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 Confrence on Tourism and Entrepreneurship, "Promoting Innovation as a Survival Strategy for Tourism Business and Development in Covid-19 Pandemic", 15-16 December 2021, Jakarta.
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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 Made Bayu Wisnawa |
| Date Deposited: | 04 Jan 2022 01:41 |
| Last Modified: | 04 Jan 2022 01:41 |
| URI: | http://eprints.triatmamulya.ac.id/id/eprint/503 |
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