Main Article Content

Siti Maemunah


Research related to loyal customers in the travel industry. The travel industry adopts strategic e-marketing, technological innovation, trust and value to customers. Customers feel satisfied, thus creating customer loyalty. The methodology for this writing was to distribute questionnaires to 240 travel decision makers (managers / directors / owners). The data were analyzed through the SEM research hypothesis using SPSS / AMOS applied to the relationship and hypothesis testing. The results showed that strategic e-marketing, technological innovation, trust and value on customers had a direct and significant positive effect on satisfaction. Customer satisfaction has a direct and significant positive effect on customer loyalty. The implication of writing helps marketing managers to encourage customer satisfaction by fostering trust and value, creating customer loyalty in the travel sector. This novelty research provides new insights in the development of e-marketing strategies and technological innovation has been recognized as a developing concept that has received intense attention from both literature reviews and practitioners. In addition, further empirical research is still needed to investigate all-digital marketing insights around the world. To enrich the theoretical point of view of the proposed model, further research can carry out a comparative study between industry and developing countries.



Download data is not yet available.

Plum Analytics

Article Details



Akroush, M.N., and Abu-ELSamen, A. . (2012). An empirical investigation of the mediating role of relationship marketing skills on the relationship between customer satisfaction and customer loyalty. International Journal of Internet Marketing and Advertising, 7(1), 1–30.

Alberti, F.G., and Giusti, J. . (2012). Cultural heritage, tourism and regional competitiveness: the motor valley cluster. City, Culture and Society, 3(4), 261–273.

Alegre, J., and Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52–73.

Amaro, S. and Duarte, P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, 46, 64–79.

Bapat, D. and Mazumdar, D. (2015). Assessment of strategic business: implication for Indian banks. Journal of Strategic and Management., 8(4), 306–325.

Belanche, D., Casalo, L. V., & Guinaliu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19(1), 124–132.

Bendle, N. and Vandenbosch, M. (2014). Competitor orientation and the evolution of business markets. Marketing Science, 33(6), 781–795.

Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L. (2013). Consumer engagement in avirtual Brand community: an exploratory analysis. Journal of Business Research, 66(1), 105–114.

Buonincontri, P. and Micera, R. (2016). The experience co-creation in smart tourism destinations: a multiple case analysis of European

destinations. Information Technology and Tourism, 16(3), 285–315.

Chae, H.-C., Koh, C.E. and Prybutok, V. . (2014). Information technology capability and firm performance: contradictory findings and their possible causes. MIS Quarterly, 38(1), 305–326.

Chen, C.M., Chen, S.H., Lee, H.T. and Tsai, T. . (2016). Exploring destination resources and competitiveness: a comparative analysis of tourists’ perceptions and satisfaction toward an island of Taiwan. Ocean & Coastal Management, 119, 58–67.

De Maeyer, P. (2012). Impact of online consumer reviews on sales and price strategies: A review and directions for future research. Journal of Product and Brand Management, 21(2), 132–139.

Digiorgio, V. (2016). Impact of promotional tools on reservation channels management: a descriptive model of Italian accommodation facilities. Information Technology and Tourism, 16(4), 347–373.

El-Gohary, H. (2012). Factors affecting e-marketing adoption and implementation in tourism firms: an empirical investigation of Egyptian small tourism organizations. Tourism Management, 33(5), 1256–1269.

Gallarza, M.G., Gil-Saura, I. and. Ruiz-Molina, M. . (2016). Stretching the value-satisfaction-loyalty chain by adding value dimensions and cognitive and affective satisfaction: a causal model for retailing. Management Decision, 54(4), 981–1003.

Gan, C. and Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785.

Gan, C. and W. W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785.

Garbelli, M., Adukaite, A. and Cantoni, L. (2017). Value perception of world heritage sites and tourism sustainability matters through content analysis of online communications: the case of Victoria falls world heritage site. Journal of Hospitality and Tourism Technology, 8(3), 417–431.

Han, H. and Hyun, S. . (2018). Role of motivations for luxury cruise traveling, satisfaction, and involvement in building traveler loyalty. International Journal of Hospitality Management, 70, 75–84.

Ho, Y.-C., Fang, H.-C. and Lin, J.-F. (2011). Technological and design capabilities: is ambidexterity possible? Management Decision, 49(2), 208–225.

Kamran-Disfani, O., Mantrala, M.K., Izquierdo-Yusta, A. and Martínez-Ruiz, M. . (2017). The impact of retail store format on the satisfaction-loyalty link: an empirical investigation. Journal of Business Research, 77, 14–22.

