Visitor Loyalty Analysis of Marine Tourism in Bayuwangi Beaches

Alif Fianto; Candraningrat Candraningrat; Januar Wibowo

doi:10.31967/prmandala.v2i0.277

Alif Fianto Institut Bisnis dan Informatika Stikom Surabaya
Candraningrat Candraningrat Institut Bisnis dan Informatika Stikom Surabaya
Januar Wibowo Institut Bisnis dan Informatika Stikom Surabaya

DOI: https://doi.org/10.31967/prmandala.v2i0.277

Abstract

This study aims to measure the influence of tourism product, prices or tourism costs, tourist locations, tourism promotion, tourist servants, service processes and physical evidence of tourist attractions on visitor loyalty both individually and simultaneously. This study used a survey approach as a research design and managed to collect questionnaire data from 270 respondents who had visited the beaches in Banyuwangi, East Java, Indonesia. The data obtained were analyzed by multiple linear regression data analysis techniques which were previously pre-analyzed using classical assumption analysis. The results of this study indicate that predictors of visitor loyalty both individually and simultaneously have a significant role. This means either individually or simultaneously that the predictor variables of tourism products, prices or tourism costs, tourist locations, tourism promotion, tourist servants, service processes and physical evidence of tourist attractions have a significant effect on visitor loyalty. This research has an important value in the study of marketing mix and customer loyalty, especially in the field of service marketing such as in tourism services. Previous research has never been done to focus on the marketing mix and visitor loyalty, especially on the beaches in Banyuwangi, East Java, Indonesia.

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