Developing Vibrant Relationship Quality Model (V-RQ Model) to Foster Tourist Loyalty: Lessons from Muslim Friendly Tourism Destination
Luluk Atim Mafiddah, Ananda Sabil Hussein, Raditha Hapsari, RR. Ayu Firdausyiah, Nur Pratiwi

Universitas Brawijaya

Abstract

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. Covariance-based SEM technique with Confirmatory Factor Analysis was used to analyze the data. The hypothesis test indicanted that destination coolness, tourist trust and tourist satisfaction are the determinants of tourist loyalty. In addition, this study found that both tourist satisfaction and tourist trust mediated the effect of destination coolness on tourist loyalty. Upon the completion of the research objectives, this study contribute to both theoretical and practical perspectives.

Keywords: destination coolness, tourist trust, tourist satisfaction, tourist loyalty, Muslim friendly tourism

Topic: Marketing management