Abstract:
This research explores customer loyalty to travel agencies, focusing on customers who have a minimum of 10 years of travel history and have planned trips consistently over the past 6 years, with at least 4 of these trips booked through the same travel agency.
In this context, a travel agency is defined as a platform, both online and offline that organizes domestic and international tour packages. These packages include group inclusive tours (GIT) and free independent traveller (FIT). Travel agencies provide services such as booking transportation, accommodations, and comprehensive travel experiences to ensure customer satisfaction
