Analysis of the Effect of Destination Service Quality and Destination Personality on Destination Loyalty with Destination Image and Self-Congruity as Intervening Variables (Study on Tourists in Special Region of Yogyakarta)

Leni Nurita, I Made Sukresna

Abstract


This study aims to analyze the effect of destination service quality and destination personality on destination loyalty with destination image and self-congruity as intervening variables on tourists in Yogyakarta Special Region tourism objects. The research population is all tourists who are in DIY tourism objects and a sample of 155 tourists. Data analysis in this study will use SEM (Structural Equation Modeling) analysis techniques. This study resulted in the finding that destination service quality and destination personality have no effect on destination loyalty. Destination image and self-congruity have a positive effect on destination loyalty. Destination image is a mediating variable on the effect of destination service quality on destination loyalty, while self-congruity is not a mediating variable on the influence of destination personality on destination loyalty.


Keywords


destination loyalty; destination service quality; destination personality; destination image; self-congruity

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References


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DOI: https://doi.org/10.33258/birci.v5i3.6225

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