Tourism Service Innovation Strategy Model Based on Tourist Experience to Increase Satisfaction and Loyalty

Abstract

Tourism development in Bukittinggi City faces challenges in improving service quality, meaningful tourist experiences, and tourist loyalty due to changing tourist behavior. Unlike previous studies that examined service innovation, tourist experience, satisfaction, and loyalty separately, this study offers a strategic model positioning tourist experience as the basis for service innovation to enhance tourist satisfaction and loyalty. This quantitative study employed an explanatory design through an analytical survey of 75 tourists visiting major destinations in Bukittinggi City. Respondents were selected using purposive sampling based on their experience of visiting and receiving tourism services during the study period. Data were collected through Likert-scale questionnaires, observation, and documentation, then analyzed using univariate analysis, Pearson correlation, multiple linear regression, and path analysis. The results showed good service innovation (70.7%), positive tourist experience (74.7%), high satisfaction (72.0%), and high loyalty (68.0%). Service innovation was significantly associated with satisfaction (p=0.001; r=0.59), while tourist experience was significantly associated with loyalty (p=0.002; r=0.54). Path analysis indicated that tourist experience significantly influenced loyalty through tourist satisfaction (β=0.41; p<0.001). These findings highlight the importance of experience-based service innovation in strengthening tourist satisfaction and loyalty. Local governments and tourism businesses should improve digital services, human resource quality, authentic cultural experiences, and satisfaction evaluation.