Loyality on ecotourism analysed through an approach using the factors of tourist attraction, safety, and amenities, with satisfaction as an intervening variable

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My papers have been published "Loyalty on ecotourism Analysed through an approach using the factors of tourist attraction, safety, and amenities, with satisfaction as an intervening variable" in the African Journal of Hospitality, Tourism and Leisure, Volume 8, Number 5, 2019.

This paper tells the importance of tourist loyalty as an important factor that must be considered by the tourist destination manager to deal with destination management problems. The analytical method used is path analysis with Partial Least Square (PLS).

Gunung Api Purba Nglanggeran ecotourism
Source: https://www.alvarotrans.com

Our work is very useful for the community because it will help you solve problems on tourist loyalty, especially on ecotourism (Gunung Api Purba Nglanggeran).

This study proved that satisfaction is a significant variable which intervenes factors influencing tourist’s loyalty in Gunung Api Purba Nglanggeran ecotourism. Thus, the key is to develop the tourist’s loyalty by improving its independent variables or particular factors.

The most proven dominant influential factor toward satisfaction and loyalty in this study is a tourist attraction, presenting a positive correlation. This positive correlation implies that improving tourist attraction will raise tourist’s satisfaction up as well, which in turn will forge tourist’s loyalty. There are other determinant factors under examination as well, i.e. safety and amenities. However, those other determinant factors only have an impact on satisfaction and are not significantly proven to be able to foster tourist’s loyalty, either directly or through the medium of satisfaction. This phenomenon exists because supposedly the segment of tourists visiting Gunung Api Purba is people having adventurer characteristics and their number is high. Adventurer tourists are tourists who seek satisfaction from challenging experiences and tend to take the risk. The lack of impact of amenities toward loyalty is made possible because the tourists visiting Gunung Api Purba Nglanggeran see amenities as only supporting facilities for common tourism. Thus those tourists do not consider amenities as a factor to be loyal to a destination.

Managerial implications that can be derived from this research are described in the following:

Gunung Api Purba Nglanggeran development should focus on the development of ecotourism attraction of Gunung Api Purba Nglanggeran. Ecotourism management based on local resources and values have been proven to be effective in increasing the number of tourists. However, it should be noted that Gunung Api Purba Nglanggeran complex is an exclusive ecotourism attraction due to its location in a conservation zone. Ecotourism attraction is characterized by fragility, irreplaceability, and unrenewability. Accordingly, it is important for management to conserve nature. Managements also need to apply strict rules as a preventive measure against pillaging or vandalism by ill-mannered tourists.

From the marketing aspect, this research illustrates the importance of properly managing tourist’s satisfaction and loyalty via good ecotourism management.

Good ecotourism management can be developed through these steps: 

1. Introducing ecotourism via its uniqueness as a selling point, which in marketing is known as product diversification
2. Refining beauties by conserving and rearranging the complex as a point of interest, exposing the exotic nature of Nglanggeran
3. Conserving the nature’s originality and natural characters by not making changes which exude a stark contrast with the surrounding environments, thus avoiding visual pollution or natural ecosystem damage
4. Maintaining management which accommodates local cultures or locality and reflects them comprehensively in each of the introduction of the tourist attraction, increasing the value of selling of the destination.

Although there is no correlation between safety and tourist’s loyalty, safety assurance is an obligation that has to be put into realization by tourist destination managements, as issued by Undang-Undang Nomor 10 Tahun 2009 Tentang Kepariwisataan (Indonesian Law no. 10 the year 2009 on Tourism) and Undang-Undang Nomor 8 Tahun 1999 Tentang Perlindungan Konsumen (Indonesian Law no. 8 the year 1999 on Consumer Protections).

Amenities are proven to be not quite significant in affecting tourist’s satisfaction. They even have no correlation at all with tourist’s loyalty in Gunung Api Purba Nglanggeran. Thus, limiting the buildings of amenities is a prudent act to support natural conservation of Nglanggeran which harbours protected ecosystems and biodiversities. It is important to evaluate zones, determining in which zones amenities are allowed to build and which zones belong to the conservation core areas. Tourists should be notified of the divisions of zones and understand them.

Finally

Thank you to all parties for your full support to the research us.

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