The Role of Perceived Value on Tourist Loyalty: Case Study on Nature Tourism in Indonesia

Abstract

Tourist loyalty is the primary aspect to determine future visits. Loyalty is a form of connection between tourists and tourism destinations. Moreover, a loyal tourist will promote a certain destination to their colleague, therefore potentially enhance the number of visitors. Previous research affirms that the critical point to form loyalty is experience, accessibility, facilities, and perceived value. This research novelty aims to ensure the previous studies inconsistency on the relationship of experiential marketing, facilities, accessibility, and tourist loyalty. This study adopts the disconfirmation theory framework to discover comparison tourist's willingness to sacrifice and experience. High perceived value when visiting tourism destinations will affect tourist loyalty. This study involved 116 respondents who visited the Umbul Ponggok which represents nature tourism destination in Indonesia. The results showed that experiential marketing, facility, and accessibility have a direct influence on tourist loyalty, on the other hand, perceived value mediates the relationship of experiential marketing, facility, and accessibility to tourist loyalty. This study indicates that perceived value partially moderates independent variables to tourist loyalty. This study implies that there are tourists who are impressed by tourism destination with reasonable expenditure, thus forming loyalty. On the other hand, adequate facilities and tourist destinations access easily are contribute to shaping tourist loyalty.