CULTIVATING TOURIST LOYALTY WITH THE VIBRANT RELATIONSHIP QUALITY (V-RQ) MODEL: INSIGHTS FROM MUSLIM FRIENDLY TOURISM DESTINATIONS
With the largest population, Indonesia is a promising market for Muslim-friendly tourism. However, the development of Muslim-friendly tourism in Indonesia is still suboptimal. To increase the number of tourists visiting Muslim-friendly tourism destinations, there is a need for the management of these destinations to formulate the right strategies. This can be done by focusing on customer relationship quality, which includes building trust and satisfaction. This study aims to test the relationship among destination coolness, tourist trust, and tourist satisfaction in determining tourist loyalty to visit Muslim-friendly tourism destinations. Three hundred and forty-two participants participated in this study. A covariance-based SEM technique with confirmatory factor analysis was used to analyze the data. The hypothesis test indicated that destination coolness, tourist trust, and tourist satisfaction are the determinants of tourist loyalty. In addition, this study found that tourist satisfaction and trust mediated the effect of destination coolness on tourist loyalty. Upon completing the research objectives, this study contributes to theoretical and practical perspectives.
Destination Coolness; Tourist Trust; Tourist Satisfaction; Tourist Loyalty; Muslim-Friendly Tourism.