A Loyalty Analysis Model for Tourists Visiting Bali: A Triangulation Study

Tourism destinations are an important part of a tourism system.
Within the concept of tourism as a system, two conceptual models are recognized: one adapting the Leiper model (Chris, Cooper, John, Fletcher, David Gilbert, 1993) and the Mill and Morrison model (2012). This study attempts to utilize the Mill and Morrison (2012) conceptual model. The tourism destination mix model developed by Mill and Morrison consists of four elements: 1) the tourist origin area; 2) the tourist destination area; 3) the transportation or travel element connecting the tourist origin area with the tourist destination; and 4) the information or marketing element connecting the tourist origin area with the tourist destination.
Tourist interactions at tourist destinations give rise to many phenomena, both positive and negative. The phenomenon of tourist loyalty to a tourist attraction has become a very interesting topic of discussion among practitioners and academics. As academics, we attempt to uncover the phenomenon of tourist loyalty from an academic perspective by analyzing it using a triangulation approach. This approach combines quantitative and qualitative research. Analyzing the influence of dependent variables on independent variables is a quantitative approach, followed by conducting interviews with tourists and tourism stakeholders, especially tourism attraction managers, to understand their behavior, such as satisfaction and dissatisfaction, and other social behaviors during visits to tourist attractions in Bali.
The questionnaire results will be analyzed using descriptive and inferential statistics. Descriptive statistical analysis describes tourist characteristics in terms of geography, demographics, and motivation. Inferential analysis describes the influence of service quality on satisfaction, the influence of satisfaction on tourist loyalty, and the influence of service quality on satisfaction, as moderated by destination image. This research will produce conclusions and suggestions for future research.