Original Scientific Article
Revisiting Royal Tourism: Tourists’ Intention
to Revisit the Yogyakarta Palace in Indonesia
Usep Suhud
Universitas Negeri Jakarta, Indonesia
usuhud@unj.ac.id
Merry Amelia Dewi
Universitas Negeri Jakarta, Indonesia
merrydewi65@gmail.com
Mamoon Allan
The University of Jordan, Jordan
m.allan@ju.edu.jo
It is well accepted that countries with a monarchy system have the capital to de-
velop royal tourism. Even though Indonesia is a republic, the country was formed
bymerging small kingdoms and sultanates and some of their palaces are now turned
into living museums and attractions for tourists. This study examines the factors in-
fluencing the intentions of tourists to return to the Yogyakarta Palace, a palace be-
longing to a sultanate that still survives and is recognized by the government. The
study cohort was 250 and was selected using the convenience samplingmethod, and
data were tested using an exploratory factor analysis and structural equation mod-
els. The main finding of the current study is that revisit intention was influenced by
service quality, perceived value, tourist satisfaction, and place attachment.
Keywords: royal tourism, palace tourism, royal heritage, place attachment, revisit
intention
https://doi.org/10.26493/2335-4194.15.307-321
Introduction
Currently, several countries have implemented amon-
archy system, such as Brunei Darussalam, the United
Kingdom, Japan, Jordan, Luxembourg, Malaysia, Mo-
rocco, Monaco, Spain, Saudi Arabia, Swaziland, and
Thailand. These countries have a great potential to de-
velop and offer royal tourism,which is a tourismprod-
uct that makes the monarchy an object and subject of
tourism. In general, tourists are interested in aspects
related to the monarchy, from its history, buildings,
and celebrations to its royal members.
Collectively, there are two types of studies that fo-
cus on different aspects of royal tourism. First, the
studies concerning tourism induced by the travels of
royalty, which means royal leaders visit places, which
in turn creates a crowd of tourists travelling to sites
visited by those royal leaders. According to Zuelow
(2006), the visit of King George iv to Scotland in 1822
visit attracted thousands of tourists to also visit this
country. Tourism historians noted this event as the be-
ginning of royal tourism in Scotland, and the tradition
still exists. In the early 1850s, Butler (2007) mentioned
that Queen Victoria and Prince Albert destroyed and
rebuilt a castle there, Balmoral, which they visited ev-
ery summer. The visit of British royalty to Scotland
makes this country attractive in the eyes of interna-
tional tourists and has even become an identity for the
country (Palmer, 2007). As depicted by Leiper (2008),
Academica Turistica, Year 15, No. 3, December 2022 | 307
Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
a similar incident occurredwhenKingChulalongkorn
of Siam (now Thailand) visited Europe in 1897. The
places visited by the King, both in Europe and in Siam
after the King’s return from Europe, became crowded
with tourists, which impacted the local community’s
economy.
The second type of royal tourism studies concerns
the activities carried out in the palaces of royal lead-
ers to attract tourists. Thus, Baxendale (2007) con-
sidered palace tourism as a type of heritage tourism.
Referring to the Tower of London, Windsor Castle,
and Hampton Court in England, she found that vis-
itors were motivated by nationalism and royalism to
visit those sites. Other studies with settings in Indone-
sia concerned how palaces can continue to survive as
cultural centres by holding royal dinners or overnight
stays (Cahyadi, 2015, 2019; Ruastiti, 2015). Indonesia
is a country with thousands of islands and consisted
of small kingdoms and sultanates before its indepen-
dence. At present, despite being a republic, in some
areas there are still several kingdoms, especially the
sultanates. However, they do not have the authority or
power of the kingdoms and empire of previous times
and the number of the remaining sultanates that have
opened their palaces to be tourist destinations is lim-
ited. This current study refers to this second type of
royal tourism.
It is axiomatic that different events involving royal
families – such as births, anniversaries, birthdays, and
funerals – attract remarkable public attention (Raad et
al., 2021). Accordingly, Palmer and Long (2019) shed
light on the impact of royal family life on travel and
tourism patterns through their tourism and leisure
activities and experiences. Elsewhere, Maddens and
Vanden Berghe (2008) have investigated the context
of royal tourism in Spain by focusing on the man-
agement of royal destinations as distinctive historical
contexts for tourists, whereas Lunchaprasith (2022)
has explored the potential of royal tourism in the con-
text of Thailand and found that royal tourism could be
a valuable addition to the country’s existing cultural
tourism attractions or utilized as a tool to enhance the
national heritage for local communities. Furthermore,
Porananond andKing (2016) postulate that to date, the
relevant literature on tourism and monarchies is ded-
icated to the history of the Western Europe, especially
the United Kingdom, and they state that there is an
urgent need to expand the literature to Asian royalty
to fill the gaps in the tourism literature and explore
this issue outside of Europe.
