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

Syahmardi Yacob, Erida Erida and Ade Perdana Siregar
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Syahmardi Yacob: Faculty of Economics and Business, University of Jambi
Erida Erida: Universitas Jambi
Ade Perdana Siregar: Universitas Jambi

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 7, 257-265

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

Date: 2021
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