Improving Tourist Loyalty: Examining the Role of Environmental Tourism Policy on Tourist Behavior
Abstract
Purpose: This research aims to develop a model of tourist loyalty based on relationship marketing theory and consumer decision-making model. Moreover, this research also aims to examine the effect of implementing the CHSE certification policy on tourist satisfaction and loyalty in the context of the hospitality business in the tourism area around Borobudur Temple.
Methodology: This research uses a quantitative approach. The primary data collection method uses a questionnaire distributed to 212 tourists as respondents who were selected based on the purposive sampling method. Data were analyzed based on PLS-SEM using Smart-PLS 3.
Findings: The research results show that implementing CHSE certification in the hospitality industry can increase tourist satisfaction and tourist loyalty. Aspects of cleanliness, health and environmental sustainability have a positive influence on tourist satisfaction and loyalty, although safety aspects have not shown a significant influence.
Originality: Although studies on tourist loyalty are abundant, empirical research that focus on examining the influence of tourism policy on tourist loyalty are still rare. This research therefore serves as one of the first attempts to examine the influence of tourism policy on tourist behavior (tourist satisfaction and tourist loyalty) in the context of the hospitality industry, in Indonesia.
Research Implication: The research results provide managerial implications for hospitality businesses to implement CHSE certification to satisfy tourists and their loyalty. By having loyal tourists, it is hoped that the tourism business can develop and be sustainable.
References
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[20] Madani, A., Boutebal, S. E., Benhamida, H., and Bryant, C. R. 2020. The Impact of COVID-19 Outbreak on the Tourism Needs of the Algerian Population. Sustainability, 12(21): 1–11. DOI:https://doi.org/10.3390/su12218856
[21] Marpaung, H. S., Syaifuddin, S., and Toni, N. 2024. International Journal of Advanced and Applied Sciences loyalty and satisfaction : A case study of Lake Toba , North Sumatra. International Journal of Advanced and Applied Sciences, 11(5): 1–11.
[22] Musriha, M., and Rapitasari, D. 2023. Rising Customer Loyalty with Beneficial Impact on Service Quality Dimensions during the COVID-19 Pandemic for Tourism in Thailand. Journal of Environmental Management and Tourism, 14(2): 392–397. DOI: https://doi.org/https://doi.org/10.14505/jemt.v14.2(66).09
[23] Novitaningtyas, I., Rahardjo, B., and Achsa, A. 2021. Anteseden Loyalitas Tamu Pada Homestay Di Kawasan Balai Ekonomi Desa (Balkondes) Borobudur. Jurnal Perilaku Dan Strategi Bisnis, 9(1): 1–15.
[24] Novitaningtyas, I., Verawati, D. M., and Achsa, A. 2021. Examining a model of tourist loyalty in homestay tourism village balkondes Borobudur area in the new normal period. Jurnal Manajemen Dan Pemasaran Jasa, 14(2): 179–196.
[25] Poku, K., Zakari, M., and Soali, A. 2013. The Impact of Service Quality on Customer Loyalty in the Hotel Industry: An Empirical Study from Ghana. International Journal of Management and Business Research (IJMBR), 2(2): 600–609.
