THE EFFECTS OF TRAVEL EXPERIENCE AND TOURIST SATISFACTION TOWARDS DESTINATION LOYALTY: A SURVEY AT AMSTERDAM TOURISM DESTINATION

Abstract

Purpose The aim of this research is to find out the influence of travel experience and tourist satisfaction on destination loyalty in Amsterdam, The Netherlands. Design/Methodology/Approach In this research, researcher used quantitative method with questionnaire as the instrument tool that contains 32 items of questions that been spread through online system to people that visited and experienced Amsterdam as a tourist (local and international tourist). The questionnaire was validated through construct validity and reliability. To test the theoretical framework, Structural Equation Modeling (SEM) was applied. Findings Research found that travel experience to be significant in influencing on tourist satisfaction and its impact towards destination loyalty in Amsterdam, The Netherlands. Originality and Value There is previous research that discussed about behavioral intention of satisfaction and its influence towards destination loyalty, however, the research done in island destination in Hainan, China. In this research, researcher added travel experience and tourist satisfaction towards destination loyalty in the same approach in the tourism place, in Amsterdam, The Netherlands.