Thirumaran (2016) indicates that royal tourism
shapes a visible and experimental part of the tourism
landscapes in the southeast part of Asian countries
such as Nepal, Myanmar, and Vietnam. It is claimed
that the relationships between royalty and tourism
have received scant attention in the pertinent aca-
demic literature (Dowling, 2010). Only minimal re-
search has explored the linkage between monarchies
past and present in Asian,Middle Eastern and African
contexts (Spellman, 2001). According to Palmer and
Long (2019, p. 9), ‘The motivations, behaviours and
experiences of both casual anddedicated “royal tourist”
visitors to royal events and sites and in the presence of
royalty would also bear analysis in seeking to under-
stand how monarchy is consumed and interpreted by
both domestic and international visitors.’ In the same
vein, the authors found a lack of studies focusing on
tourist behaviour in the context of royal tourism, es-
pecially those using a quantitative approach. For this
reason, this study aims to examine the factors that in-
fluence the intention of tourists to revisit the imperial
palace and the authors chose service quality, tourist
satisfaction, place attachment, and perceived value as
predictors.
Literature Review
Service Quality
According to Park and Jeong (2019), service quality
is one of the most common variables used in tourism
studies between 2008 and 2019. In the pertinent litera-
ture, several methods of tourist service quality assess-
ment are employed, compromising servperf, Crit-
ical Incident Technique (cit), and the servqual
method (Kowalska & Ostrega, 2020). Most research
uses servqual, and the results are in line with the
arguments of Parasuraman et al.’s (1988) and Parasur-
aman et al.’s (1991) arguments. Arguably, several re-
searchers have proposed that a revised measurement
scale is required in the context of tourism services (Yu
et al., 2005). Liu and Lee (2016) examine an integrated
308 | Academica Turistica, Year 15, No. 3, December 2022
Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
model of service quality that demonstrates the affec-
tive mechanisms throughwhich service quality relates
to price perception of service, word of mouth (wom)
and intention to revisit; the context of their study was
the Asia Pacific region.
Accordingly, service quality is a balance between
customer perceptions and their expectations (Bhat,
2012). Dissatisfied tourists have no intention of re-
turning to visit or even have an intention to spread
lousy word-of-mouth reviews. Narayan et al. (2009)
employed two perspectives to measure service qual-
ity in the tourism industry – the customer perspec-
tive and the service provider perspective. Customers
seek the following ten aspects: ‘core-tourism experi-
ence, information, hospitality, fairness of price, hy-
giene, amenities, value for money, logistics, food, and
security’ (Narayan et al., 2009, p. 62). Liu and Lee
(2016) tested the potential relationship between ser-
vice quality, word of mouth, price perception, and
intention to revisit using structural equation mod-
els and other statistical methods and examined their
proposed method on a sample of 484 respondents.
From the perspective of the service providers, they
must be customer-oriented, flexible to different cus-
tomer needs, flexible to changing customer desires,
support and provide flexibility for front-liners to act
quickly and correctly, and focus on company perfor-
mance. Furthermore, service quality follows the type
of tourism products; for example, rural tourism em-
phasizes hardware (including equipment and atmo-
sphere), dish quality, catering price, safety and hy-
giene, service level, and characteristic service (Huang,
2017). On the other hand, culinary tourism consid-
ers reliability, responsiveness, assurance, empathy, and
tangibility (Mulyana & Ayuni, 2019).
Service quality is raised in hospitality, leisure, and
tourism studies such as culinary tourism, rural tour-
ism, eco-tourism, sports tourism, halal tourism, her-
itage tourism, urban tourism, and theme parks (Gu-
mussoy&Koseoglu, 2016;Huang, 2017; Irama&Abror,
2019; Mulyana & Ayuni, 2019; Nian et al., 2019; Shonk
& Chelladurai, 2008). However, there is still a dearth
of studies that research service quality in the context
of royal tourism. Based on reports fromprevious stud-
ies, service quality plays a significant role in shaping
tourists’ perceived value (Lai & Chen, 2011; Nguyen et
al., 2018; Rajic et al., 2013; Kuo et al., 2009), and service
quality is also one of the variables chosen by Donighi
and Yousefi (2016) to confirm post-purchase inten-
tion; they stated that service quality affects perceived
value.
