The role of local wisdom culture moderating the effect of product differentiation, service differentiation, and image differentiation on tourist satisfaction : Case study of tourist satisfaction at Royal Kirana Spa & Wellness Ubud

Tjokorda Gde Agung Ichiro Sukawati; I Putu Gde Sukaatmadja; Ni Nyoman Kerti Yasa; I GN Jaya Agung Widagda

doi:10.21744/irjmis.v8n5.1909

Authors

Tjokorda Gde Agung Ichiro Sukawati
tjokagungichirosukawati@gmail.com
Faculty of Economics and Business, Udayana University, Denpasar, Indonesia
I Putu Gde Sukaatmadja Faculty of Economics and Business, Udayana University, Denpasar, Indonesia
Ni Nyoman Kerti Yasa Faculty of Economics and Business, Udayana University, Denpasar, Indonesia
I GN Jaya Agung Widagda Faculty of Economics and Business, Udayana University, Denpasar, Indonesia

Keywords:

image differentiation, local wisdom culture, product differentiation, service differentiation, tourist satisfaction

Abstract

Competition in the tourism industry, especially the tourism support service sector, is currently becoming increasingly competitive. Customer satisfaction to maintain customer loyalty through differentiation strategy is the core of every business activity. The purpose of this study is to explain the effect of differentiation strategy on satisfaction and the role of local wisdom culture in moderating the effect of differentiation strategy on tourist satisfaction. The research subjects were tourists who stayed at the Royal Kirana Spa & Wellness, with a sample of 200 people. Determination of the sample using a non-probability sampling method, namely purposive sampling. Data were analyzed using the technique of moderated regression analysis (MRA) using SPSS. The results of this study indicate that product differentiation, service, and image have a positive and significant effect on tourist satisfaction, and local wisdom culture can strengthen the influence of product, service, and image differentiation on tourist satisfaction. The results of this study are ideal to be applied and improved as a guide in implementing the company's strategy at Royal Kirana Spa & Wellness in building tourist satisfaction levels while implementing the noble goals of Balinese cultural heritage.

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