Abstract:

In the relationship marketing concept, maintaining a good and strong relationship with tourists is considered key to building tourists’ destination loyalty. Tourist relationship perceptions, which consisting of service fairness, destination image, and service quality are considered factors that can affect tourists’ relationship quality with a destination and their destination loyalty. This quantitative research aims to examine the determinants of tourists’ loyalty by analyzing the relationships among tourist relationship perceptions, relationship quality, and destination loyalty of Indonesian tourists toward Komodo National Park Area as a world heritage site. A total of 140 respondents who had visited the Komodo National Park Area within the last year were collected and the data were processed using structural equation modeling. The results show that destination image and service quality are important factors affecting destination satisfaction and trust toward destination service providers. Furthermore, destination satisfaction plays a vital role in determining and affecting tourists’ destination loyalty.