The Role of Customer Values in Increasing Tourist Satisfaction in Gianyar Regency, Bali, Indonesia

Customer value has long been believed to be a direct trigger for increased tourist satisfaction, but as a mediating variable, it still needs to be proven further. This paper aims to examine the causal relationship between research variables, as well as to examine the role of customer value as a mediating variable in the relationship between service quality, brand quality, tourism products, customer value, and tourist satisfaction with tourists’ objects. The population is tourists who visit tourist sites/destinations in the Gianyar Regency on the island of Bali, Indonesia, and the sample size is 270 respondents, selected through random sampling. Structural equation modeling (SEM), a multivariate statistical analysis technique, is used to analyze the causal relationships between variables. The results show that the model is accepted, and customer value is proven to be a positive mediating variable. The results also show that service quality, brand quality, and tourism products have an effect on customer value. This provides insight into the practical implications for tourism managers to increase the brand quality of tourist attractions as well as increase the professionalism and quality of tour guide services. This, in turn, will increase customer value and increase tourist satisfaction.