What are determining factors of tourist loyalty to tsunami affected tourism destination?

Abstract

The rapid development of the tsunami tourism attraction combined by the Islamic tourism of Aceh has contributed to the advancement of local people economy including the victims who live surrounding the attraction sites. However, researches on tourists of tsunami-affected area and its dimension are still scanty. This study is imperative because tsunami tourism offers uniqueness and risks for the tourists. Having understanding the perception of tourists, the quality and attractiveness of tsunami tourism can be optimized. Thus, this study aimed to investigate potential determinants of tourist loyalty to tsunami-affected tourism destination. There are 3 potential determinants tested in this study, namely tsunami attraction image, perceived value, and tourist satisfaction. The purpose of this study is to define the determinant variables (competitive tsunami attraction image, perceived value, and tourist satisfaction) of tourist loyalty to tsunami-affected tourism destination using an SEM approach. A proposed research model in which six direct and four mediations hypothesis was developed and tested. Empirical data collected at major tsunami tourism destinations in Banda Aceh. Data gathered through questioners and interviews with tourists who are visiting Banda Aceh especially the visitors of Museum Tsunami, "Kapal di atas Rumah" (boat on the house) and "Kapal Apung". A total of 328 questionnaires were returned and data were analyzed using Structural Equation Modelling (SEM). The mediation hypothesis was tested by using Bootstrapping with AMOS] and Mediation Test proposed by Barron and Kenny. Results supported the proposed loyalty model: (1) Competitive Tsunami Tourist Attractions has a positive direct influence on Perceived Value, Tourist Satisfaction and Tourist Loyalty to Tsunami Tourism Destination. (2) Perceived Value and Satisfaction Tourists also have a direct influence on Tourist Loyalty to Tsunami Tourism Destination. (3) From 4 mediation hypotheses proposed only 3 of them were supported. This implies that to increase the tourist loyalty to tsunami-affected tourism destination, the government need to focus on increasing the competitiveness of Tsunami Tourist Attractions. This can be done through the improvement of the tourism objects and the supporting business environment (awareness, amenities, accessibility, accommodation, attractiveness).