THE ROLE OF SATISFACTION AND TRUST ON REVISIT INTENTION DOMESTIC TOURIST TO BANJAR HOT SPRING
Keywords:
service quality, destination image, satisfaction, trust, revisit intention
Abstract
This study seeks to explore the key factors that influence the likelihood of domestic tourists revisiting Banjar Hot Springs in Buleleng Regency. The primary variables under examination include service quality and destination image, with tourist satisfaction serving as a mediating factor and trust functioning as a moderating variable. Data was collected from 200 domestic respondents, and analysis was performed using Smart-PLS 3. The findings reveal that while service quality significantly influences satisfaction, it has a negative effect on revisit intention. Destination image is found to have a substantial impact on both satisfaction and revisit intention. Furthermore, tourist satisfaction positively influences revisit intention. Satisfaction also plays a key mediating role, enhancing the relationship between both service quality and destination image with revisit intention. Trust emerges as a pure moderator in the link between satisfaction and revisit intention, indicating its important role in strengthening the relationship.
References
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Kurniati, L., Faris, S., Pakpahan, E., & Purba, K. (2022). The Effect of Service Quality, Company Image and Prices on Customer Loyalty Through Customer Satisfaction on Consumers Using Line Transportation Applications in Students of The Faculty of Psychology. International Journal of Applied Finance and Business Studies, 10(1), 40–46. Retrieved from www.ijafibs.pelnus.ac.id
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Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 1–12. https://doi.org/10.1186/s43093-020-00021-0.
Seetanah, B., Teeroovengadum, V., & Nunkoo, R. (2020). Destination Satisfaction and Revisit Intention of Tourists: Does the Quality of Airport Services Matter? Journal of Hospitality and Tourism Research, 44(1), 134–148. https://doi.org/10.1177/1096348018798446.
Wantara, P., & Irawati, S. A. (2021). Relationship and Impact of Service Quality, Destination Image, on Customer Satisfaction and Revisit Intention to Syariah Destination in Madura, Indonesia. European Journal of Business and Management Research, 6(6), 209–215. https://doi.org/10.24018/ejbmr.2021.6.6.1192.
Zhang, H., Wu, Y., & Buhalis, D. (2018).A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing and Management, 8(February), 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004.
Abubakar, A. M., Ilkan, M., Meshall Al-Tal, R., & Eluwole, K. K. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 31, 220–227. https://doi.org/10.1016/j.jhtm.2016.12.005.
Adhi, V. K., Gunawan, J., & Hakim, N. S. (2022). Investigasi Karakteristik Demografi dan Perilaku Bepergian Wisatawan Domestik di Masa Pandemi COVID-19. Jurnal Sains dan Seni ITS, 11(2), 8–13.
Ajzen, I. (1991). The Theory Of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(1), 179–211. https://doi.org/10.47985/dcidj.475.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioural intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5.
Breiby, M. A., & Slåtten, T. (2018).The role of aesthetic experiential qualities for tourist satisfaction and loyalty. International Journal of Culture, Tourism, and Hospitality Research, 12(1), 1–14. https://doi.org/10.1108/IJCTHR-07-2017-0082.
Carlos Castro, J., Quisimalin, M., de Pablos, C., Gancino, V., & Jerez, J. (2017). Tourism Marketing: Measuring Tourist Satisfaction. Journal of Service Science and Management, 10(03), 280–308. https://doi.org/10.4236/jssm.2017.103023.
Chi, C.G.-Q. & Qu, H. (2008) Examining the Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty: An Integrated Approach. Tourism Management, 29, 624-636. http://dx.doi.org/10.1016/j.tourman.2007.06.007.
Chu, Q., Bao, G., & Sun, J. (2022). Progress and Prospects of Destination Image Research in the Last Decade. Sustainability (Switzerland), 14(17), 1–21. https://doi.org/10.3390/su141710716.
Gholipour Soleimani, A., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Sciences, 4(1), 1–14. https://doi.org/10.1080/23311886.2018.1560651.
