Pengaruh Omni-Channel Marketing Terhadap Tourist Loyalty pada Destinasi Wisata Danau Toba

Abstract

The importance of the tourism sector, especially the Lake Toba area, which is a concern of the government as one of the leading sectors. However, there has been a decline in tourist visits which has an impact on tourist loyalty, which is caused by tourism management that has not met international standards. This study analyzes the direct and indirect effects of memorable tourism experience, attractive inbound marketing, destination attributes, omnichannel marketing on tourist loyalty. The population of this study was domestic tourists in Lake Toba, North Sumatra. Sampling using non-probability, namely accidental sampling, is sampling based on domestic tourist criteria. The total sample size was 356 respondents. Previously, a pre-survey, validity and reliability testing of the questionnaire instrument were carried out. In this study, descriptive analysis used central tendency measurements, structural equation hypothesis testing using Smart PLS 3.0 Software which was continued with Multi-Group Analysis (MGA). The results showed that Omnichannel Marketing has a positive and significant effect on Memorable Tourist Experience. Omni-Channel Marketing has a positive and significant effect on Attractive Inbound Marketing. Attractive Inbound Marketing has a positive and significant effect on Memorable Tourist Experience. Omni-Channel Marketing has a positive but insignificant effect on Tourist Loyalty. Memorable Tourist Experience has a positive and significant effect on tourist loyalty. Omni-Channel Marketing through Memorable Tourist Experience has a positive and significant effect on Tourist Loyalty. Attractive Inbound Marketing through Memorable Tourist Experience has a positive and significant effect on Tourist Loyalty. Destination Attributes moderated Omnichannel Marketing has a positive but insignificant effect. Destination Attributes moderated Memorable Tourist Experience has a positive but insignificant effect. Multi-group analysis based on gender shows that male and female tourists do not have significant differences in tourist loyalty. The theoretical implications of this study indicate that omnichannel marketing and tourist loyalty strategies are very important for the tourism sector. Practically, this study emphasizes the importance of an integrated and data-driven approach in tourism marketing. With the right and adaptive strategy, tourist destination managers can create a more satisfying and memorable experience for tourists, which can ultimately increase loyalty and encourage repeat visits.