[26] Qawasmeh, R. 2016. Role of the Brand Image of Boutique Hotel for Customers Choosing Accommodation, “Le Chateau Lambousa” Case Study, North Cyprus. Journal of Hotel and Business Management, 05(02): 1–10. DOI: https://doi.org/10.4172/2169-0286.1000147
[27] Rather, R. A. 2019. Consequences of Consumer Engagement in Service Marketing: An Empirical Exploration. Journal of Global Marketing, 32(2): 116–135. DOI:https://doi.org/10.1080/08911762.2018.1454995
[28] Robustin, T. P., Sularso, R. A., Suroso, I., and Yulisetiarini, D. 2020. Contribution of Tourism Products in Creating Satisfying Quality of Tourism Services and Tourist Loyalty. Journal of Environmental Management and Tourism, 10(6): 1382–1391. DOI: https://doi.org/10.14505//jemt.v10.6(38).21
[29] Roy, S. K., Butaney, G., Sekhon, H., and Butaney, B. 2014. Word-of-mouth and viral marketing activity of the on-line consumer: the role of loyalty chain stages theory. Journal of Strategic Marketing, 22(6): 494–512. DOI:https://doi.org/10.1080/0965254X.2014.885990
[30] Schiffman, L., and Kanuk, L. L. 2008. Perilaku Konsumen. PT Indeks. (in Indonesian)
[31] Sekaran, U., and Bougie, R. 2017. Metode Penelitian Bisnis. Salemba Empat. (in Indonesian)
[32] Soliman, M., Gulvady, S., Elbaz, A. M., Mosbah, M., and Wahba, M. S. 2024. Robot-delivered tourism and hospitality services: How to evaluate the impact of health and safety considerations on visitors’ satisfaction and loyalty? Tourism and Hospitality Research, 24(3): 393–409. DOI:https://doi.org/10.1177/14673584231153367
[33] Suci, W., and Batubara, R. P. 2022. Penerapan Sertifikat CHSE Terhadap Kepuasan Pengunjung di Devoyage Bogor. Altasia Jurnal Pariwisata Indonesia, 4(2): 92. DOI:https://doi.org/10.37253/altasia.v4i2.6807
[34] Sudirja, J., and Limantara, L. 2022. Pengaruh Penerapan Chse Terhadap Loyalitas Pelanggan Taman Impian Jaya Ancol. Jurnal Pariwisata, 9(2): 91–97. DOI: https://doi.org/10.31294/par.v9i2.13588 (in Indonesian)
[35] Sugandini, D. 2003. Anteseden Loyalitas Konsumen pada Industri Perhotelan Studi pada Hotel Berbintang di Daerah Istimewa Yogyakarta. Wahana, 6(2): 181–200. (in Indonesian)
[36] Suhartanto, D., Muflih, M., Najib, M. F., and Faturohman, I. 2020. Loyalty formation toward Halal food: integrating the quality–loyalty model and the religiosity–loyalty model. British Food Journal. DOI:https://doi.org/10.1108/BFJ-03-2019-0188
[37] Tjiptono, F. 2014. Pemasaran Jasa. Penerbit Andi.
[38] Widarjono, A. 2015. Analisis Multivariat Terapan Dengan Program SPSS, AMOS, dan SMARTPLS Edisi Kedua. UPP STIM YKPN.
[39] Winarno, S. H. 2019. Determinan Kepuasan dan Loyalitas Pengguna Jasa Hotel Syariah di Jakarta (Studi Pada Sofyan Hotel Betawi). Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 6(1), 80. DOI:https://doi.org/10.31289/jkbm.v6i1.2984 (in Indonesian)
[40] Kemenparekraf. 2020. Model dan Proses Verifikasi and Sertifikasi CHSE. In Model dan Proses Verifikasi and Sertifikasi CHSE (pp. 1–9). Kemenparekraf. (in Indonesian)
[2] Almeida-Santana, A., and Moreno-Gil, S. 2018. Understanding tourism loyalty: Horizontal vs. destination loyalty. Tourism Management, 65: 245–255. DOI: https://doi.org/10.1016/j.tourman.2017.10.011
[3] Al-Msallam, S. 2015. Customer satisfaction and brand loyalty in the hotel industry. International Journal of Management Sciences and Business Research, 4(9): 1–13.
[4] Amelia, R. 2020. Standar CHSE Bangkitkan Pariwisata dan Ekonomi Indonesia. http://rdk.fidkom.uinjkt.ac.id/index.php/2020/12/04/standar-chse-bangkitkan-pariwisata-dan-ekonomi-indonesia/ (in Indonesian)
[5] Arlinda, F., and Sulistyowati, R. 2021. Pengaruh Penerapan Program Adaptasi CHSE (Cleanliness, Health, Safety , Environment) terhadap Kepuasan Pengunjung Destinasi Wisata Kabupaten Kediri di Era New Normal serta Dampaknya pada Pengembangan Ekonomi Pariwisata and Industri Kreatif. Jurnal Pendidikan Tata Niaga (JPTN), 9(3): 1404–1416. https://ejournal.unesa.ac.id/index.php/jptn/article/view/40351 (in Indonesian)
[6] Assaker, G., O’Connor, P., and El-Haddad, R. 2020. Examining an Integrated Model of Green Image, Perceived Quality, Satisfaction, Trust, and Loyalty in Upscale Hotels. Journal of Hospitality Marketing and Management, 29(8): 934–955. DOI: https://doi.org/10.1080/19368623.2020.1751371
[7] Baker, M. J., and Saren, M. 2010. Marketing Theory A Student Text 2nd Edition. Sage.