Prior studies have documented the significant ef-
fect of service quality on tourist satisfaction (Kwenye,
2015; Lai & Chen, 2011; Mohamad et al., 2019; Kuo et
al., 2011; Rajic et al., 2013). For example, Kwenye (2015)
measured factors influencing destination loyalty in the
case of natural heritage tourism in a study that took
place at the Victoria Falls heritage site in Zambia and
involved domestic tourists. This scholar showed the
significant influence of service quality on satisfaction
and place attachment. Kwenye (2015) also documented
the significant impact of perceived value on satisfac-
tion and place attachment.
Previous studies have shown the influence of ser-
vice quality on revisit intention (Amalia & Hidayat,
2019; Dedeoğlu, 2019; Herstanti et al., 2014; Timur,
2018). For example, Herstanti et al. (2014) investigated
tourists who had visited Sydney in Australia, asking
which factors encouraged them to return, and one of
their findings is the influence of tour quality on the
intention of tourists to visit again.
Service quality is one of the components for build-
ing tourists’ attachment to the destinations they visit
(Cheng et al., 2018; Kwenye, 2015; Mohamad et al.,
2019; Nian et al., 2019). For example, Nian et al. (2019)
paid attention to heritage conservation intention and
recruited tourists who visited World Heritage Sites as
participants in their study, and they also mentioned
that service quality affects place attachment.
Guided by the previous studies, four hypotheses re-
lating to service quality were formulated as follows:
h1 Service quality will have a significant impact on
perceived value.
h2 Service quality will have a significant impact on
tourist satisfaction.
h3 Service quality will have a significant impact on
revisit intention.
h4 Service quality will have a significant impact on
place attachment.
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Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
Perceived Value
Tourists pay what they must, and this can be related
to tickets for flights, hotel rooms, or vehicle rentals, all
to reach a tourism destination and they therefore re-
ceive what they (should) receive from their payments.
Zeithaml (1988) defined perceived value as the overall
value of a product (goods and services) based on the
benefits and the sacrifices incurred to get these goods
and services, according to customer perceptions. Ac-
cording to Petrick (2002), the concept of perceived
value consists of behavioural prices, monetary prices,
emotional responses, quality, and reputation, whilst
consumers’ attainment of products (goods and ser-
vices) is not just a transfer of ownership, but also the
perception of benefits and value for the money in-
volved and the psychological response to the quality
and reputation of the products.
Researchers have used perceived value to predict
tourist satisfaction (Butler, 2016; Konuk, 2019; Lai &
Chen, 2011; Rajic et al., 2013; Wang et al., 2017). For ex-
ample, Wang et al. (2017) investigated influencing fac-
tors of tourist loyalty in the context of car tourism. Par-
ticipants in the study were visitors to a World Natural
Heritage site in Xinjiang, China. They employed desti-
nation image, perceived value, and satisfaction tomea-
sure loyalty, and one of their findings is that perceived
value has a significant impact on tourist satisfaction.
One of the key important factors to predict re-
visit intention is perceived value (Chen & Chen, 2010;
Pilelienė & Grigaliūnaitė, 2014; Suhud & Wibowo,
2016; Ting & Thurasamy, 2016). For instance, Suhud
and Wibowo (2016) examined the influencing factors
of revisit intention to vintage-concept restaurants, and
they postulate that perceived value has a significant
impact on revisit intention. Based upon the previous
studies, two hypotheses were formulated.
h5 Perceived value will have a significant impact on
tourist satisfaction.
h6 Perceived value will have a significant impact on
revisit intention.
Place Attachment
Inalhan and Finch (2004) introduced the concept that
place attachment is a form of a sense of belonging,
and they further suggested three elements that make
up this sense of belonging: attachment, familiarity, and
identity. Attachment refers to emotional bonding be-
tween an individual and a place, whereas familiarity is
‘the processes by which people develop detailed cog-
nitive knowledge of their environs’ (2004, p. 123) and
place identity is an individual’s self-representation of
the places they have lived in. On a different note, Scan-
nell and Gifford (2010) put forward the idea that place
attachment consists of persons, place, and process, and
thus, they further summarize those persons cannot
be separated from their religious and historical back-
grounds, including their experience, realization, and
milestones. In addition, the persons’ places cannot be
separated from social and physical elements, both nat-
ural and artificial and the process is cognitive, affec-
tive, and conative.
