Influence of Integrated Marketing Communication on Revisit Intention with Visitor Satisfaction as a Mediator

Abstract

This research aims to analyze the relationship between integrated marketing communication strategies in influencing visitor satisfaction and intention to revisit natural tourism destinations in Sampang Regency, Indonesia. Natural tourist destinations that are research locations include Lon Malang Beach, Toroan Beach, and Camplong Beach. Data was collected using a questionnaire filled out by 290 visitors to tourist destinations. Next, the data was analyzed using Smart PLS. Data analysis techniques consist of descriptive statistics and inferential analysis. By applying PLS-SEM analysis, this research finds that integrated marketing communications have a significant effect on visitor satisfaction and intention to revisit. In addition, visitor satisfaction has a significant influence on the intention to revisit, and visitor satisfaction is a mediating factor between integrated marketing communications and revisit intention. This research is useful for planning and exploiting the great potential of natural tourism destinations, especially beach tourism destinations in Sampang Regency, Indonesia.