The Effect of Experience Quality, Perceived Value, and Destination Image on Tourist Loyalty with Tourist Satisfaction as a Mediation Variable on Tourists to Kinantan Wildlife and Culture Park (TMSBK) Bukittinggi

Abstract

This study seeks to investigate the relationship between tourist satisfaction and the following variables: experience quality, perceived value, and destination image as they attract visitors to the Kinantan Wildlife and Culture Park (TMSBK) Bukittinggi. “Using a quantitative descriptive methodology, this study surveyed 260 vacationers. Analyzed with the help of SmartPLS 4.0 software, the data was subjected to the Partial Least Squares Structural Equation Modeling analysis. Tourist satisfaction is positively and significantly impacted by three factors: experience quality, perceived value, and destination image. Additionally, there is a positive and statistically significant relationship between experience quality, destination image, and tourist loyalty; however, there is no such relationship between perceived value and tourist loyalty. Furthermore, there is a favorable and statistically significant relationship between tourist satisfaction and loyalty. Experience Quality, Perceived Value, Destination Image, and Tourist Loyalty are all impacted by Tourist Satisfaction, according to the mediation study.” The results have important theoretical and practical implications for how the Kinantan Wildlife and Cultural Park (TMSBK) Bukittinggi is managed and developed, especially in terms of increasing visitor happiness and loyalty.