DETERMINING GASTRONOMY TOURIST LOYALTY: THE MEDIATING ROLE OF TOURIST TRUST AND SATISFACTION
Gastronomy tourism is an alternative tourism attraction developed in these recent years in Indonesia. To maintain its sustainability, the management of gastronomy tourism must be able to create tourist loyalty. This study aims to determine the effects of perceived value on tourist loyalty in both direct and indirect manners through tourist trust and satisfaction. Two hundred participants filled in the questionnaires. The participants were recruited from gastronomy tourism destinations in East-Java Province Indonesia. This study employed partial least squares with the smartPLS technique to analyse the data. The data analysis showed that perceived value has a positive significant effect on tourist loyalty. In addition, this study found that tourist satisfaction is the only mediator that bridged the effect of perceived value on tourist loyalty. Upon the completion of data analysis, this study provides both theoretical and practical contributions. For theoretical contribution, this study provides a conceptual model explaining the relationship among perceived value, tourist satisfaction, and trust in forming gastronomy tourist loyalty. For a practical standpoint, this study provides a guideline for management to create loyalty.
gastronomy tourism, tourist loyalty, tourist trust, tourist satisfaction