The Effect of Service Quality and Heritage Tourism on Tourist Loyalty: The Case of Borobudur Temple

UNESCO designated Borobudur as a World Heritage Site (WHS), a tourist and cultural destination capable of increasing visitor demand. However, the number of international tourists visiting the Borobudur Temple Park is still considered low compared to similar destinations in other countries, such as Angkor Wat in Cambodia. This study aims to identify the determinants of visitor loyalty to Borobudur through consumer preferences, as indicated by service quality and heritage tourism variables. This research employs the reflective measurement model. We conducted this study at the Borobudur Temple tourist site. We used a non-probability sampling technique, specifically accidental sampling, with 248 domestic and foreign tourists visiting Borobudur. The results indicate that price and responsiveness have a positive effect on satisfaction, as well as on loyalty. While communication significantly influences satisfaction, tangibles have a significant impact on loyalty. Furthermore, research has proven that tourist satisfaction positively influences tourist loyalty. The conclusion of this study is that tourists’ high loyalty to Borobudur indicates that individual experiences with service quality and price are important factors influencing travel characteristics and destination loyalty.