The Effect of Service Quality and Heritage Tourism on Tourist Loyalty: The Case of Borobudur Temple

Tourist loyalty to Borobudur Temple is significantly influenced by service quality and price, with responsiveness and tangibles playing key roles. A study of 248 domestic and international visitors found that high satisfaction from responsive service and competitive pricing directly enhances loyalty. While communication quality impacts satisfaction, tangible elements like physical infrastructure are crucial for fostering long-term visitor attachment. These insights suggest that refining service delivery—particularly in responsiveness and price management—could boost Borobudur’s appeal as a UNESCO World Heritage Site, aligning with its potential to rival destinations like Angkor Wat.

Sasongko, G., Kameo, D. D., Siwi, V. N., Wahyudi, Y., & Huruta, A. D. (2025). The Effect of Service Quality and Heritage Tourism on Tourist Loyalty: The Case of Borobudur Temple. Heritage, 8(2), 77. https://doi.org/10.3390/heritage8020077