In their lives, tourists may travel to various desti-
nations, and it is not certain that all the destinations
they visit will have a particular meaning for them. The
creation of this meaning can tie tourists emotionally
to the destinations they are visiting (Low & Altman,
1992). Place attachment is often associatedwith a sense
of place, the meaning of a place, and the place’s iden-
tity, which is a form of interaction between humans
and a place and its impact on that person’s emotional
bond with that place (Hashemnezhad et al., 2013).
Prior studiesmeasure the effect of place attachment
on revisit intention (Kil et al., 2012; Neuvonen et al.,
2010; Prayag & Ryan, 2012; Su et al., 2018). For exam-
ple, Kil et al. (2012) conducted a study in the state of
Florida, in theUnited States, involving visitors to a for-
est for recreation and tourism. They tested the effect
of place attachment on future visit intention, and they
mention that place attachment influences visitors’ fu-
ture visit intentions.
Thus, this study tests the following hypothesis.
h7 Place attachment will have a significant impact
on revisit intention.
Tourist Satisfaction
Tourists are customers who buy and consume a prod-
uct, and they may be satisfied because the features or
attributes of the product match their expectations. It
could be argued that satisfaction plays a vital role in
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Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
the decision-making process about goods and services
provided by tourismdestinations (Shavanddasht&Al-
lan, 2018). Suchánek et al. (2015, p. 329) defined cus-
tomer satisfaction as ‘satisfaction with a product and
business performance as the ability to generate profits,’
whilst Ozturk (2015, p. 2817) define it as ‘an emotional
response to the experiences provided by and associ-
ated with particular products or services purchased.’
In the context of the tourism industry, tourists buy a
tourism product or visit a destination and may be sat-
isfied because of the attributes possessed by a destina-
tion, which can be something tangible or intangible,
physical or non-physical.
Correia et al. (2013) developed a tourist satisfac-
tion scale based on tourist motivation when visit-
ing a destination. They further tested three concepts,
namely tourist motivation related to facilities, knowl-
edge, and novelty, and the level of tourist satisfaction
with the three concepts; they believed that tourist sat-
isfaction is a manifested tourist motivation. Further-
more, Ghose and Johann (2018) reported that tourist
satisfaction is formed because of the tourist experi-
ence related to destination attributes which include
climate, attractions, nature, shopping opportunities,
safety, opportunity tomeet people, and entertainment.
They also mentioned tour package features as an as-
pect that could provide satisfaction to tourists. This
feature includes ‘attractiveness of the program, orga-
nization, hotels, restaurants andmeals, standard of the
bus, tour escort, and price/quality relationship’ (2018,
p. 15). Several factors determine tourist satisfaction, in-
cluding accommodation services, local transport ser-
vices, hygiene (including cleanliness and sanitation),
hospitality and customer care, availability of facilities
and activities, levels of prices, language communica-
tion, and destination airport services (Kozak, 2010).
A number of studies have proven that there is a sig-
nificant effect of tourist satisfaction on place attach-
ment (Butler, 2016; Gan et al., 2017; Hosany et al., 2017;
Kwenye, 2015; Reitsamer & Brunner-Sperdin, 2021; Su
et al., 2018; Xu & Zhang, 2016; Zhou et al., 2020). For
example, Xu and Zhang (2016) conducted an urban
tourism study and compared the destination loyalty of
Chinese and Western tourists who visited Hangzhou,
China. They concluded that tourist satisfaction is an
Tourist
satisfaction
Revisit
intention
Place
attachment
Service
quality
Perceived
value
H8
H7
H9
H1
H2
H3
H4
H5
H6
Figure 1 The Proposed Research Model
important key to influence place attachment both for
Chinese and Western tourists. Furthermore, accord-
ing to Butler (2016), perceived value, satisfaction, and
place attachment can be employed to examine the loy-
alty of business club members in North America and
satisfaction significantly affects place attachment.
Several past studies provide clues about the influ-
ence of tourist satisfaction on revisit intention (Han et
al., 2009; He & Luo, 2020; Mannan et al., 2019; Rajput
& Gahfoor, 2020). For instance, Suid et al. (2017) con-
ducted a study to examine the effect of tourist satisfac-
tion on revisit intention involvingMuslim travellers in
Malaysia in which they claimed that tourist satisfac-
tion has a significant impact on revisit intention.
The following two final hypotheses relating to the
role of tourist satisfaction were formulated:
h8 Tourist satisfaction will have a significant im-
pact on place attachment.
h9 Tourist satisfaction will have a significant im-
pact on revisit intention.
Figure 1 shows the proposed researchmodel, based
upon the literature discussed above.
