THE EFFECTS OF PERCEIVED QUALITY, PERCEIVED VALUE, AND CULTURAL LANDSCAPE ON CUSTOMER LOYALTY THROUGH SATISFACTION AT HISTORICAL TOURISM SITES IN BATAM CITY
DOI:
https://doi.org/10.35814/s1zzws36Keywords:
historical tourism , perceived quality, perceived value, cultural landscape, satisfaction, customer loyaltyAbstract
Batam City holds great potential for historical tourism through its cultural heritage and historical sites; however, its development still lags behind shopping and marine tourism. This study aims to examine the role of perceived quality, perceived value, and cultural landscape on visitor loyalty, with satisfaction as a mediating variable. Using a quantitative approach and PLS-SEM analysis, data were collected from 160 respondents selected purposively through an online survey. The results reveal that all three independent variables significantly influence satisfaction, while satisfaction positively affects visitor loyalty. Moreover, satisfaction mediates the relationship between perceived value and cultural landscape with loyalty, but not with perceived quality. These findings provide insights for destination managers to enhance service quality, perceived value, and cultural heritage in order to strengthen satisfaction and build visitor loyalty.
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