Date Log
Submitted
29 January 2024
Accepted
7 June 2024
Published
20 June 2024
Copyright (c) 2024 Sukaris (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Increasing Customer Satisfaction through Rural Tourism’s Quality Service, Experience, and Offered Value
Corresponding Author(s) : Sukaris Sukaris
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 11 No. 1 (2024): June
Abstract
Rural-based tourism is one of the potential contributors to the development of the rural economy. Therefore, an enhanced tourism value is critical to create visitor satisfaction during the trips. This study aims to empirically investigate tourist satisfaction by the rural tourism services quality and tourism experience, mediated by the offered value. This research analyzes 123 visitor responses, by constructing a Structural-Equation-Modeling with WarpPLS. The results of the research show that rural tourism service quality influences the customers’ value and satisfaction. The tailored experience enhances the offered value. Building a strong value proposal embedded in the tourism brings positive result to tourist’ satisfaction as well as mediate the effects of service quality and experience in it. The management should pursue a specified offered values that can be easily realized and accepted from the perspective of visitors.
Keywords
Rural
Tourism
Satisfaction
Service Quality
Experience
Value
Sukaris, S. (2024). Increasing Customer Satisfaction through Rural Tourism’s Quality Service, Experience, and Offered Value. Jurnal Minds: Manajemen Ide Dan Inspirasi, 11(1), 29–44. https://doi.org/10.24252/minds.v11i1.45305
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References
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Augusty. Ferdinand. (2014). Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
Azhar, M. E., Jufrizen, J., Prayogi, M. A., & Sari, M. (2018). The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir. Revista Hospitalidade, 15(2), 124–137. https://doi.org/10.21714/2179-9164.2018v15n2.007
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Gliem, J. A., & Gliem, R. R. (2003). Calculating, Interpreting, and Reporting Cronbach’s Alpha Reliability Coefficient for Likert-Type Scales. Midwest Research to Practice Conference in Adult, Continuing, and Community Education. https://doi.org/10.1016/B978-0-444-88933-1.50023-4
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Kim, J. H., Ritchie, J. R. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12–25. https://doi.org/10.1177/0047287510385467
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References
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Aşan, K., Kaptangil, K., & Gargacı Kınay, A. (2020). Mediating role of perceived festival value in the relationship between experiences and satisfaction. International Journal of Event and Festival Management, 11(2), 255–271. https://doi.org/10.1108/IJEFM-11-2019-0058
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Gliem, J. A., & Gliem, R. R. (2003). Calculating, Interpreting, and Reporting Cronbach’s Alpha Reliability Coefficient for Likert-Type Scales. Midwest Research to Practice Conference in Adult, Continuing, and Community Education. https://doi.org/10.1016/B978-0-444-88933-1.50023-4
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Jia, Y., Liu, R., Li, A., Sun, F., & Yeh, R. (2022). Rural tourism development between community involvement and residents’ life satisfaction: tourism agenda 2030. Tourism Review, 202108050192. https://doi.org/10.1108/TR-02-2022-0097
Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2), 220–244. https://doi.org/10.1108/IJTC-09-2017-0044
Kim, J. H., Ritchie, J. R. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12–25. https://doi.org/10.1177/0047287510385467
Konecnik, M., & Gartner, W. C. (2007). Customer Based Brand Equity for Destinatin. Annals OfTourism Research, 34(2), 400–421. https://doi.org/10.1016/j.annals.2006.10.005
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Marković, S., & Šebrek, J. K. (2020). Service Quality Measurement in Rural Tourism : Application of RURALQUAL Model. Academica Turistica, 2, 215–227.
Matolo, R. J., Salia, P. J., & Ndibalema, V. G. (2021). Determinants of International Tourists’ Destination Loyalty: Empirical Evidence from Serengeti National Park in Tanzania. African Journal of Hospitality, Tourism and Leisure, 10(3), 821–838. https://doi.org/10.46222/ajhtl.19770720-134
Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12–24. https://doi.org/10.1057/s41264-018-0039-8
Nair, V., Munikrishnan, U. T., Rajaratnam, S. D., & King, N. (2015). Redefining Rural Tourism in Malaysia: A Conceptual Perspective. Asia Pacific Journal of Tourism Research, 20(3), 314–337. https://doi.org/10.1080/10941665.2014.889026
Nugraha, K. S. W., Suryaningsih, I. B., & Cahyanti, I. D. (2021). Destination quality, experience involvement and memorable tourism experience: Is it relevant for rural tourism? Management and Marketing, 16(1), 69–85. https://doi.org/10.2478/mmcks-2021-0005
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384–405. https://doi.org/10.1108/IJBM-03-2019-0096
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