Methods
Measures
The researchers employed existing scales and mea-
sures and indicators from previous studies, adapted
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Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
for this current study, and it could be argued that
the utilization of existing scales offers better reliabil-
ity and validity for the survey. There were five vari-
ables used in this current study, including service
quality, perceived value, tourist satisfaction, place at-
tachment, and revisit intention. Thus, service qual-
ity was measured, adapting indicators taken from Liu
and Lee (2016), whilst perceived value, tourist satis-
faction, and revisit intention were examined, adapting
indicators from the study of Herstanti et al. (2014),
and place attachment was measured, adapting indica-
tors fromRamkissoon et al. (2013). All indicators were
adapted into Indonesian and measured on a six-point
Likert-type scale: from 1 for ‘strongly disagree’ to 6 for
‘strongly agree.’ We deliberately chose the six-point
scale to prevent participants from choosing ‘neutral’
answers.
Data analysis Methods
As a general protocol before testing the hypothesis,
the first phase that the authors completedwasmeasur-
ing the validity of the data using the exploratory fac-
tor analysis (efa) method which aims to see whether
each variable has dimensions and to filter which indi-
cators are considered valid. The lowest level of valid-
ity for each indicator is 0.4. According to Hair et al.
(2016), the minimum number of respondents is 200,
and the minimum loading factor required is 0.4, thus,
in this case, the study cohort is 250 participants. The
next phase after testing data validation was testing the
reliability of the data and the authors further calcu-
lated each available construct for observing the Cron-
bach’s alpha scores; the construct could be variables or
the dimensions of variables. The lowest alpha value we
adoptedwas 0.7 ormore significance for any construct
tested to be reliable; we did not include constructs with
an alpha value below 0.7 for the examination of the hy-
pothesis. We used spss version 27 software to calcu-
late the validity and reliability of the data.
The authors used a structural equationmodel (sem)
with amos version 27 software to test the hypothe-
sis and calculate data that will indicate if a model fits
with specific criteria. There are four criteria that the
authors chose, including probability, the Minimum
Sample Discrepancy Function per Degree of Freedom
Table 1 Rules of Thumb for a Fit Measure
Fit measure Good fit indices Sources
Probability 0.05 < p ≤ 1.00 Schermelleh-Engel
et al. ()
X2/df 0 ≤ X2/df ≤ 2.00 Tabachnick et al.
()
cfi 0.95 ≤ cfi ≤ 1.00 Hu and Bentler
()
rmsea 0 ≤ rmsea ≤ 0.05 Browne and Cudeck
()
(cmin/df), Comparative Fit Index (cfi), and Root
Mean Square Error of Approximation (rmsea). The
rule of thumb for each criterion is presented in Table 1.
Results
Data were collected at the Yogyakarta Palace which
is a particular province where the sultanate system is
still maintained. The palace complex is still active as
a tourist destination and a residence for the Sultan
and his family and currently, the Sultan is also serving
as a governor in the Special Province of Yogyakarta.
Participants were palace visitors, and they were se-
lected using the convenience sampling method: the
author distributed a printed questionnaire to the par-
ticipants, and the participants filled out the question-
naire by themselves. The number of participants in
this study was 250, consisting of 133 male participants
(53.2) and 117 female participants (46.8) who have
visited the Yogyakarta Palace at least once. The survey
results show that 159 participants (63.6) have vis-
ited once, 52 participants (20.8) have visited twice,
21 participants (8.4) have visited three times, and 18
participants (7.2) have visitedmore than three times.
Furthermore, 169 participants (67.6) were aged be-
tween 18 and 23 years old, and 171 participants (68.4)
completed high school level education. In addition,
this survey revealed that 205 participants (82.0) were
single, and 129 participants (61.6) were not working
(Table 2).
Data Validity and Reliability Tests
Table 3 presents the validity and reliability tests re-
sults, which consist of nine constructs from six vari-
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Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
Table 2 Participants’ Profiles
Category Group f f%
Sex Male  .
Female  .
Total  .
Age <  .
–  .
–  .
–  .
–  .
Level of education
completed
Less than high school  .
High school  .
Diploma  .
Undergraduate  .
Marital status Unmarried  .
Married  .
Separated/divorced  .
Occupational status Unemployed  .
Employed  .
