Impact of Destination Image and Servicescape on Tourist Loyalty: The Mediating Role of Tourist

Research Aims: This study examines the effects of destination image and servicescape on tourist loyalty, with tourist satisfaction as a mediating variable, in the context of Rio by the Beach, a coastal tourist destination in Lampung, Indonesia. Design/methodology/approach: A quantitative approach was employed using a structured questionnaire distributed to 205 tourists aged 17 years and above who had visited Rio by the Beach. Data were analyzed using Structural Equation Modeling (SEM) with the AMOS 25 software to test direct and indirect relationships among variables. Research Findings: The findings reveal that destination image and servicescape significantly influence tourist satisfaction and loyalty. Additionally, tourist satisfaction mediates the relationship between destination image and servicescape on tourist loyalty. These results confirm that a favourable destination image and a well-managed servicescape increase tourist satisfaction, strengthening loyalty. This study also reconciles contradictory findings from previous research regarding the effect of servicescape on tourist satisfaction. Theoretical Contribution/Originality: There is a research gap between the research conducted by Alvianna, (2024) that servicescape does not affect tourist satisfaction. However, this is in contrast to the results of the study by Tan et al., (2015) namely the results of this study servicescape affects tourist satisfaction. In addition, the author's knowledge is related to the lack of research on the effect of servicescape on tourist loyalty through tourist satisfaction. Research limitation and implication: This study offers practical implications for destination managers and tourism marketers, particularly in beach destinations. Enhancing visual appeal, infrastructure quality, and service atmosphere—alongside strategic branding—can improve tourist satisfaction and foster long-term loyalty. Future research should incorporate variables such as word of mouth and trust to provide a more comprehensive model of tourist loyalty. Keywords: Destination Image; Loyalty; Servicescape; Tourist Satisfaction