Effects of perceived value, expectation, visitor management, and visitor satisfaction on revisit intention to Borobudur Temple, Indonesia

Abstract

ABSTRACT Borobudur Temple is a World Heritage Site in Java, Indonesia, that sees millions of visitors each year. However, first-time sightseers make up the vast majority of visitors, leaving questions as to why few people decide to return to the site. This study aimed to analyze the effects of perceived service quality, perceived value, expectation, and visitor management on visitor satisfaction, and the effect of satisfaction on revisit intention. Data analysis comprised descriptive analysis to determine Borobudur visitors’ agreement level with the aforementioned variables, correlation analysis of these variables with respondents’ characteristics, and regression analysis to identify the effect of the variables on revisit intention. Country of origin was the only visitor characteristic to have a positive and significant correlation with revisit intention. Our hypothesis that all variables have a positive and significant correlation with revisit intention was confirmed, but contrary to previous studies, expectation and perceived value had a greater impact on revisit intention than satisfaction and visitor management. Based on these findings, development of Borobudur and other cultural heritage sites should primarily take visitors’ expectations into account, along with the cultural values inherent in the temple. Visitor experience should be maximized alongside maintaining the cultural significance of the site.