The Influence of Service Quality And Perceived Value on Customer Loyalty in Toraja Cultural Sites

Main Article Content


Grace Permatasari Tandipayuk
Terry Kakeeto-Aelen


Indonesia has been blessed with cultural, natural, and historical resources, all of which offer Indonesia the opportunity to become one of the key tourist destinations in the world. Toraja, as one of the top tourist destinations in Indonesia, must be able to deal with increasing demands regarding service quality in the destination, attract tourists, and encourage repeat visits of tourists. The purpose of this study was to investigate the service quality levels in the Toraja cultural heritage sites and to establish how these might affect the perceived value of the tourists and their loyalty towards the service. The SERVQUAL model was used to measure service quality in the Toraja cultural heritage sites. A mixed methodology was used in this research. Quantitative methods used to collect data from local and foreign tourists visiting the sites during the data collection period. Qualitative methods used to collect data through semi-structured interviews. The results show service quality had a significant influence on tourists’ perceived value and customer loyalty in the cultural heritage sites of Toraja. The service quality dimensions that had a significant influence on tourists’ perceived value, and customer loyalty was responsiveness, empathy, and reliability. Tangibles and assurance did not have a significant influence on tourists’ perceived value and customer loyalty


Download data is not yet available.

Article Details

How to Cite
Tandipayuk, G. P., & Kakeeto-Aelen, T. (2022). The Influence of Service Quality And Perceived Value on Customer Loyalty in Toraja Cultural Sites. Jurnal Kepariwisataan Indonesia: Jurnal Penelitian Dan Pengembangan Kepariwisataan Indonesia, 16(2), 103–116.


Aliman, N. K., Hashim, S. M., Wahid, S. D. M., & Harudin, S. H. (2014). Tourist Expectation, Perceived Quality and Destination Image: Effects on Perceived Value and Satisfaction of Tourists Visiting langkawi Island, Malaysia. Asian Journal of Business & Management, 2(3), 212–222.

Badan Pusat Statistik Kabupaten Toraja Utara. (2017). Kabupaten Toraja Utara Dalam Angka 2017.

Bennett, R., & Rundle-Thiele, S. (2002). A Comparison of Attitudinal Loyalty Measurement Approaches. Journal of Brand Management, 9(3), 193–209.

Buijs, K. (2006). Powers of Blessing From the Wilderness and From Heaven: Structure and Transformations in the Religion of the Toraja in the Mamasa Area of South Sulawesi. KITLV Press.

Canny, I. U. (2013). An Empirical Investigation of Service Quality, Tourist Satisfaction and Future Behavioral Intentions among Domestic Local Tourist at Borobudur Temple. International Journal of Trade, Economics and Finance, 4(2), 86–91.

Chen, C.-F., & Tsai, D. (2007). How Destination Image and Evaluative Factors Affect Behavioral Intentions? Tourism Management, 28(4), 1115–1122.

Cheng, S.-I. (2011). Comparisons of Competing Models between Attitudinal Loyalty and Behavioral Loyalty. International Journal of Business and Social Science, 2(10), 149–166.

Chi, C. G.-Q., & Qu, H. (2008). Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach. Tourism Management, 29(4), 624–636.

Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.

Greener, S. (2008). Business Research Methods. Ventus Publishing ApS.

Grönroos, C. (2017). On Value and Value Creation in Service: A Management Perspective. Journal of Creating Value, 3(2), 125–141.

Hof, M. (2012). Questionnaire Evaluation with Factor Analysis and Cronbach’s Alpha an Example.

Hsieh, W. (2012). A Study of Tourists on Attraction, Service Quality, Perceived Value and Behavioral Intention in the Penghu Ocean Firework Festival. The Journal of International Management Studies, 7(2), 79–92.

Inasis, G. V., & Novianti, A. (2022, August 23). Kemenparekraf Targetkan 7,4 Juta Kunjungan Wisman di 2023. Kumparan.

Ivanauskiene, N., & Volungėnaitė, J. (2014). Relations between Service Quality and Customer Loyalty: An Empirical Investigation of Retail Chain Stores in Emerging Markets. American International Journal of Social Science, 3(2), 113–120.

Kambey, H. J. (2016). Tourist Object in Tomohon City as a Basic Consideration for Tourism Destination Development in Highland Ecosystem. Journal of Indonesian Tourism and Development Studies, 4(1), 13–18.

Kim, S.-H., Holland, S., & Han, H.-S. (2013). A Structural Model for Examining how Destination Image, Perceived Value, and Service Quality Affect Destination Loyalty: a Case Study of Orlando. International Journal of Tourism Research, 15(4), 313–328.

Marinković, V., Senić, V., Kocić, M., & Šapić, S. (2013). Investigating the Impact of SERVQUAL Dimensions on Customer Satisfaction: The Lessons Learnt from Serbian Travel Agencies. International Journal of Tourism Research, 15(2), 184–196.

Murphy, P., Pritchard, M. P., & Smith, B. (2000). The Destination Product and Its Impact on Traveller Perceptions. Tourism Management, 21(1), 43–52.

Nurbaeti, Damanik, J., Baiquni, M., & Nopirin. (2016). The Competitiveness of Tourism Destination in Jakarta, Indonesia. IOSR Journal of Business and Management, 18(7), 25–31.

Pallant, J. (2007). SPSS Survival Manual: A Step by Step Guide to Data Analysis Usis IBM SPSS (7th ed.). Routledge.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(Autumn), 41.

Pratminingsih, S. A., Rudatin, C. L., & Rimenda, T. (2014). Roles of Motivation and Destination Image in Predicting Tourist Revisit Intention: A Case of Bandung – Indonesia. International Journal of Innovation, Management and Technology, 5(1), 19–24.

Reichheld, F. F. (1994). Loyalty and the Renaissance of Marketing. Marketing Management, 2(4), 10–21.

Riduan, Suharyono, Achmad, F., & Darminto. (2015). The Effect of Tourism Service Quality, Tourist Destination Image and Experience of Tourist towards Tourists Satisfaction, Tourism Word of Mount, Tourist Destination Preferences, and Tourist Destination Loyalty (A Study on Foreign Tourists in Tourist Destinations Area in Indonesia). European Journal of Business and Management, 7(2), 95–103.

Setiawan, H., & Sayuti, A. J. (2017). Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia. IOSR Journal of Business and Management, 19(5), 31–40.

Sukmadi, Riyadi, H., Danurdara, A. B., & Masatip, A. (2014). Service Quality Effect of Satisfaction and the Impact on Tourism Loyalty (The Tourism Survey in Integrated tourist area of Trans Studio Bandung). IOSR Journal of Business and Management, 16(11), 1–9.

Susanti, I. (2022, February 16). Tahun Pemulihan Pariwisata, Pergerakan Wisnus Diramal Tembus 550 Juta. Sindonews.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203–220.

Wantara, P. (2016). Effect of Service Quality and Perceived Value Satisfaction and Loyalty Religious Tourists Visit Island Madura, Indonesia. International Journal of Social Science and Economics Invention, 2(4), 1–8.

World Economic Forum. (2022). Travel & Tourism Development Index 2021: Rebuilding for a Sustainable and Resilient Future.

World Travel & Tourism Council. (2022). Indonesia 2022 Annual Research: Key Highlights.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.