Syafrizal Helmi Situmorang

Destination loyalty has become a topic that needs attention in tourism research, especially after the COVID-19 pandemic because it affects the number of visitors to tourist sites. This study aims to test the effect of destination image on destination loyalty through destination authenticity. The respondents in this study were visitors to the Ecotourism Mount Leuser National Park in Indonesia. The questionnaires were distributed to 301 respondents using purposive sampling. The data were processed using SEM-PLS methods. The results show that destination image influences destination authenticity (p-value <0.05). Next, destination authenticity affects destination loyalty (p-value <0.05) and destination image influences destination loyalty (p-value < 0.05). Finally, destination image through destination authenticity influences destination loyalty (p-value < 0.05). The findings of this study can be beneficial to the respective governmental bodies that seeks to improve destination authenticity and destination image to enhance destination loyalty of visitors and promote revisit intentions toward the Ecotourism Mount Leuser National Park in Indonesia. This study can be used as a reference for tourist destination managers to increase destination loyalty by maintaining and managing the tourist destination area properly. The government acts as a policymaker and is responsible for preserving the environmental impact of tourism, such as pollution, other environmental hazards, and land use issues stemming from poor planning, regulation, and engineering of the site, attractions, and facilities.

Acknowledgment
This study is funded by the DRTPM of the Ministry of Education, Culture, Research, and Technology, grant number [097/E5/PG.02.00.PT/2022], for the 2022 fiscal year.

Tourist loyalty is the commitment of tourists to a destination, which is reflected in their desire to make repeat visits, give positive recommendations to others, and maintain a preference for the destination despite similar choices. This research investigates the impact of omni-channel marketing on tourist loyalty by analyzing the roles of inbound marketing, memorable tourist experiences, and destination images. This study’s population consists of domestic tourists who visit several tourist attractions on Lake Toba, especially in Balige Regency, Simalungun Regency, and Samosir Regency. However, the sample is determined as part of the total population chosen to represent the entire population. Using a quantitative research design, data were collected from 356 participants via questionnaires. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed, followed by Multi-Group Analysis (MGA). Results indicate that omni-channel marketing contributes significantly to creating memorable tourist experiences, though it does not directly influence loyalty. Furthermore, omni-channel marketing positively affects attractive inbound marketing, enhancing memorable tourist experiences. However, despite these enhancements in experience, more than memorable tourist experiences are required to drive loyalty substantially. Likewise, attractive inbound marketing does not significantly affect loyalty through memorable tourist experiences. However, destination attributes directly influence tourist loyalty, underscoring the importance of well-maintained and appealing attractions for fostering repeat visits.