Abstract
Almost all countries in the world try to increase the attractiveness of tourist destinations owned by their countries, including Indonesia. Various strategies have been decided by the stakeholders in the tourism industry to lure tourists to their tourist destinations. The purpose of this study is to develop a model in the tourism industry by analyzing tourist behavior in returning visits to a tourist destination. This study uses a survey method with a quantitative approach. The attitude measurement scale is the differential magnetic scale, the primary data obtained from 502 respondents who had visited Bandung, or Yogyakarta, or Bali. The analytical tool used in this study is Structure Equation Modeling with AMOS 23.0 software. There are six variables examined in this study, namely revisit intention, e-WOM, destination experience, destination identity, destination service quality, and destination natural quality. The results found that revisit intention and e-WOM will be affected by destination experience. A pleasant experience during a visit to a tourist destination can be maintained by the right destination identity and destination service quality. Also, destination experience strengthened by excellent destination natural quality. This research model can be adopted in various tourist destinations to increase the number of tourists visiting.
Highlights
The tourism industry is one industry that is proliferating and faces intense global competition (Khatri, 2019)
The research variables consist of 6 variables includes: revisit intention consist of 4 measurement items, e-WOM consists of 5 measurement items, destination experience consists of 6 measurement items, destination identity consists of 6 measurement items, Destination Service Quality (DSQ) consist of 13 measurement items, and Destination Natural Quality (DNQ) consists of 6 measurement items
Good destination service quality is able to create a pleasant experience for tourists while visiting a tourist destination
Summary
The tourism industry is one industry that is proliferating and faces intense global competition (Khatri, 2019). Destinations around the world compete to increase the number of tourists and larger investors who will later contribute to the growth and development of them (Keith, 2011). Considering how important a tourist destination element in a destination, over the past few decades, researchers have tried to produce a theoretical solution and the value measurement model in a place, destination, and travel destinations (De Noni et al, 2018). The core of the tourism industry in the world currently is about the experiences felt by tourists while in tourist destinations (Brent Ritchie et al, 2011). Creating an excellent customer experience emerges as an essential purpose for companies in the tourism industry.
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