Building Tourist Loyalty Through Destination Image and Tourism Product Excellence: A Case Study of Rembangan Jember Tourism

Abstract

Tourist loyalty will be formed if a destination image and tourism products offered by a destination are very attractive and can satisfy visitors. Rembangan Tourism in Jember City has a natural tourist attraction because of its natural beauty in the form of beautiful views and cool mountains. This study aims to determine: (1) the influence of destination image on tourist loyalty in Rembangan Tourism, Jember Regency; (2) the influence of tourism products on tourist loyalty in Rembangan Tourism, Jember Regency; (3) the simultaneous influence of destination image and tourism products on tourist loyalty in Rembangan Tourism, Jember Regency. This type of research is quantitative research with a population of tourists who have visited Rembangan Tourism, Jember more than three times. The sampling technique uses non-probability sampling, namely purposive sampling, with a sample size of 60 respondents, data analysis uses multiple linear regression analysis. The results of the study show that partially the image of the destination and tourism products influence tourist loyalty in Rembangan Tourism, Jember Regency and the results of the simultaneous influence show that all variables of destination image and tourism products influence tourist loyalty in Rembangan Tourism, Jember Regency.

Keyword: Destination Image, Tourism Product, Loyalty, Rembangan Tourism.