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The loyalty of rural tourism destination: A perspective of destination quality perception, satisfaction, and behavior intention in Indonesia

Author

Listed:
  • Syahmardi Yacob

    (Faculty of Economics and Business, University of Jambi)

  • Erida Erida

    (Universitas Jambi)

  • Ade Perdana Siregar

    (Universitas Jambi)

Abstract

The tourism sector is currently developing rapidly, thereby aiding in the significant boost of Indonesia's economy. Tourist villages are among the natural tourism product portfolios provided to tourists, which the government adequately develops to become a new and attractive alternative tourist destination. For the short term, this research examines the loyalty of tourist village destinations as a perspective destination quality, satisfaction, and intentions of practice in Kerinci Regency, Jambi Province. In the long term, it is expected to increase tourist village destinations' loyalty in Jambi Province. This research was carried out in three selected villages, namely Lempur, Pendung Talang Genting, and Jernih Jaya, Kerinci Regency, Jambi Province. The findings and discussion concluded that tourist satisfaction influences tourist destination loyalty and behavioral intention. Meanwhile, the perceptions of the quality of tourism destinations influence tourists' loyalty and urge to return to the village. Tourism satisfaction also affects the loyalty of tourist village destinations. However, its perception in terms of quality can influence tourist loyalty. Key Words:Tourism Destination Loyalty, Perception of Destination Quality, Tourist Satisfaction, Behavioral Intention

Suggested Citation

  • Syahmardi Yacob & Erida Erida & Ade Perdana Siregar, 2021. "The loyalty of rural tourism destination: A perspective of destination quality perception, satisfaction, and behavior intention in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(7), pages 257-265, October.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:7:p:257-265
    DOI: 10.20525/ijrbs.v10i7.1404
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    References listed on IDEAS

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    1. Tamara Gajić & Ivana Blešić & Marko D. Petrović & Milan M. Radovanović & Filip Đoković & Dunja Demirović Bajrami & Sanja Kovačić & Ivana Jošanov Vrgović & Tatyana N. Tretyakova & Julia A. Syromiatniko, 2023. "Stereotypes and Prejudices as (Non) Attractors for Willingness to Revisit Tourist-Spatial Hotspots in Serbia," Sustainability, MDPI, vol. 15(6), pages 1-22, March.

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