Koreascholar

Figure 2: Tested structured model
Table 1: Confirmative Factor analysis
Variables
Loadings
Cronbach’s α
Construct reliability
Average variance 
extracted
Variable 1: Tourism 
Service Quality
0.907
0.909
0.668
TSQ1
0.834
TSQ4
0.844
TSQ5
0.855
TSQ7
0.748
TSQ8
0.800
Variable 2: Tourism 
Product Availability
0.899
0.898
0.599
TPA1
0.842
TPA2
0.887
TPA3
0.806
TPA4
0.740
TPA5
0.708
TPA6
0.630
Variable 3: Tourist 
Satisfaction
0.897
0.897
0.559
TS1
0.824
TS2
0.866
TS3
0.821
TS4
0.747
TS5
0.665
TS6
0.652
TS7
0.617
Variable 4: Tourist 
Loyalty
0.870
0.876
0.588
TL1
0.667
TL2
0.833
TL3
0.860
TL4
0.787
TL5
0.665
Source: Constructed by the researcher (2020)
The normed chi-square (w2/df = 2.471) was lower than the 
suggested cut-off value, which is below 3.0 (Hair et al., 2010). 
The root means square error of approximation (RMSEA) 
value indicated that the structural model had a good fit 
at 0.062 (Hu & Bentler, 1999). The Standard Root Mean 
Square Residual (SRMR) (0.061) had an appropriate value 
≤0.10 (Kline, 2005), while the Comparative Fit Index (CFI) 
at 0.957, was excellent (Kline, 2005). Furthermore, GFI was 
0.906, which is indicative of a good model (Kline, 2005). The 
hypothesized structural model was estimated to examine the 
hypotheses with regard to the effect of service quality and 
product availability on tourist satisfaction and loyalty. The 
tested model included a total of 23 latent constructs and four 
manifest variables (Table 3).

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Filda RAHMIATI, Norfaridatul Akmaliah OTHMAN, Mohammed Hariri BAKRI, Yunita ISMAIL, Grace AMIN /
Journal of Asian Finance, Economics and Business Vol 7 No 12 (2020) 959–968
965
(2020b) as information available both offline and online have 
met these tourists’ expectations and can make an impression 
on tourists. Additionally, studies by Gallarza et al. (2013, 
2017) and Latiff and Ng (2015) emphasized that ease and 
accessibility are essential for satisfied and loyal tourists. 
Based on indicators, the tourism service quality match for 
foreign tourist were dominated by the personnel’s behavior 
(such as approachable, friendly, and respectful), also the 
transportation service quality. Thus, transportation service 
quality should stand alone as a variable as recommended by 
Rahmiati et al. (2020b).
Tourism product availability significantly influences 
tourist satisfaction. Availability of tourism products is very 
important in the tourism sector and it improves tourist 
satisfaction toward Indonesian tourism, the varieties of 
product availability, wide selection of tour agents and tourist 
products, and wide variety of amenity services as indicators 
explained in this research become factors of tourist 
satisfaction. Tourism product availability significantly 
influence toward tourist loyalty for Indonesian tourism. It 
has met their expectation and influenced tourists to return 
to Indonesia in the future and recommend it to their friends 
and family.
Also, foreign tourists satisfied with the availability 
of tourism products in Indonesia will definitely return to 
Indonesia in the future, will try more tourist products and 
services, say positive things, and recommend Indonesia 
to friends and family. This study strengthens the findings 
from Zaenuri (2012) that the availability of tourism 
products increases tourist interest and loyalty. Furthermore, 
Aprilia and Pangestuti (2017) also mentioned that efforts in 
enforcing quality standards for products or services are bound 
to satisfy tourists. During data reduction, this variable only 
needs to remove one indicator, therefore, this variable is quite 
important to measure the foreign tourist perspective on the 
availability of tourism products of Indonesia tourism.
Four out of the five direct effects of hypotheses (paths) 
were found to be significant, with the exception being the 
effect of tourism service quality on tourist loyalty with b and 
p values of 0.052 and 0.453. The standardized direct effects 
of tourism service quality had a positive influence on tourist 
satisfaction (b = 0.415, p-value = 0.000) and tourism product 
availability (b = 0.338, p-value = 0.000), respectively. 
Therefore, hypotheses 1 and 2 were accepted. Furthermore, 
the standardized direct effect of tourism product availability 
had a positive influence on tourist loyalty (b = 0.232, p-value 
= 0.000), therefore, hypotheses 4 was also accepted. The 
standardized direct effect of tourist satisfaction was found 
to exert a positive influence on tourist loyalty (b = 0.415, 
p-value = 0.000), therefore, hypothesis 5 was accepted. 
Hypothesis 6 is associated with service quality’s indirect 
effect on tourist satisfaction and loyalty (b = 0.168, p-value 
= 0.000). Meanwhile, hypothesis 7 is associated with the 
indirect effect of product availability on tourist satisfaction 
and loyalty, which showed a positive relationship (b = 
0.137, p-value = 0.000). Therefore, hypothesis 6 and 7 were 
supported.