Reputational Risk Management, Satisfaction, and Loyalty Among Nglanggeran Homestay Guests

Amin Kiswantoro; Fitria Noviati; Nur Rohman; Dwiyono Rudi Susanto

doi:10.9744/jmhot.12.2.93-104

Authors

Amin Kiswantoro Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta https://orcid.org/0009-0000-6644-6652
Fitria Noviati Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
Nur Rohman Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta https://orcid.org/0000-0002-4815-1065
Dwiyono Rudi Susanto Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta https://orcid.org/0000-0002-0738-1083

DOI:

https://doi.org/10.9744/jmhot.12.2.93-104

Keywords:

tourist satisfaction, tourist loyalty, reputational risk management, Nglanggeran, homestay

Abstract

This study examines the relationships among reputational risk management, tourist satisfaction, and loyalty among homestay guests in Nglanggeran Tourism Village, Gunungkidul, Yogyakarta. It focuses on a single location and uses data from 89 tourists who had stayed in Nglanggeran homestays. The data were analysed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS, with assessment of the measurement and structural models. Reputational risk management had a positive, significant effect on tourist satisfaction (path coefficient = 0.505; p < 0.001). Satisfaction had positive, significant effects on intention to recommend (0.489) and revisit intention (0.651), both with p < 0.001. The direct effects of reputational risk management on intention to recommend (β = 0.251; p = 0.082) and revisit intention (β = 0.004; p = 0.973) were not significant. Mediation effect-size analysis indicated a medium effect through satisfaction on revisit intention (ν = 0.108) and a small effect on intention to recommend (ν = 0.061). These findings suggest that homestay reputation contributes to loyalty primarily through tourist satisfaction.

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