The Effect of Experience Quality and Satisfaction on Tourist Loyalty in Yogyakarta Creative Tourism

Abstract

This study aims to examine and analyze the effect of experiential and satisfaction quality on loyalty in creative tourism in Yogyakarta. The population in this study was tourists visiting creative tours in Yogyakarta and surrounding areas. The objects of this study were Solo Batik Laweyan Village, Kasongan Pottery Bantul Village, Nglanggeran Gunungkidul Tourism Village, Timang Gunungkidul Beach, Cave Tubing Pindul Gunungkidul, Merapi Lava Tour Sleman and Umbul Ponggok Klaten. The research sample were 205 respondents who were domestic tourists from Yogyakarta and Central Java and had visited these attractions. Data from the subsequent studies were analyzed using the Structural Equation Model (AMOS v.23). Based on the results of the study, the experiential quality has a positive effect on loyalty. The experiential quality has a positive effect on loyalty and satisfaction also has a positive effect on loyalty. This study reveals that the experiential quality is an important factor that will form a loyalty.