Self-employed  .
ables. First, place attachment consisted of six indica-
tors, with an alpha score of 0.954, whilst the second
variable is perceived value, which contained two di-
mensions. The first dimension had four indicators,
with an alpha value of 0.912, and the second dimen-
sion comprised five indicators, with an alpha value of
0.963. Third, tourist satisfaction shaped three dimen-
sions; the first dimension had two indicators, with an
alpha score of 0.118, the second dimension had an al-
pha score of 0.906, and the third dimension had two
indicators, with an alpha score of 0.774. Fourth, service
quality possessed seven indicators and an alpha score
of 0.919. The fifth variable was revisit intention, with
two dimensions: the first dimension consisted of two
indicators, with an alpha score of 0.827, and the second
dimension contained three indicators, with an alpha
score of 0.910. Of all the constructs, one of them was
considered unreliable because it had an alpha score of
0.118, thus, for this reason, this construct was excluded
from further analysis.
Tourist
satisfaction
Revisit
intention
Place
attachment
Service
quality
Perceived
value
0.19
0.21
0.350.29
0.46
0.24
0.53
0.11
0.09
Figure 2 Structural Model of the Hypotheses Testing
Hypotheses Tests
Figure 2 is a structural model of the hypotheses test-
ing model which achieved a fitness with probabil-
ity, cmin/df, cfi, and rmsea scores of 0.398, 1.048,
0.999, and 0.014, respectively.
Table 4 presents results of the hypotheses test-
ing which reveal that there were 9 hypotheses tested.
Based on the structural equation model calculation,
eight hypotheses (h1, h2, h3, h4, h6, h7, h8, and
h9) gained critical ratio (cr) scores of 2.031 and larger,
whereas one hypothesis (h5) obtained a cr score of
1.688.
Discussion
The current study examined nine hypotheses concern-
ing tourist visits to theYogyakarta Palace in the Special
Province of Yogyakarta which is considered unique
because it also operates under the sultanate system,
apart from being part of the Republic of Indonesia. Of
the nine hypotheses tested, eight were accepted, and
one hypothesis was rejected.
Nguyen et al. (2018) employed service quality to
measure perceived value and examined the effect of
service quality on perceived value. In our study, this
path obtained a cr score of 4.164, indicating that the
first hypothesis was accepted. Forms of palace man-
agement services include welcoming guests, providing
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Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
Table 3 Results of Data Validity and Reliability Tests
Variables and indicators () ()
Place attachment .
pa The Yogyakarta Palace is significant to me. .
pa I am very familiar with the Yogyakarta Palace. .
pa My friends/family prefer the Yogyakarta Palace compared to other tourist destinations. .
pa I feel a strong sense of belonging to the Yogyakarta Palace, related to the arrang./facilities available. .
pa I am very attached to the Yogyakarta Palace. .
pa If I don’t visit the Yogyakarta Palace, my friends/family will be disappointed. .
Perceived value  .
pv I felt that I gained additional knowledge through visiting the Yogyakarta Palace. .
pv I gained valuable experience that I can share with others after visiting the Yogyakarta Palace. .
pv I felt the benefits of visiting the Yogyakarta Palace are in line with the price I paid. .
pv The ticket price for the Yogyakarta Palace meets my estimation. .
Perceived value  .
pv I got services from the Yogyakarta Palace worth what I spent. –.
pv I felt the new experience of an unforgettable trip by visiting the Yogyakarta Palace. –.
pv The art performance at the Yogyakarta Palace made a good impression on me. –.
pv I visited the Yogyakarta Palace because I wanted to. –.
pv I witnessed unique attrac. in the Yogyakarta Palace, which I did not find in other tourist attractions.–.
Tourist satisfaction  .
ts I am satisfied because access to the Yogyakarta Palace is easy. .
ts I am satisfied because transportation to the Yogyakarta Palace is easy. .
Tourist satisfaction  .
ts I enjoyed visiting the Yogyakarta Palace. –.
ts I am satisfied to see historical objects in the Yogyakarta Palace. –.
ts I am satisfied to see the paintings in the Yogyakarta Palace. –.
ts I am satisfied watching art performances at the Yogyakarta Palace. –.
Tourist satisfaction  .
ts I am satisfied visiting the Yogyakarta Palace. .
ts I am satisfied because it’s easy to find an atm. .
Continued on the next page
tour guides, and performances. Participants consider
these services positively, and they strengthened the
perceived value of tourist visits to this royal tourism
destination. In the same vein, Donighi and Yousefi
(2016) stated that service quality has a significant ef-
fect on perceived value.
The second hypothesis in the current study investi-
gated the effect of service quality on tourist satisfaction
and it obtains a cr score of 5.809, so it can be consid-
ered significant. This finding supports previous stud-
ies (Kwenye, 2015; Lai & Chen, 2011) which noted that
good service is the key element for tourist satisfaction.
In this case, the participants described the Yogyakarta
palace as visually appealing and the employees as po-
lite. Rajic et al. (2013) claimed that service quality has
a significant effect on tourist satisfaction.
