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ABSTRACT:

This research is expected to contribute to a deeper understanding of the dynamics of tourist loyalty in the context of tourist villages in Java, by considering various factors that influence it, such as Experience Value, Destination Image, Destination Service Utility, Tourist Loyalty, Tourist Engagement, and Heritage Value as Variable Intervening. This research model was analyzed using SmartPLS. Data were collected by distributing surveys to 230 tourists visiting tourist villages in Java Island. The data collection technique used a sample non- probability. The results of the study indicate that most of the hypotheses proposed are accepted, it is proven that there are eight hypotheses that are proven to have a significant direct relationship between variables, and three hypotheses do not have a significant relationship. The research model tested only shows the influence of variables that support sustainable growth, with these eight variables. Further research is expected to develop with other variables such as tourism village management, tourism village improvement strategies, tourism village development. This study proves that tourism villages can use research results to identify opportunities and threats that may arise from factors Destination Service Utility, in improving tourism development.

KEYWORDS:

Experience Value, Destination Image, Destination Service Utility, Tourist Loyalty, Tourist Engagement, Heritage Value

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