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The Relationship of Experience, Satisfaction, and Trust of Y Generation Tourist Instagram Social Media Users to Tourism Destination Loyalty in Yogyakarta

Author

Listed:
  • Moch Nur Syamsu

    (Satya Wacana Christian University, Salatiga, Indonesia)

  • Gatot Sasongko

    (Universitas Kristen Satya Wacana, Salatiga, Indonesia)

  • Roos Kities Andadari

    (Universitas Kristen Satya Wacana, Salatiga, Indonesia)

  • Supramono Supramono

    (Universitas Kristen Satya Wacana, Salatiga, Indonesia)

Abstract

The purpose of this study is to understand the factors of Y Generation Instagram users in choosing tourism destinations, so that they can be a reference for community groups to develop innovative products based on potential resources and human resource competencies to design sustainable and competitive authentic products. This research uses quantitative method. Purposive sampling is a technique for determining research samples with certain considerations aimed at making the data obtained more representative. The number of samples used as many as 385 people belonging to Y Generation, who have visited a tourism destination in the Special Region of Yogyakarta more than once and as users of social media Instagram. To test the hypothesis empirically using the AMOS 2.2 application. A decision-making model regarding tourism destination loyalty by exploring the influence of experience, satisfaction, trust and loyalty to tourism destinations. In addition, it also includes a moderating variable for the use of Instagram social media which is expected to strengthen the influence on tourist destination loyalty and take the object of Y Generation. Researchers found that the use of Instagram social media strengthens the experience, satisfaction, and trust of Y Generation towards loyalty to tourism destinations in the Special Region of Yogyakarta.

Suggested Citation

  • Moch Nur Syamsu & Gatot Sasongko & Roos Kities Andadari & Supramono Supramono, 2022. "The Relationship of Experience, Satisfaction, and Trust of Y Generation Tourist Instagram Social Media Users to Tourism Destination Loyalty in Yogyakarta," Technium Social Sciences Journal, Technium Science, vol. 33(1), pages 516-527, July.
    • Handle: RePEc:tec:journl:v:33:y:2022:i:1:p:516-527
    DOI: 10.47577/tssj.v33i1.6775
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    References listed on IDEAS

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    1. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    2. Bento, Marisa & Martinez, Luisa M. & Martinez, Luis F., 2018. "Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 234-241.
    3. Sanja Pekovic & Sylvie Rolland, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Post-Print hal-03329830, HAL.
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    More about this item

    Keywords

    Y Generation; Instagram; Loyalty; Tourism Destinations;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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