The Effect of Destination Image, Service Quality on Tourist Loyalty through Quality of Experience with Moderation of Tourism Destination Marketing in Berau Regency, East Kalimantan

Abstract

Tourism Area in Berau Regency is one of the mainstay Tourism Destinations of East Kalimantan, even becoming Priority Tourism designated as the IKN (National Capital) Tourism Area. The mainstay tourism in Berau Regency is marine tourism which is already famous abroad. Marine tourism objects such as Derawan Island, Sangalaki Island, Kakaban Island, Maratua Island, Kaniungan Island, Biduk-biduk, Labuan Cermin, Sumbang Bay and many others that can still be developed. Tourism potential needs to be developed and promoted well massively so that it will be increasingly well-known both domestically and internationally, so that tourists decide to visit Berau Regency. The purpose of this study is to prove the influence of destination image, service quality on tourist loyalty through quality of experience with moderation of tourism destination marketing in Berau Regency, East Kalimantan.

The population in this study were all tourists who had visited and traveled in Berau Regency, East Kalimantan. This study used accidental sampling technique . The number of samples obtained was 182 respondents. The data collection technique in this study was by using a direct questionnaire. In this study, Structural Equation Modeling (SEM) with AMOS was used.

The results of the data analysis prove that the research results are as follows:

1) Destination image has a significant effect on the quality of tourist experience, 2) Destination image has no significant effect on tourist satisfaction, 3) Destination image has a significant effect on tourist loyalty, 4) Service quality has a significant effect on the quality of tourist experience, 5) Service quality has a significant effect on tourist satisfaction, 6) Service quality has a significant effect on tourist loyalty, 7) Tourist motivation has a significant effect on the quality of experience, 8) Tourist motivation has no significant effect on tourist satisfaction, 9) Tourist motivation has a significant effect on tourist loyalty, 10) Quality of experience has a significant effect on tourist loyalty, 11) Tourist satisfaction has a significant effect on tourist loyalty, 12) Destination marketing moderates the effect of quality of experience on tourist loyalty, 13) Destination marketing moderates the effect of tourist satisfaction on tourist loyalty in Berau Regency, East Kalimantan.