Examining the Trip Experience on Competitive Advantage Creation in Tourism
Purpose: This study aims to examine the trip experience on competitive advantage creation in Indonesia tourism. Trip experience includes transportation, accommodation, tour guide, and tourism activities. Design/Methodology/Approach: The research population consists of all international tourists who visited Indonesia through Soekarno Hatta International Airport (Jakarta) and Ngurah Rai International Airport (Bali). The questionnaire was constructed in English and translated into Arabic and Mandarin. Convenience sampling techniques were used to collect data. Out of 500 questionnaires distributed, only 415 were valid and used for analysis. Partial Least Square by SMART-PLS 3.0 software was used for data analysis. Findings: Result shows that transportation, accommodation and tourist activities are positively significant factors on tourist loyalty and mediated by tourist satisfaction. Whereas, tour guides have positively but not significant influence on tourist loyalty and mediated by tourist satisfaction. Practical implications: The study provides a practical implication which requires a close relationship of state governments and tourism companies in order to have good cooperative and coordination to competitive advantage creation. Originality/Value: As this study is based on recent studies on tourism destination in competitive advantage creation it brings a new insight of analyzing the two cities of highest tourists visits in order to understand the condition of overall Indonesian tourism.