Implementation of E-Service and Increased Tourism through Customer Satisfaction toward Visitor Loyalty
DOI:
https://doi.org/10.55927/ijabm.v5i1.4Keywords:
E-Service, Increased Tourism, Customer Satisfaction, Visitor Loyalty, Educational AgrotourismAbstract
The development of digital technology has driven the transformation of destination management, including in the educational agrotourism sector. The implementation of electronic-based services (e-service) and efforts to enhance destination attractiveness (increased tourism) have become important factors in shaping visitor satisfaction and loyalty. This study aims to analyze the effect of e-service and increased tourism on visitor loyalty, with customer satisfaction as a mediating variable at the Dairyland on the Valley Bawen tourist destination. This research adopts a quantitative approach with an explanatory research design. Data were collected through the distribution of questionnaires to 100 respondents who had visited Dairyland on the Valley Bawen. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with the assistance of SmartPLS software. The results indicate that e-service and increased tourism have a positive and significant effect on customer satisfaction. Furthermore, e service, increased tourism, and customer satisfaction also have a positive and significant effect on visitor loyalty. Customer satisfaction is proven to significantly mediate the relationship between e-service and increased tourism on visitor loyalty. This study contributes theoretically to the development of digital-based tourism studies, particularly in the context of educational agrotourism. Practically, the findings provide useful insights for destination managers in designing strategies to improve digital services and tourism experiences in order to strengthen visitor satisfaction and loyalty
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