THE EFFECT OF DESTINATION IMAGE AND VISITOR ENGAGEMENT ON VISITOR LOYALTY TO MUSEUMS AS CULTURAL TOURISM ATTRACTIONS IN THE PROVINCE OF RIAU ISLANDS
DOI:
https://doi.org/10.35814/xnv87z67Keywords:
Destination image, Customer engagement, Electronic word-ofmouth, Product innovation, Visitor loyaltyAbstract
This study aims to examine the impact of destination image, customer engagement, electronic word-of-mouth (e-WOM), and product innovation on museum visitor loyalty in the Riau Islands Province. This research applies a quantitative approach using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method to examine the relationship between variables covering a number of latent constructs through reflective indicators. The research subjects included domestic and foreign tourists who had visited museums in Batam, Bintan, and Tanjungpinang. The sampling scheme used purposive sampling based on visit history, with a total sample of 460 respondents in accordance with the minimum sample size criteria in PLS-SEM. Data analysis included evaluation of the measurement model (outer model) and structural model (inner model) to measure validity, reliability, and the intensity of the relationship between variables. The research output proved that destination image, customer engagement, e-WOM, and product innovation have a significant impact on museum visitor loyalty, both partially and simultaneously. This fact reinforces the urgency of an integrated strategy in museum management as a cultural tourism destination through strengthening destination image, escalating visitor engagement, optimizing digital communication based on e-WOM, and renewing product innovation to increase visitor loyalty in a sustainable manner.
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