Pengaruh Pengalaman Kuliner Sehat terhadap Kepuasan dan Loyalitas Wisatawan pada Destinasi Wisata bonjeruk, Lombok Tengah

Abstract

This study aims to examine the influence of healthy culinary experiences on tourist satisfaction and loyalty at Bonjeruk Tourism Village, Central Lombok, Indonesia. As the growing demand for healthy and sustainable food has become an important factor in tourism development, understanding how healthy culinary experiences shape tourists’ behavioral outcomes is essential for destination managers. This research employed a quantitative explanatory approach to investigate the proposed relationships. The sampling technique used was purposive sampling, targeting tourists aged 17 years or older who had previously visited Bonjeruk Tourism Village, consumed local culinary products, and were willing to participate in the survey. A total of 150 valid responses were collected, meeting the recommended sample size. Primary data were obtained through a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The findings reveal that healthy culinary experiences have a significant and positive effect on both tourist satisfaction and tourist loyalty. Furthermore, tourist satisfaction positively influences tourist loyalty and serves as a significant mediating variable in the relationship between healthy culinary experiences and tourist loyalty. These results indicate that providing authentic, healthy, and high-quality culinary experiences enhances tourists’ overall satisfaction, which subsequently strengthens their intention to revisit the destination and recommend it to others. The study highlights the strategic role of healthy local cuisine in fostering sustainable tourism development and enhancing destination competitiveness.