POTENTIAL TOURIST ATTRACTION AT TANGKUP VILLAGE IN KARANGASEM BALI

BRAND LOYALTY MODEL FOR DEVELOPING POTENTIAL TOURIST ATTRACTION AT TANGKUP VILLAGE IN KARANGASEM BALI

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I Made Bayu Wisnawa¹

kerjabayu@gmail.com

Putu Agus Prayogi²

I Ketut Sutapa³

Lecturer at STIPAR Triatma Jaya Badung^1,2,3

ABSTRACT

This study aims to formulate the tourism potential of Tangkup Village and find a brand loyalty model , as well as the interrelationships between antecedents that affect brand loyalty. The determinants of forming brand loyalty in this study are: service quality, brand image, brand awareness and customer satisfaction. The sample used was 200 respondents, with the criteria of having visited Tangkup Village at least twice. The analysis technique used is Structural Equation Modeling (SEM) and is strengthened by qualitative techniques focus group discussions. The results showed that the tourism potential of Tangkup Village was (i) natural potential which included: scenery for tracking and Telaga Waja River for rafting; (ii) meanwhile the potential for cultural tourism includes: Tenun Cag Cag and Barong Nong nong Kling dance. From the perception of tourists shows a positive and significant influence between: (i) service quality on brand awareness, (ii) service quality on brand loyalty, (iii) brand image on brand awareness, (iv) brand image on customer satisfaction, (v) brand awareness of customer satisfaction and (vi) customer satisfaction with brand loyalty. Theoretical implications are brand loyalty has antecedents of customer satisfaction, brand awareness, brand image and service quality, where customer satisfaction is the most powerful predictor. The practical implication is that the management of Tangkup Village should (i) immediately form a Pokdarwis and develop a tourism potential management development plan, (ii) pay attention to tourist satisfaction to increase brand loyalty by preparing tourism infrastructure and facilities such as: tracking packages, rafting packages that include cultural tourism activities by involving Tenun Cag Cag and Baris Nong Nong Kling dance as uniqueness.

Keywords: Brand Loyalty, service quality, customer satisfaction, brand image, brand awareness, tourism potential

Gambar 1

Kerangka Konseptual

Gambar 2

Model Pengembangan Potensi Wisata Desa Tangkup Menjadi Desa Wisata

Gambar 3

Tenun Cag Cag

Gambar 4

Pemandangan Alam Desa Tangkup Sidemen Karang Asem

Gambar 5

Aliran Sungai Telaga Waja yang Jernih

Gambar 6

Tenun Cag Cag Asli Desa Tangkup

Gambar 7

Persamaan Model Struktural

Practical
implications

The practical implications of this
research are (i) starting to immediately empower the potential of natural and
cultural tourism in the Tangkup Village. This can be done by immediately
forming a tour package, itenary and starting to do tourism promotion activities
to the mass media (ii) the manager of Tangkup Village should pay attention to
tourist satisfaction, especially to those who can convince tourists that
Tangkup Village is the right choice to visit (iii) improve the quality of
services, especially on empathy indicators that are arouse the attitude of
rural communities to be able to understand the needs of tourists. This can be
realized by forming tourism awareness groups and providing ongoing training on
sapta charm and management of tourism villages. (Iii) brand awareness also has
an important role in shaping customer satisfaction, more than servie quality
and brand image. Efforts that can be made include giving messages and repeats
about all the advantages and uniqueness of Tangkup Village, for example: Telaga
Waja River flow, Weaving Cag Cag and Barong Nong Nong Kling dance, (iv) Village
managers should immediately establish the uniqueness of the Tangkup Village
which will be able to strengthen the image of Tangkup Village in the minds of
tourists, considering the uniqueness is the most powerful indicator in shaping
brand image.

Weaknesses of
this study

The weakness of this research is that it
still uses conventional variables as brand loyalty antecedents. Other variables
that are being studied by researchers today, such as: service performance,
switching behavior, and trust.

Future Research

Future studies are expected to develop
variables or other constructs that shape brand loyalty, especially in rural
tourism or other rural tourism in Bali.

Sugestions

Brand loyalty in Tangkup Village can be
increased by: (i) increasing customer satisfaction by giving tourists
confidence that visiting Tangkup Village is the right choice, (ii) improving
the quality of service by providing tourism awareness counseling to strengthen
empathy, ( iii) determine the uniqueness of the Tangkup Village to be
communicated to tourists to strengthen the image of Tangkup Village (iv) Frequently
do repetitions of the uniqueness of the Tangkup Village owned by tourists to
increase Brand Awareness.

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