Increasing Destination Competitiveness Through Local Culture-Based Experience Tourism

Abstract

This study aims to examine how memorable tourism experiences, cultural experiences, authenticity, satisfaction, and local interactions influence tourist loyalty in the context of culture-based experiential tourism in Mandalika, Indonesia. This model was developed not only for theoretical contribution but also as a basis for formulating inclusive and sustainable tourism policy strategies. This research employed a quantitative explanatory approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis. Data were collected through a survey of 305 tourists who had visited and participated in cultural activities in Mandalika. The research instrument was a closed-ended questionnaire using a 5-point Likert scale, compiled based on indicators from previous literature and adapted to the local context. The results showed that authenticity and local interaction significantly influenced satisfaction, while memorable tourism experiences and local interaction significantly influenced loyalty. Satisfaction was shown to partially mediate the relationship between experience variables and loyalty. Moderation by local interaction was only significant in the relationship between authenticity and satisfaction. This model showed high predictive power, with an R² for satisfaction of 0.932 and loyalty of 0.861. This study makes an important contribution to the development of culture-based tourism in Indonesia. Academically, this model broadens the understanding of tourism experiences that influence tourist behavior. Practically, these results recommend the integration of local culture and community interaction in destination management to increase tourist satisfaction and loyalty. This strategy can strengthen Mandalika's position as a leading destination while encouraging sustainable local economic growth.