The Influence of Tourist Experience on Revisit Decisions with the Mediation of Tourist Satisfaction

TL;DR

This study investigates how tourist experience and satisfaction influence the likelihood of revisiting Nusliko Park Ecotourism Area, highlighting the mediating role of satisfaction in this relationship.

Contribution

It provides empirical evidence on the mediating effect of satisfaction between tourist experience and revisit decisions in an ecotourism context.

Findings

Tourist experience positively affects revisit decisions.

Tourist satisfaction mediates the relationship between experience and revisit.

Satisfaction directly influences the decision to revisit.

Abstract

Nusliko Park Ecotourism Area is a combination of natural and artificial tourism with the background of Lake Nusliko, which can be developed as a leading tourist attraction. Marketing strategies can be formulated by analyzing the factors influencing the decision to revisit. The decision to revisit is a key indicator that shows the success of a tourism marketing strategy. This study aimed to test and analyze the relationship between tourist experience and tourist satisfaction with the decision to revisit the Nusliko Park Ecotourism area. This type of research is descriptive research. The population in this study was visitors to the Nusliko Park Ecotourism area. The sample criteria were visitors who had visited the Nusliko Park Ecotourism area at least twice and were domiciled in North Maluku. Data were collected through questionnaires, and 114 questionnaires were returned. The research method used non-probability sampling with purposive sampling techniques. These two techniques were used to make it easier for the author to obtain samples because the Nusliko Park Ecotourism area was closed when the research was conducted. After all, it was under repair. Data were processed and analyzed using SEM and through SmartPLS 4.0 software. The study results indicate that the tourist experience and satisfaction positively influence the decision to revisit. Through this study, the satisfaction variable was also found to mediate the relationship between the tourist experience and the decision to revisit