International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

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 Volume 11, Issue 5 (May 2024), Pages: 1-11

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 Original Research Paper

Impact of price fairness, service quality, and destination image on tourist loyalty and satisfaction: A case study of Lake Toba, North Sumatra

 Author(s): 

 Halimatu Saddiah Marpaung, Syaifuddin Syaifuddin *, Nagian Toni

 Affiliation(s):

 Management Doctoral Program, Universitas Prima Indonesia, North Sumatera Medan, Indonesia

 Full text

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-6977-5256

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.05.001

 Abstract

Tourist loyalty is crucial for enhancing the well-being of local communities in a region. This study aims to investigate how price fairness, service quality, destination image, and tourist facilities directly and indirectly affect tourist loyalty via tourist satisfaction at Lake Toba, North Sumatra. A quantitative method was utilized for this research. The study focused on tourists who visited Lake Toba in 2022, totaling 179,609 individuals. A sample of 280 tourists was selected using an accidental sampling method, where tourists were chosen randomly. The data collection was conducted through questionnaires based on specific indicators for each variable studied. The data was analyzed using the Structural Equation Model (SEM) technique, employing the Partial Least Square (PLS) method. The findings reveal that tourist satisfaction plays a significant role in mediating the impact of price fairness, service quality, destination image, and tourist facilities on loyalty to Lake Toba, both directly and indirectly. The results indicate that price fairness is the most critical factor for tourists when considering returning to Lake Toba. This study suggests that there should be an authority responsible for ensuring price fairness in tourism services and products at Lake Toba to maintain and improve tourist loyalty.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Tourist loyalty, Price fairness, Service quality, Destination image, Tourist satisfaction

 Article history

 Received 7 October 2023, Received in revised form 19 March 2024, Accepted 18 April 2024

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Marpaung HS, Syaifuddin S, and Toni N (2024). Impact of price fairness, service quality, and destination image on tourist loyalty and satisfaction: A case study of Lake Toba, North Sumatra. International Journal of Advanced and Applied Sciences, 11(5): 1-11

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 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 

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