The role of tourist satisfaction in mediating destination loyalty: Empirical evidence on natural dye batik in Indonesia

Tourist satisfaction shows the satisfaction that arises because visitors feel satisfied and happy after visiting a destination. This study aims to examine the role of tourist satisfaction in influencing destination image, emotional experience, and value perception towards destination loyalty of natural dye batik in Indonesia. The research uses a quantitative approach in an uncontrolled environment, with individuals as the unit of analysis. The population consisted of domestic and foreign tourist respondents aged 21 years and over who visited the natural dye batik village, Bayat, Klaten, Indonesia. Data collection was carried out using an online survey method, questionnaires were sent to selected respondents using online Google Forms. The data were collected comprehensively from 200 respondents for descriptive demographic profile analysis. The hypotheses were tested using partial least squares modelling analysis. The results of the study showed a positive influence of destination image, emotional experience, and perceived value on tourist satisfaction (Beta = .423, p < .000; Beta = .087, p < .045, Beta = .368, p < .000). Likewise, destination image, perceived value, and tourist satisfaction have a positive effect on destination loyalty (Beta = .306, p < .000; Beta = .198, p < .009, and Beta = .325, p = .000). This shows that the better the destination image and value perception, and the higher the emotional experience, the higher the tourist satisfaction, and with increasing tourist satisfaction, destination loyalty also increases. AcknowledgmentWe would like to thank the management of natural dyed batik “Kebon Indah”, Bayat Klaten (Mrs. Dalmini and staff) who permitted and facilitated this study, especially in obtaining respondents. We would like to thank our friends at the Udinus Faculty of Economics and Business who provided input to improve the results and reporting of this study and all respondents who directly or indirectly contributed to this research. Hopefully, this study will be useful for developing science and business practice.