THE INFLUENCE OF DESTINATION IMAGE AND DIGITAL NOMAD EXPERIENCE ON DESTINATION LOYALTY IN CANGGU, BADUNG, BALI

• Main Author: Hanifianti Handizar, Dhyana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77768
• Institution: Institut Teknologi Bandung

The current development in the global tourism sector is centered around high mobility and connectivity, giving rise to a new type of traveler known as the digital nomad, which is currently growing worldwide. Bali island stand as the most popular detination among digital nomads, particularly Canggu, which ist he top choice for these nomadic travelers. Besides fulfilling the connectivity nees of digital nomads, Canggu’s natural environment, surrounded by beache and rice fields, offers an ideal location for them. In ordert o maintain Canggu’s position as the primary destination for digital nomads, a competitive advantege spesific to Canggu’s appeal is required. In the pursuit of building this competitive advanteage, establishing destination loyalty becomes crucial, as it formst he foundation fort he sustainability of a tourist destination. To enhance destination loyalty, an evaluation of influencing factors is essential. This research will focus on the impact of destination image and traveler experience on destination loyalty in Canggu, Bali. The research methodology employed is a mixed-methods approach, inolving descriptive analysis, regression analysis, and qualitative descriptive analysis. The findings of this study indicate that both the partial and simultaneous influences of destination image and digital nomad traveler experiences significantly affect their loyalty tot he destination in Canggu, Bali. This encompasses positive aspects in terms of destination image, traveler experiences, and destination loyalty, all of which are rated quite favorably. However, there is still room for improvement, particularly in the area of infrastructure conditions.