LINKING CULTURAL ATTRACTIONS TO SUSTAINABLE TOURIST BEHAVIOR: THE ROLE OF SATISFACTION AND LOYALTY IN INDONESIA

Abstract

This study examines the effect of cultural attractions on tourist satisfaction and its subsequent impact on tourist loyalty. It also investigates differences between first-time and repeat visitors using a multi-group analysis approach. Data were collected from tourists visiting Malioboro, Yogyakarta, Indonesia, using a self-administered questionnaire and a convenience sampling technique. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM), along with Measurement Invariance of Composite Models (MICOM) and Multi-Group Analysis (MGA). The results reveal that cultural attractions significantly influence tourist satisfaction, which in turn strongly affects tourist loyalty. However, other destination attributes, such as general attractions, heritage attractions, and supporting facilities, do not show significant effects on satisfaction. Furthermore, the findings indicate significant differences between first-time and repeat visitors in the relationship between satisfaction and loyalty. This study contributes to the cultural tourism literature by highlighting the critical role of cultural attractions in enhancing visitor satisfaction and encouraging revisit intentions. The results also provide managerial implications for destination managers in developing effective cultural tourism strategies.