Peran Kepuasan Memediasi Pengaruh Lingkungan Fisik dan Layanan Prima Terhadap Loyalitas Pengunjung di Jember Mini Zoo

Abstract

Increasing competition among tourist destinations encourages managers to not only attract visitors but also build visitor loyalty through satisfying experiences. In the context of animal conservation-based educational tourism, the physical environment and service excellent are important factors that can influence visitor satisfaction and loyalty. This study aims to analyze the influence of the physical environment and service excellent on visitor loyalty, with satisfaction as a mediating variable at Jember Mini Zoo. The study used a quantitative approach with explanatory research. Data were obtained by distributing questionnaires to 220 respondents who were visitors to Jember Mini Zoo and were selected using a purposive sampling technique. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results showed that the physical environment and service excellent had a positive and significant effect on visitor satisfaction. In addition, the physical environment, service excellent, and satisfaction were also proven to have a positive and significant effect on visitor loyalty. Testing for indirect effects showed that satisfaction was able to mediate the relationship between the physical environment and loyalty and the relationship between service excellent and loyalty. These findings indicate that the quality of facilities, environmental comfort, cleanliness, security, and responsive and professional service play an important role in creating a positive experience for visitors. Therefore, efforts to improve the physical environment and provide service excellent must be a primary focus for management to increase visitor satisfaction and strengthen visitor loyalty on an ongoing basis.