[8] Dash, G., and Paul, J. 2021. CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173(June). DOI:https://doi.org/10.1016/j.techfore.2021.121092
[9] Diarta, I. K. S., and Sukendar, N. made C. 2021. Pengaruh Atribut, Implementasi CHSE, dan Kualitas Layanan terhadap Kepuasan Pengunjung Agrowisata Taman Edelweiss Karangasem Bali. Jurnal Agribisnis Dan Agrowisata, 10(2): 512–531. (in Indonesian)
[10] Ghozali, I. 2017. Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS 24 Update Bayesian SEM Edisi 7. Badan Penerbit Universitas Diponegoro. (in Indonesian)
[11] Górska-Warsewicz, H., and Kulykovets, O. 2020. Hotel Brand Loyalty-A Systematic Literature Review. Sustainability (Switzerland), 12(12): 1–34. DOI: https://doi.org/10.3390/SU12124810
[12] Haksever, C., Barry, R., Russel, R. S., and Murdick, R. G. 2000. Service Management and Operations. Prentice Hall International, Inc.
[13] Hung, V. V., Dey, S. K., Vaculcikova, Z., and Anh, L. T. H. 2021. The influence of tourists’ experience on destination loyalty: A case study of hue city, vietnam. Sustainability (Switzerland), 13(16). DOI:https://doi.org/10.3390/su13168889
[14] Jani, D., and Han, H. 2014. Personality, Satisfaction, Image, Ambience, and Loyalty: Testing Their Relationships in the Hotel Industry. International Journal of Hospitality Management, 37: 11–20. DOI:https://doi.org/10.1016/j.ijhm.2013.10.007
[15] Juliana, J., Pramezwary, A., Madeline, M., Valerie, N., Andrian, S. T., and Ventyani, V. 2021. Investigating Impact of Service and Hygiene on Hotel Reputation During the Covid -19 Pandemic : a Perspective Signaling Theory. Jurnal Hospitality Dan Pariwisata, 7(2): 72–81. DOI: https://doi.org/10.30813/jhp.v7i2.2734
[16] Keshavarz, Y., and Ali, M. H. 2015. The Service Quality Evaluation on Tourist Loyalty in Malaysian Hotels by the Mediating Role of Tourist Satisfaction. Mediterranean Journal of Social Sciences, 6(3): 680–686. DOI:https://doi.org/10.5901/mjss.2015.v6n3s2p680
[17] Kharouf, H., Sekhon, H., Fazal-e-Hasan, S. M., Hickman, E., and Mortimer, G. 2019. The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing and Management, 28(2): 240–262. DOI: https://doi.org/10.1080/19368623.2018.1505574
[18] Kotler, P., and Keller, K. L. 2018. Manajemen Pemasaran Edisi Kedua Belas Jilid 2. Indeks. (in Indonesian)
[19] Kusumah, E. P. 2024. Sustainable tourism concept: tourist satisfaction and destination loyalty. International Journal of Tourism Cities, 10(1): 166–184. DOI: https://doi.org/10.1108/IJTC-04-2023-0074
[20] Madani, A., Boutebal, S. E., Benhamida, H., and Bryant, C. R. 2020. The Impact of COVID-19 Outbreak on the Tourism Needs of the Algerian Population. Sustainability, 12(21): 1–11. DOI:https://doi.org/10.3390/su12218856
[21] Marpaung, H. S., Syaifuddin, S., and Toni, N. 2024. International Journal of Advanced and Applied Sciences loyalty and satisfaction : A case study of Lake Toba , North Sumatra. International Journal of Advanced and Applied Sciences, 11(5): 1–11.
[22] Musriha, M., and Rapitasari, D. 2023. Rising Customer Loyalty with Beneficial Impact on Service Quality Dimensions during the COVID-19 Pandemic for Tourism in Thailand. Journal of Environmental Management and Tourism, 14(2): 392–397. DOI: https://doi.org/https://doi.org/10.14505/jemt.v14.2(66).09
[23] Novitaningtyas, I., Rahardjo, B., and Achsa, A. 2021. Anteseden Loyalitas Tamu Pada Homestay Di Kawasan Balai Ekonomi Desa (Balkondes) Borobudur. Jurnal Perilaku Dan Strategi Bisnis, 9(1): 1–15.
[24] Novitaningtyas, I., Verawati, D. M., and Achsa, A. 2021. Examining a model of tourist loyalty in homestay tourism village balkondes Borobudur area in the new normal period. Jurnal Manajemen Dan Pemasaran Jasa, 14(2): 179–196.
