive tourism is to develop rural tourism because there is a change in the tourism market segment from mass tourism to special interest tourism in the new normal era. The research was conducted in Belimbing Village, Pupuan District, Tabanan Regency. The number of respondents used as many as 200 people who have visited at least twice. This research uses structural equation modeling (SEM) Amos 24.00 and focuses on group discussion. The results showed that the loyalty model of tourists visiting Bali in the New Normal era was formed by: i) service quality, ii) brand image, iii) Brand awareness, iv) and customer satisfaction. Customer satisfaction is the strongest predictor, ii) tourism development includes: increasing the ability of human tourism resources and e-marketing. The study's limitations have not been able to represent the entire tourist market segment, especially foreign tourists. The results of this study contribute to tourism science, especially in the development of brand loyalty theory.
Keywords: brand loyalty, brand image, customer satisfaction, rural tourism, covid-19
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Depositing User: | I Ketut Sutapa |
| Date Deposited: | 09 May 2023 05:38 |
| Last Modified: | 09 May 2023 05:38 |
| URI: | http://eprints.triatmamulya.ac.id/id/eprint/2032 |
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