Goodwin, V. L., Whittington, J. L., Murray, B., Nichols, T., Journal, S., Winter, N., & Whittington, J. L. (2015). Moderator or Mediator? Examining the Role of Trust in the Transformational Leadership Paradigm Stable URL : http://www.jstor.org/stable/23209107 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at http: 23(4), 409–425.
Gorji, A. S., Garcia, F. A., & Mercadé-Melé, P. (2023). Tourists' perceived destination image and behavioural intentions towards a sanctioned destination: Comparing visitors and non-visitors. Tourism Management Perspectives, 45(December 2022). https://doi.org/10.1016/j.tmp.2022.101062.
Haddouche, H., & Salomone, C. (2018). Generation Z and the tourist experience: tourist stories and use of social networks. Journal of Tourism Futures, Vol. 4 No. 1, pp. 69-79. https://doi.org/10.1108/JTF-12-2017-0059
Harun, A., Obong, A., Kassim, A. W. M., & Lily, J. (2018). The effects of destination image and perceived risk on revisit intention: A study in the South Eastern Coast of Sabah, Malaysia. E-Review of Tourism Research, 15(6), 540–559.
Hasan, A., Singhal, A., Sikarwar, P., Prakash, K., Raghuwanshi, S., Singh, P. R., & Gupta, D. (2023). Impact of Destination Image Antecedents on Tourists Revisit Intention in India. Journal of Law and Sustainable Development, 11(7), 1–21. https://doi.org/10.55908/sdgs.v11i7.843.
Javed, S., Rashidin, M. S., & Jian, W. (2021). Predictors and outcome of customer satisfaction: the moderating effect of social trust and corporate social responsibility. Future Business Journal, 7(1), 1–18. https://doi.org/10.1186/s43093-021-00055-y
Khoo, K. L. (2022). A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry. PSU Research Review, 6(2), 105–119. https://doi.org/10.1108/PRR-08-2019-0029.
Kılıç, B., Bekar, A., & Yozukmaz, N. (2021). The new foodie generation: gen Z. In Generation Z Marketing and Management in Tourism and Hospitality: The Future of the Industry (pp. 223-247). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-70695-1_9
Kurniati, L., Faris, S., Pakpahan, E., & Purba, K. (2022). The Effect of Service Quality, Company Image and Prices on Customer Loyalty Through Customer Satisfaction on Consumers Using Line Transportation Applications in Students of The Faculty of Psychology. International Journal of Applied Finance and Business Studies, 10(1), 40–46. Retrieved from www.ijafibs.pelnus.ac.id
Loi, L. T. I., So, A. S. I., Lo, I. S., & Fong, L. H. N. (2017). Does the quality of tourist shuttles influence revisit intention through destination image and satisfaction? The case of Macao. Journal of Hospitality and Tourism Management, 32, 115–123. https://doi.org/10.1016/j.jhtm.2017.06.002.
Manyangara, M. E., Makanyeza, C., & Muranda, Z. (2023). The effect of service quality on revisit intention: The mediating role of destination image. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2250264.
Ngoc, K. M., & Trinh, N. T. (2015). Factors Affecting Tourists’ Return Intention towards Vung Tau City, Vietnam—A Mediation Analysis of Destination Satisfaction. Journal of Advanced Management Science, 3, 292-298. https://doi.org/10.12720/joams.3.4.292-298.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 1–12. https://doi.org/10.1186/s43093-020-00021-0.
Seetanah, B., Teeroovengadum, V., & Nunkoo, R. (2020). Destination Satisfaction and Revisit Intention of Tourists: Does the Quality of Airport Services Matter? Journal of Hospitality and Tourism Research, 44(1), 134–148. https://doi.org/10.1177/1096348018798446.
Wantara, P., & Irawati, S. A. (2021). Relationship and Impact of Service Quality, Destination Image, on Customer Satisfaction and Revisit Intention to Syariah Destination in Madura, Indonesia. European Journal of Business and Management Research, 6(6), 209–215. https://doi.org/10.24018/ejbmr.2021.6.6.1192.
Zhang, H., Wu, Y., & Buhalis, D. (2018).A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing and Management, 8(February), 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004.