[25] Poku, K., Zakari, M., and Soali, A. 2013. The Impact of Service Quality on Customer Loyalty in the Hotel Industry: An Empirical Study from Ghana. International Journal of Management and Business Research (IJMBR), 2(2): 600–609.
[26] Qawasmeh, R. 2016. Role of the Brand Image of Boutique Hotel for Customers Choosing Accommodation, “Le Chateau Lambousa” Case Study, North Cyprus. Journal of Hotel and Business Management, 05(02): 1–10. DOI: https://doi.org/10.4172/2169-0286.1000147
[27] Rather, R. A. 2019. Consequences of Consumer Engagement in Service Marketing: An Empirical Exploration. Journal of Global Marketing, 32(2): 116–135. DOI:https://doi.org/10.1080/08911762.2018.1454995
[28] Robustin, T. P., Sularso, R. A., Suroso, I., and Yulisetiarini, D. 2020. Contribution of Tourism Products in Creating Satisfying Quality of Tourism Services and Tourist Loyalty. Journal of Environmental Management and Tourism, 10(6): 1382–1391. DOI: https://doi.org/10.14505//jemt.v10.6(38).21
[29] Roy, S. K., Butaney, G., Sekhon, H., and Butaney, B. 2014. Word-of-mouth and viral marketing activity of the on-line consumer: the role of loyalty chain stages theory. Journal of Strategic Marketing, 22(6): 494–512. DOI:https://doi.org/10.1080/0965254X.2014.885990
[30] Schiffman, L., and Kanuk, L. L. 2008. Perilaku Konsumen. PT Indeks. (in Indonesian)
[31] Sekaran, U., and Bougie, R. 2017. Metode Penelitian Bisnis. Salemba Empat. (in Indonesian)
[32] Soliman, M., Gulvady, S., Elbaz, A. M., Mosbah, M., and Wahba, M. S. 2024. Robot-delivered tourism and hospitality services: How to evaluate the impact of health and safety considerations on visitors’ satisfaction and loyalty? Tourism and Hospitality Research, 24(3): 393–409. DOI:https://doi.org/10.1177/14673584231153367
[33] Suci, W., and Batubara, R. P. 2022. Penerapan Sertifikat CHSE Terhadap Kepuasan Pengunjung di Devoyage Bogor. Altasia Jurnal Pariwisata Indonesia, 4(2): 92. DOI:https://doi.org/10.37253/altasia.v4i2.6807
[34] Sudirja, J., and Limantara, L. 2022. Pengaruh Penerapan Chse Terhadap Loyalitas Pelanggan Taman Impian Jaya Ancol. Jurnal Pariwisata, 9(2): 91–97. DOI: https://doi.org/10.31294/par.v9i2.13588 (in Indonesian)
[35] Sugandini, D. 2003. Anteseden Loyalitas Konsumen pada Industri Perhotelan Studi pada Hotel Berbintang di Daerah Istimewa Yogyakarta. Wahana, 6(2): 181–200. (in Indonesian)
[36] Suhartanto, D., Muflih, M., Najib, M. F., and Faturohman, I. 2020. Loyalty formation toward Halal food: integrating the quality–loyalty model and the religiosity–loyalty model. British Food Journal. DOI:https://doi.org/10.1108/BFJ-03-2019-0188
[37] Tjiptono, F. 2014. Pemasaran Jasa. Penerbit Andi.
[38] Widarjono, A. 2015. Analisis Multivariat Terapan Dengan Program SPSS, AMOS, dan SMARTPLS Edisi Kedua. UPP STIM YKPN.
[39] Winarno, S. H. 2019. Determinan Kepuasan dan Loyalitas Pengguna Jasa Hotel Syariah di Jakarta (Studi Pada Sofyan Hotel Betawi). Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 6(1), 80. DOI:https://doi.org/10.31289/jkbm.v6i1.2984 (in Indonesian)
[40] Kemenparekraf. 2020. Model dan Proses Verifikasi and Sertifikasi CHSE. In Model dan Proses Verifikasi and Sertifikasi CHSE (pp. 1–9). Kemenparekraf. (in Indonesian)
Published
2024-08-30
How to Cite
NOVITANINGTYAS, Ivo et al.
Improving Tourist Loyalty: Examining the Role of Environmental Tourism Policy on Tourist Behavior.
Journal of Environmental Management and Tourism, [S.l.], v. 15, n. 3, p. 537 - 546, aug. 2024.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8559>. Date accessed: 25 oct. 2024.
doi: https://doi.org/10.14505/jemt.v15.3(75).09.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.