Tourism service quality and destination loyalty towards the products of Negeri Sembilan / Muhamad Aqran Azlan

Tourism in strategy marketing is very important in order to enhance and boost the sales of each the products of Negeri Sembilan. So, researcher wants to study what factor can effect on Tourism services and quality towards destination loyalty. It is important on what factors are that make the makes people or visitor to always come and visit Negeri Sembilan and what increases their loyalty.

The purpose of this research is to examine the relationship between tourism service quality and destination loyalty. The paper also investigates the tourism service quality dimensions from tourist viewpoints.

A close-ended questionnaire survey is conducted with a sample size of 50 respondents. SPSS (Statistical Packages for Social Science) version 21 was used to find the data reliability, frequencies of data, correlation test, factor analysis, and regression test in order to test the entire hypothesis involved and also to answer all the objectives that present. As for the reliability test for Assurance, it has the highest value which is 0.773. Assurance shows the highest correlation between independent variable and dependent variable and other variable shows 0.691 for Responsiveness, 0.708 for Reliability 0.689 for Tangible. The highest correlation value is 0.773 with the variable of Assurance. It shows that respondents are prefer on Assurance factor.