The Influence of Promotion and Service Quality on Satisfaction and Its Impact on Tourist Loyalty in Historical Tourism Objects

Abstract

Purpose: This study aims to determine whether promotion and service quality influence satisfaction and Impact tourist loyalty to South Sumatra Province's historical attractions.   Theoretical Framework: This unique blend of historical significance and ongoing cultural relevance holds the potential to evolve into a scheduled tourist destination and stimulate the development of a vibrant village community around the temple.   Methods: This type of research is associative. The sample in this study were tourists at historical attractions in the province of South Sumatra, especially the Bala Putra Dewa Museum and Ayu Temple, which amounted to 220 people. This study uses primary data.   Results and Conclusion: The study results show a significant positive effect of promotion on tourist satisfaction at historical attractions in South Sumatra Province. Service quality has a significant positive effect on tourist satisfaction at historical attractions in South Sumatra Province. Promoting significantly positively affects tourist loyalty to historical tourism objects in South Sumatra Province.   Research implications: The act of actively participating in museum displays and informational materials provides individuals of all ages, including both children and adults, with a pleasurable and immersive opportunity for informal education. This engagement allows people to enhance their comprehension of the cultural, traditional, or historical elements associated with a particular area.   Originality/value: The Service quality has a significant positive effect on tourist loyalty to historical tourist objects in South Sumatra Province. There is a significant positive effect on satisfaction on tourist loyalty to historical tourism objects in South Sumatra Province.