The Impact of Covid-19 on Millennial Perceptions of Experience Quality and Flow of Experience and Its Influence on Behavior Intention to Revisit a Nature and Rural Destination (Case on Jakarta, Indonesia)

Abstract

The purpose of this research is to study Quality of Experience and Flow of Experience and their influence on Behavioral Intentions to visit natural and rural destinations for the millennial generation. A total of 156 respondents were assessed and valid for further analysis. The result is that the Quality of Experience determines the satisfaction and behavioral intentions of millennials. Meanwhile, it is recommended that flow of experience be used to influence satisfaction because it has no effect on behavioral intention. The results also show how satisfaction can be a strong mediation of the two independent variables on behavioral intention. This study uses Structural Equation Modeling (SEM) with a Partial Least Square approach using SMARTPLS 3.0. The population of this research is millennials in the Jakarta area and its surroundings. The questionnaire was run while Jakarta was implementing the Health Protocol for distance and movement restrictions to avoid the spread of Covid-19.