Kingshott, R.P.J., Sharma, P. and Chung, H. F. . (2018). The impact of relational versus technological resources on e-loyalty: a comparative study between local, national and foreign branded banks. Industrial Marketing Management, 72, 48–58.

Kounavis, C.D., Kasimati, A.E. and Zamani, E. . (2012). Enhancing the tourism experience through mobile augmented reality: challenges and prospects. International Journal of Engineering Business Management, 4, 10.

Lam, S. Y., & Shankar, V. (2014). Asymmetries in the effect of drivers of brand loyalty between early and late adopters and across technology generations. Journal of Interactive Marketing, 28(1), 26–42.

Lin, M.J. and Wang, W. . (2015). Examining e-commerce customer satisfaction and loyalty: an integrated quality-risk-value perspective. Journal of Organizational Computing and Electronic Commerce, 25(4), 379–401.

Maemunah, S. and Susanto, P., H. (2020). The effect of attitude and purchasing of Millennials consumers towards brand love in sport wear brand. International Journal of Advanced Science and Technology, 25(5), 515–523.

Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. International Business Review, 25(4), 820–830.

Meesala, A. and Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: thinking for the future. Journal of Retailing and Consumer Services, 40, 261–269.

Mohammed, A.A., Rashid, B.B. and Tahir, S. . (2017). Customer relationship management and hotel performance: the mediating influence of marketing capabilities – evidence from the Malaysian hotel industry. Information Technology and Tourism2, 17(3), 335–361.

Murali, S., Pugazhendhi, S. and Muralidharan, C. (2016). Modeling and investigating the relationship of after-sales service quality with customer satisfaction, retention and loyalty – a case study of home appliances business. Journal of Retailing and Consumer Services, 30, 67–83.

Parnell, J. A., Long, Z. and D. L. (2015). Competitive strategy, capabilities and certainty in small and medium-sized enterprises (SMEs) in China and the United States. Management Decision, 53, 402–431.

Persaud, A. and Azhar, I. (2012). Innovative mobile marketing via smartphones: are consumers ready?. Marketing Intelligence & Planning. Marketing Intelligence & Planning, 30(4), 418–443.

Picón, A., Castro, I. and Roldán, J. . (2014). The relationship between satisfaction and loyalty: a mediator analysis. Journal of Business Research, 67(5), 746–751.

Preacher, K. J., & Hayes, A. F. (2004). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models, 12(4), 1–20.

Rondan-Cataluña, F.J., Arenas-Gaitán, J. and Ramírez-Correa, P. . (2015). A comparison of the different versions of popular technology acceptance models: a non-linear perspective. Kybernetes, 44(5), 788–805.

Sobihah, M., Mohamad, M., Mat Ali, N. A., &Wan Ismail, W. . (2015). E-commerce service quality on customer satisfaction, belief and loyalty: A proposal. The Mediterranean. Journal of Social Sciences, 6(2), 260–266.

Soto-Acosta, P., Popa, S. and Palacios-Marqués, D. (2016). E-business, organizational innovation and firm performance in manufacturing SMEs: an empirical study in Spain. Technological and Economic Development of Economy, 22(6), 885–904.

Stepchenkova, S. and Zhan, F. (2013). Visual destination images of Peru: a comparative content analysis of DMO and user-generated photography. Tourism Management, 36, 590–601.

Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48–59.

Tseng, C., Wu, B., Morrison, A.M., Zhang, J. and Chen, Y.-C. (2015). Travel blogs on China as a destination image formation agent: a qualitative analysis using leximancer. Tourism Management, 46, 347–358.

Waheed, A. and Jianhua, Y. (2017). Achieving consumers’ attention through emerging technologies: The linkage between e- marketing and consumers’ exploratory buying behavior tendencies. Public Journal of Management, 13(2).

Watanabe, Eluiza Alberto de Morais., et al. (2020). Perceived Value, Trust and purchase intention of organic food: A study with Brazilian Consumers. British Food Journal, 122(4), 1070–1184.

Willems, K. (2019). The impact of representation media on customer engagement in tourism marketing among millennials. European Journal of Marketing, 53(9).

Xiang, Z., Wang, D., O’Leary, J.T. and Fesenmaier, D. . (2015). Adapting to the internet: trends in travelers’ use of the web for trip planning. Journal of Travel Research, 54(4), 511–527.