314 | Academica Turistica, Year 15, No. 3, December 2022
Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
Table 3 Continued from the previous page
Service quality .
sq When I have a problem, the Yogyakarta Palace employees are responsive in solving it. .
sq The Yogyakarta Palace employees are willing to take the time to respond to visitor requests. .
sq The Yogyakarta Palace employees are consistently polite to me. .
sq The Yogyakarta Palace employees are always willing to help me. .
sq The facilities at the Yogyakarta Palace are visually appealing. .
sq The Yogyakarta Palace understood what I needed and tried to accommodate me. .
sq The Yogyakarta Palace has convenient operating hours for all visitors. .
Revisit intention () .
ri I prefer visiting the Yogyakarta Palace compared to other tourist attractions. –.
wom The Yogyakarta Palace is my choice of destination for a future vacation. –.
ri I will revisit the Yogyakarta Palace for a vacation. –.
Revisit intention () .
ri I will tell you positive things about my experience during a vacation at the Palace Yogyakarta. –.
ri I would recommend the Yogyakarta Palace to my relatives as a vacation destination. –.
ri I will recommend the Yogyakarta Palace to my friends. –.
Notes Column headings are as follows: (1) factor loadings, (3) Cronbach’s alpha.
Table 4 Results of the Hypotheses Testing
Hypotheses Paths cr P Results
h Service quality ⇒ Perceived value . *** Accepted
h Service quality ⇒ Tourist satisfaction . *** Accepted
h Service quality ⇒ Revisit intention . . Accepted
h Service quality ⇒ Place attachment . *** Accepted
h Perceived value ⇒ Tourist satisfaction . . Rejected
h Perceived value ⇒ Revisit intention . . Accepted
h Tourist satisfaction ⇒ Place attachment . . Accepted
h Tourist satisfaction ⇒ Revisit intention . *** Accepted
h Place attachment ⇒ Revisit intention . *** Accepted
Service quality is often considered as a determining
factor for tourists’ intention to return in the future to a
tourism destination. In this case, the tourists thought
the services provided by the Yogyakarta Palace to be
good, and because of that, they wanted to return to
visit the destination. The third hypothesis examined
the effect of service quality on revisit intention and
its path had a cr score of 3.168, thus, this third hy-
pothesis was considered significant. Dedeoğlu (2019)
demonstrated the considerable impact of service qual-
ity on revisit intention.
Tourists’ perception of the service quality provided
by the Yogyakarta Palace created a bonding to the Yo-
gyakarta Palace, confirming, as was conveyed by pre-
vious studies, that service quality can boost place at-
tachment (Donighi & Yousefi, 2016; Lai & Chen, 2011;
Rajic et al., 2013). This path acquired a cr score of 5.97
and automatically indicated that the fourth hypothesis
Academica Turistica, Year 15, No. 3, December 2022 | 315
Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
was accepted. Kuo et al. (2009) reported that service
quality had a significant effect on place attachment.
The fifth hypothesis questions the effect of per-
ceived value on tourist satisfaction. In general, per-
ceived value had a significant effect on tourist satis-
faction (Butler, 2016; Konuk, 2019; Lai & Chen, 2011).
However, based on the result of sem calculations, this
path obtains a cr score of 1.668 and the calculation
results showed that this hypothesis was rejected and
that the value perceived by tourists from their visit to
Yogyakarta Palace was insufficient to achieve satisfac-
tion.
The sixth hypothesis examined the effect of per-
ceived value on revisit intention and this hypothesis
is accepted with a cr score of 2.031. The perceived
value of a tourist visit to the Yogyakarta Palace can
strengthen the intention of a tourist to visit again: the
participants assumed that they had gained additional
knowledge and valuable experiences to sharewith oth-
ers by visiting this palace. This finding is in line with
several previous studies (Pilelienė & Grigaliūnaitė,
2014; Suhud & Wibowo, 2016; Ting & Thurasamy,
2016), which revealed a significant effect of perceived
value on revisit intention.
Another hypothesis tested was the effect of tourist
satisfaction on place attachment, which generates a
cr score of 2.85, indicating that the seventh hypothe-
sis was accepted. Satisfied tourists will easily tie them-
selves to the destinations they visit and tourists who
visited Yogyakarta Palace achieved satisfaction be-
cause their expectations matched what they got. Xu
and Zhang (2016) said that there was a significant in-
fluence of tourist satisfaction on place attachment.
This finding corroborates the results of other stud-
ies (Butler, 2016; Hosany et al., 2017; Reitsamer &
Brunner-Sperdin, 2021; Zhou et al., 2020).
