THE EFFECT OF ECOTOURISM MOTIVATION AND TRAVEL SATISFACTION ON
DESTINATION LOYALTY

THE EFFECT OF ECOTOURISM MOTIVATION AND TRAVEL SATISFACTION ON
DESTINATION LOYALTY

Destination Loyalty, Motivation, Travel Satisfaction

The development of ecotourism in various parts of Indonesia is very rapid. However,
due to the Covid-19 pandemic, the nature-based tourism business was quickly
stopped and the number of visitors decreased. The purpose of this study was to
examine and analyze the effect of ecotourism motivation, and travel satisfaction on
destination loyalty. The research method uses a quantitative research approach. The
population of this study are visitors to the Padang Savana ecotourism object. This
research data uses primary data. The data collection technique used a survey by
distributing questionnaires to respondents. The data analysis technique used SEM
Amos 21 version. The results found that ecotourism motivation had no effect on
destination loyalty. However, ecotourism motivation has an effect on travel
satisfaction. Other findings that travel satisfaction has no effect on destination
loyalty. These findings can be used as a reference for ecotourism business managers
to make marketing strategies by increasing ecotourism motivation to increase travel
satisfaction. Meanwhile, to increase destination loyalty, managers must look for
other more effective strategies.

Hikmatul Aliyah1) Susi Sulastri 2)

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

peri irawan

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