Role of Destination Image Mediates the Influence of Tourist Experience and Service Quality on Revisit Intention (Study on Domestic Tourists Tanah Lot Tourism Destination Areas)

Abstract

The increasing number of domestic tourist visits has had a positive influence on tourist destinations in Bali, one of which is the Tanah Lot tourist attraction after two years of the tourism industry being closed due to COVID-19. Tourism Destination Areas Tanah Lot needs to increase the number of visits by providing an experience and good service quality so that tourists intend to visit again. The purpose of this research is to explain the role of destination image in mediating the influence of tourist experience and service quality on Revisit Intentions. This research was conducted at Tanah Lot Tourism Destination Areas. The sample in this study was 200 respondents who were domestic tourists who visited Tanah Lot Tourism Destination Areas using the purposive sampling method. This study uses a tool in the form of a questionnaire that is distributed directly to tourists. The analysis technique used is SEM-PLS. The results of this study indicate that 1) tourist experience has a positive and significant effect on revisit intention, 2) service quality has a positive and significant effect on revisit intention, 3) tourist experience has a positive and significant effect on destination image, 4) service quality has a positive and significant effect on intention revisit, 5) destination image has a positive and significant effect on the revisit intention, 6) destination image is able to partially mediate the effect of tourist experience on the revisit intention, and 7) destination image is able to partially mediate the effect of service quality on the revisit intention. Based on the results of the research, Tanah Lot is able to provide meaningful experiences and is able to provide services accurately so as to increase the revisit intention. There is a need for improvement in tourism management by adding a play area for children, increasing supervision of tourists to maintain cleanliness, and increasing supervision of cleaning duties to maintain the surrounding natural environment