Tourist satisfaction is one of the significant stim-
uli to encourage tourists to revisit a destination and
tourists got what they had hoped for before they vis-
ited. The eighth hypothesis is accepted, with a cr
score of 3.303, and this finding supports the results
of previous studies (Chou, 2014; Mannan et al., 2019;
Rajput & Gahfoor, 2020). In this case, the participants
were satisfied because they could see the historical ob-
jects in the palace complex, including valuable paint-
ings. According to He and Luo (2020), tourist satis-
faction is an essential factor in encouraging tourists to
visit again.
When the attributes of the Yogyakarta Palace af-
fected the hearts of tourists, there was no other choice
for those tourists but to have the intention to visit in
the future. In this study, place attachment examined
revisit intention, and this path obtained a cr score of
4.919, which indicated that the ninth hypothesis was
accepted. This finding also reinforced previous stud-
ies (Kil et al., 2012; Neuvonen et al., 2010; Su et al.,
2018). In this case, the participants felt a strong sense of
belonging, and their friends and family also preferred
the Yogyakarta Palace to other destinations, which is
in agreement with Prayag and Ryan (2012), who stated
that there was a significant effect of place attachment
on revisit intention.
Conclusion
This study was conducted at the Ngayogyakarta Ha-
diningrat Sultanate Palace (for marketing purposes,
the palace managers have shortened the name of this
palace to Yogyakarta Palace, so it is easy for tourists
to remember). This study aimed to examine the fac-
tors that influence the intention of tourists to return to
the Yogyakarta Palace and there were nine hypotheses
proposed to be tested; however, only eight hypothe-
ses were accepted. In this study, service quality effec-
tively influences perceived value, tourist satisfaction,
revisit intention, and place attachment and also, per-
ceived value affected revisit intention. Another vari-
able that plays a significant role was tourist satisfac-
tion, which could affect place attachment and revisit
intention, and place attachment affected revisit inten-
tion construct.
The scope of this study was limited in terms of the
sample selection technique. Consequently, the authors
used the convenience sampling technique, so the find-
ings of this study cannot be generalized to the whole
population. Primarily, data collection was carried out
on weekdays, even though most tourist visits occur
on weekends. In addition, the scope of tourists was re-
stricted to the age category 18–23 years old, high school
graduates, single, and unemployed. The authors can-
not provide suggestions for the results if the sample
316 | Academica Turistica, Year 15, No. 3, December 2022
Usep Suhud, Merry Amelia Dewi, and Mamoon Allan Revisiting Royal Tourism
groups had different profiles. Another limitation of
this research is from the observations of the second
author, who collected data on-site.Most of the tourists
who filled out the questionnaire seemed to spend lit-
tle time at the palace: they scanned some spots then
went to other spots as they were too busy doing selfies
and group selfies, possibly because most visitors are
young.
This study expands research on royal tourism,
which is still limited, especially on tourist behaviour
in Indonesian and Southeast Asian settings. So far,
Cahyadi (2015) has raised concerns about the authen-
ticity and commodification of culture at the Puri An-
yar Kerambitan, Bali. Cahyadi (2019) and Ruastiti
(2015) focused on the efforts made by the Gianyar
Palace management in Bali to make the palace a cul-
tural centre through tourism activities, for example,
from providing dinner packages with royal members
to displaying dances and typical royal wedding proces-
sions. Rahmawati (2013) conducted another study on
royal tourism and revealed that one of the events held
at the Surakarta Hadiningrat Palace was providing a
limited-quota package to stay in the palace, which is
located in the city of Surakarta (Solo), Central Java
Province. Furthermore, this study also expands the
scope of cultural tourism, as initiated by Dunbar-Hall
(2001), MacLeod (2006), and Schildkrout (1999); all
matters relating to the kingdom, for example, activ-
ities of the local royal family, treasury, and historic
houses, can be a part of cultural tourism.
The Yogyakarta Palace managers can benefit from
the findings of this study, particularly regarding the
factors that can influence tourists who have visited
the palace to have the intention of returning. Factors
that directly affect return visits are tourist satisfaction,
service quality, and place attachment, thus, tourism
sitesmanagers could apply such factors to attract royal
palace tourists.
The authors suggest that future studies, especially
regarding tourist behaviour in royal tourism, should
modify the researchmodel by considering using other
predictor variables such as travel motivation and des-
tination image and it is also worth trying variables re-
lated to psychographics, for example, lifestyle and per-
sonality (novelty-seeking, and sensation-seeking).
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