The impact of site attraction and service quality on loyalty through satisfaction: A case study in Gunung sewu UNESCO Global Geopark, Indonesia

Abstract

This study aims to provide information for management to increase the number of tourist visits of Nglanggeran in Gunung Sewu UNESCO Global Geopark, Indonesia. Questionnaire using a Likert scale is the research instrument. The respondents are visitors of Nglanggeran tourist destination. The analysis technique is path analysis implemented on SmartPLS 3.0. This study examined the impact of site attraction and service quality on loyalty through satisfaction. The results found that site attraction has direct effect on satisfaction and loyalty but not significant, meanwhile service quality has direct and significant effect on satisfaction and loyalty, and satisfaction has direct effect on loyalty but not significant. Hence, increasing site attraction will provide opportunities for management to affects satisfaction and loyalty which can ultimately increase the number of tourist visits.