PENGARUH CITRA DESTINASI, KUALITAS LAYANAN, DAN NILAI YANG DIPERSEPSIKAN TERHADAP LOYALITAS WISATAWAN NUSANTARA PADA KORIDOR WISATA MAKASSAR–TORAJA
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Abstract
Penelitian ini menganalisis pengaruh citra destinasi, kualitas layanan, dan nilai yang dipersepsikan terhadap kepuasan serta loyalitas wisatawan nusantara pada koridor wisata Makassar–Toraja, dengan kepuasan sebagai variabel mediasi. Data dikumpulkan melalui survei terhadap 418 wisatawan nusantara dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS. Hasil menunjukkan bahwa citra destinasi dan kualitas layanan berpengaruh positif terhadap kepuasan wisatawan, namun kepuasan tidak terbukti berpengaruh terhadap loyalitas sehingga peran mediasinya tidak terkonfirmasi. Sebaliknya, nilai yang dipersepsikan berpengaruh langsung terhadap loyalitas. Temuan ini mengindikasikan "pemutusan rantai" pada mekanisme loyalitas: citra dan kualitas layanan membentuk kepuasan, tetapi kepuasan tidak meneruskan pengaruhnya menjadi loyalitas. Implikasi praktisnya, pengelola koridor Makassar–Toraja perlu memprioritaskan penguatan value proposition sebagai strategi utama membangun loyalitas, sambil tetap meningkatkan citra destinasi dan konsistensi layanan. Penelitian ini mencatat keterbatasan pada pengukuran dan kesesuaian model; penelitian lanjutan dengan instrumen yang lebih reliabel dan perluasan variabel dianjurkan.
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A. G. R. Rafi, G. N. P. Sari, S. T. Aguwinanda, R. S. Baary, and W. Y. Ari, “PENGARUH CITRA DESTINASI, KUALITAS LAYANAN, DAN NILAI YANG DIPERSEPSIKAN TERHADAP LOYALITAS WISATAWAN NUSANTARA PADA KORIDOR WISATA MAKASSAR–TORAJA”, JURNAL EDUCATION AND DEVELOPMENT, vol. 14, no. 3, pp. 465-472, Sep. 2026.
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Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897. https://doi.org/10.1016/S0160-7383(99)00030-4
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Hayati, S., & Widodo, S. (2024). The influence of service innovation, price, and destination image on tourist loyalty in bukit tinggi indonesia tourism. Sinergi International Journal of Economics, 2(1), 50–60. https://doi.org/10.61194/economics.v2i1.201
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Huyen, L. T. T., Van, L. H., Vinh, N. T., & Tri, C. T. (2024). Tourists’ satisfaction on cultural heritage tourism quality: An empirical study Hanoi, Vietnam. Multidisciplinary Science Journal, 6(10), 2024217. https://doi.org/10.31893/multiscience.2024217
Kausar, D. R. K., & Gunawan, M. P. (2018). Managing heritage tourism in Toraja: Strengthening local values and improving tourists’ experiences. Journal of Heritage Tourism, 13(6), 550–561. https://doi.org/10.1080/1743873X.2017.1411356
Laela, E. (2024). Understanding memorable tourism experiences and revisit intention from destination service quality. Jurnal Manajemen Bisnis Dan Kewirausahaan, 8(5), 1197–1206. https://doi.org/10.24912/jmbk.v8i5.29967
Nguyen Viet, B., Dang, H. P., & Nguyen, H. H. (2020). Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact. Cogent Business & Management, 7(1), 1796249. https://doi.org/10.1080/23311975.2020.1796249
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460. https://doi.org/10.2307/3150499
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
Parasuraman, a. , Zeithaml, v. A. And berry, l. (1988) L. Servqual a multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing, 64, 12-40. - References—Scientific research publishing. (n.d.). Retrieved January 27, 2026, from https://www.scirp.org/reference/ReferencesPapers?ReferenceID=1937458
Rasoolimanesh, S. M., Seyfi, S., Rather, R. A., & Hall, C. M. (2022). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context. Tourism Review, 77(2), 687–709. https://doi.org/10.1108/TR-02-2021-0086
Rather, R. A. (2020). Customer experience and engagement in tourism destinations: The experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15–32. https://doi.org/10.1080/10548408.2019.1686101
Smartpls. (n.d.). Retrieved January 27, 2026, from https://www.smartpls.com/
Su, L., Hsu, M. K., & Swanson, S. (2017). The effect of tourist relationship perception on destination loyalty at a world heritage site in china: The mediating role of overall destination satisfaction and trust. Journal of Hospitality & Tourism Research, 41(2), 180–210. https://doi.org/10.1177/1096348014525630
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tjokrosaputro, M., Ekawati, S., Keni, K., & Puspitowati, I. (2024). Cultural tourist loyalty: Investigating novelty, authenticity, and tourist satisfaction as mediation. In K. Keni, H. K. Tunjungsari, & T. Ai Ping (Eds.), Proceedings of the Twelfth International Conference on Entrepreneurship and Business Management 2023 (ICEBM 2023) (Vol. 2, pp. 158–172). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-508-9_13
Tsai, Y. F., Lin, Y. C., & Liou, Y. H. (2022). Effects of memorable tourism experience on tourist’s satisfaction and revisiting: Case of cittaslow in Taiwan. International Journal of Research in Business and Social Science (2147- 4478), 10(7), 297–309. https://doi.org/10.20525/ijrbs.v10i7.1446
Wang, L., & Li, X. (2023). The five influencing factors of tourist loyalty: A meta-analysis. PLOS ONE, 18(4), e0283963. https://doi.org/10.1371/journal.pone.0283963
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203