Abstract
This research aims at examining and determining the effect of experience quality on tourists’ behavioral intention either directly or by perceived value, happiness, and tourist satisfaction. The sample in this research includes 227 tourists visiting Dodola Island using purposive sampling technique. The analytical method to test the hypothesis in this research is SEM-PLS. The results show that Experience Quality, Tourist Satisfaction, and Happiness had positive and significant effects on Tourists’ Behavior Intention. Meanwhile, Perceived value did not have any significant effect on Tourist Behavioral Intention as Perceived Value was not able to act as a mediator on the effect of Experience Quality on Behavioral Intention. On the other hand, Perceived Value variable had a positive and significant effect on Tourist Satisfaction. Therefore, the increase in Tourist Satisfaction sourced from Perceived Value could affect behavioral intention. The results of further research also show that Tourist Satisfaction and Happiness could partially mediate the effect of Experience Quality on Behavioral Intention.
Highlights
Island tourism is a special tourism category which is greatly demanded by tourists internationally
This research has revealed that experience quality is a major factor that can increase tourists' behavioral intentions, perceived value, happiness, and satisfaction
The results have shown that perceived value had a positive and significant effect on tourist satisfaction, but perceived value did not have any significant effect on behavioral intention which means that tourists’ perceived value can increase satisfaction but it cannot increase tourists' behavioral intentions
Summary
Island tourism is a special tourism category which is greatly demanded by tourists internationally. In the context of island destinations, Ramseook-Munhurrun et al (2015) developed a model that examines the relationship between destination image, perceived value, tourist satisfaction and loyalty. Hyoungeun Moon and Han (2018) developed a model of island destinations by examining the relationship of experience quality on perceived value, experience satisfaction, fairness of price and loyalty rom the various considerations of previous studies. This research considers that it is important to develop and integrate a model that tests the effect of the experience quality on perceived value, happiness, tourist satisfaction and behavioral intention considering that there are still few studies that look at the integration on the relationship between these variables, especially in the island context. The relationship between experience quality, happiness and behavioral intention is a factor that is still rare in island tourism activities
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