Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia
Tourist loyalty is the commitment of tourists to a destination, which is reflected in their desire to make repeat visits, give positive recommendations to others, and maintain a preference for the destination despite similar choices. This research investigates the impact of omni-channel marketing on...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2025-04-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22048/IM_2025_02_Nasution.pdf |
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| author | Fadli Adnin Nasution Paham Ginting Amlys Syahputra Silalahi Syafrizal Helmi Situmorang |
| author_facet | Fadli Adnin Nasution Paham Ginting Amlys Syahputra Silalahi Syafrizal Helmi Situmorang |
| author_sort | Fadli Adnin Nasution |
| collection | DOAJ |
| description | Tourist loyalty is the commitment of tourists to a destination, which is reflected in their desire to make repeat visits, give positive recommendations to others, and maintain a preference for the destination despite similar choices. This research investigates the impact of omni-channel marketing on tourist loyalty by analyzing the roles of inbound marketing, memorable tourist experiences, and destination images. This study’s population consists of domestic tourists who visit several tourist attractions on Lake Toba, especially in Balige Regency, Simalungun Regency, and Samosir Regency. However, the sample is determined as part of the total population chosen to represent the entire population. Using a quantitative research design, data were collected from 356 participants via questionnaires. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed, followed by Multi-Group Analysis (MGA). Results indicate that omni-channel marketing contributes significantly to creating memorable tourist experiences, though it does not directly influence loyalty. Furthermore, omni-channel marketing positively affects attractive inbound marketing, enhancing memorable tourist experiences. However, despite these enhancements in experience, more than memorable tourist experiences are required to drive loyalty substantially. Likewise, attractive inbound marketing does not significantly affect loyalty through memorable tourist experiences. However, destination attributes directly influence tourist loyalty, underscoring the importance of well-maintained and appealing attractions for fostering repeat visits. |
| format | Article |
| id | doaj-art-17a9087c7a794526aec85a698a91c259 |
| institution | OA Journals |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-17a9087c7a794526aec85a698a91c2592025-08-20T02:28:12ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-04-012129310410.21511/im.21(2).2025.0822048Attractive inbound marketing on tourist loyalty at tourism destination in IndonesiaFadli Adnin Nasution0https://orcid.org/0009-0005-2298-237XPaham Ginting1https://orcid.org/0009-0003-2568-0575Amlys Syahputra Silalahi2https://orcid.org/0009-0006-0598-7328Syafrizal Helmi Situmorang3https://orcid.org/0000-0002-3988-5622Student in the Doctoral Program of Management Science, Universitas Sumatera Utara [University of Northern Sumatra]Dr., Professor, Faculty of Economics and Business, Universitas Sumatera Utara [University of Northern Sumatra]Dr., Associate Professor, Faculty of Economics and Business, Universitas Sumatera Utara [University of North Sumatra]Dr., Associate Professor, Faculty of Economics and Business, Universitas Sumatera Utara [University of North Sumatra]Tourist loyalty is the commitment of tourists to a destination, which is reflected in their desire to make repeat visits, give positive recommendations to others, and maintain a preference for the destination despite similar choices. This research investigates the impact of omni-channel marketing on tourist loyalty by analyzing the roles of inbound marketing, memorable tourist experiences, and destination images. This study’s population consists of domestic tourists who visit several tourist attractions on Lake Toba, especially in Balige Regency, Simalungun Regency, and Samosir Regency. However, the sample is determined as part of the total population chosen to represent the entire population. Using a quantitative research design, data were collected from 356 participants via questionnaires. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed, followed by Multi-Group Analysis (MGA). Results indicate that omni-channel marketing contributes significantly to creating memorable tourist experiences, though it does not directly influence loyalty. Furthermore, omni-channel marketing positively affects attractive inbound marketing, enhancing memorable tourist experiences. However, despite these enhancements in experience, more than memorable tourist experiences are required to drive loyalty substantially. Likewise, attractive inbound marketing does not significantly affect loyalty through memorable tourist experiences. However, destination attributes directly influence tourist loyalty, underscoring the importance of well-maintained and appealing attractions for fostering repeat visits.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22048/IM_2025_02_Nasution.pdfattractive inbound marketingmemorable tourism experiencemulti-group analysisomni-channel marketingtraveler loyalty |
| spellingShingle | Fadli Adnin Nasution Paham Ginting Amlys Syahputra Silalahi Syafrizal Helmi Situmorang Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia Innovative Marketing attractive inbound marketing memorable tourism experience multi-group analysis omni-channel marketing traveler loyalty |
| title | Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia |
| title_full | Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia |
| title_fullStr | Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia |
| title_full_unstemmed | Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia |
| title_short | Attractive inbound marketing on tourist loyalty at tourism destination in Indonesia |
| title_sort | attractive inbound marketing on tourist loyalty at tourism destination in indonesia |
| topic | attractive inbound marketing memorable tourism experience multi-group analysis omni-channel marketing traveler loyalty |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22048/IM_2025_02_Nasution.pdf |
| work_keys_str_mv | AT fadliadninnasution attractiveinboundmarketingontouristloyaltyattourismdestinationinindonesia AT pahamginting attractiveinboundmarketingontouristloyaltyattourismdestinationinindonesia AT amlyssyahputrasilalahi attractiveinboundmarketingontouristloyaltyattourismdestinationinindonesia AT syafrizalhelmisitumorang attractiveinboundmarketingontouristloyaltyattourismdestinationinindonesia |