The Role of Tourist Satisfaction in Mediating Tourist Attractions and Motivations Towards Domestic Tourist Loyalty in Gianyar Regency

Abstract

Tourism plays a key role in economic development, including in Indonesia, with Bali being a leading destination known for its natural beauty and cultural heritage. Gianyar Regency, in particular, offers diverse attractions in nature, culture, and history. This study analyzes the role of tourist satisfaction in mediating the effects of tourist attractions and motivation on domestic tourist loyalty in Gianyar. Data were collected from 100 domestic tourists through a survey and analyzed using Partial Least Squares (PLS). The results show that tourist attractions positively and significantly influence both tourist satisfaction and loyalty. Satisfaction also positively affects loyalty. Motivation has a positive but insignificant effect on satisfaction, yet it significantly affects loyalty. Furthermore, satisfaction mediates the relationship between tourist attractions and loyalty but does not mediate the relationship between motivation and loyalty.