Abstract
This study aims to examine the effect of tourism image, experiential value, and satisfaction on the intention of revisiting the tourist area. The present study used associative analysis to ascertain the link between two or more variables. The study is being conducted in North Sumatera province, Indonesia, specifically in the tourist area of Lake Toba. The research population is comprised of an undetermined number of tourists that visited the tourist area around Lake Toba. The sample size of 324 was determined, which was obtained by multiplying the least number of samples by four or five questionnaire item categories. An accidental sampling approach was employed in this study, and data processing was performed using descriptive and inferential statistics and Smart-PLS software. The empirical findings indicate that although the tourism image has a significant and positive impact on experiential satisfaction, the direct effect of experiential value has a negative value on experiential satisfaction. Moreover, through tourism experiential satisfaction, experiential value has a negative value on intentions to revisit the destination. On the other hand, the indirect relationship between the tourism image and the intention to revisit through tourism experiential satisfaction has a positive value. AcknowledgmentWe would like to express our gratitude to the Ministry of Education and Culture’s Directorate of Research and Community Service for funding this study via the “Higher Education Excellent Basic Research Grant Fund” program.
Highlights
Tourism has become a major economic growth catalyst in several developing countries
The intention to return has been seen more as an indication of the decision process this study aims to investigate the three and a catalyst derived from satisfaction (Um et systematic effects of tourism image, experiential al., 2006), it pertains to describe a value, and experiential satisfaction on the revisconfirmed intention to return in the absence of a it intention of tourist areas, in the context of the positive attitude towards the service encounter or, Lake Toba tourist area in Indonesia
The study has confirmed that tourism image directly predicts experiential satisfaction and future behavioral intentions, such as intentions to revisit
Summary
Tourism has become a major economic growth catalyst in several developing countries. It contributes to the country’s currency and foreign exchange reserves. Tourism has the potential to accelerate economic growth while creating employment opportunities and stimulating the growth of other sectors.
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