Tourist Satisfaction as a Bridge Between Memorable Tourism Experience and Revisit Intention: An Empirical Study of Aek
DOI:
https://doi.org/10.25299/syarikat.2025.vol8(1).22170Keywords:
Memorable Tourism Experience, Revisit Intention, SatisfactionAbstract
Fluctuations in tourist visits to Aek Sijorni, the lack of variety in tourism activities, inadequate facilities, limited destination information, and suboptimal social interactions have led tourists to feel that their experiences were neither unique nor satisfying. Therefore, this study aims to analyze the influence of memorable tourism experience on the intention to revisit the Aek Sijorni tourist destination, as well as the role of tourist satisfaction as a mediating variable. This research employs a quantitative approach with a random sampling technique, involving 383 respondents who have visited Aek Sijorni. The analysis method uses Structural Equation Modeling - Partial Least Squares (SEM-PLS) with the aid of WarpPLS 7.0 software. The results show that memorable tourism experience significantly affects both satisfaction and revisit intention. Satisfaction was found to mediate the relationship between memorable tourism experience and revisit intention, emphasizing the importance of experience and satisfaction in building tourist loyalty. The implication is that tourist destinations need to create unique experiences through cleanliness, adequate facilities, and culturally based programs. Proper facility management, friendly service, and positive interaction with the local community can enhance tourist satisfaction and loyalty. Therefore, the government and destination managers need to improve service quality, involve local communities in tourism activities, and develop marketing strategies based on cultural values. Infrastructure support and staff training must also be optimized to ensure tourist comfort and enhance the destination’s competitiveness. The limitations of this study lie in its geographically restricted scope, focusing only on a single tourist destination, Aek Sijorni, which means the findings may not be generalizable to other destinations with different characteristics. Additionally, the data collected are self-reported, which may contain subjective perception biases from the respondents. This study also does not explore external factors such as digital promotion or competition dynamics among destinations that may also influence revisit intention.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & health, 26(9), 1113-1127.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human behavior and emerging technologies, 2(4), 314-324.
Apriliyanti, E., Hudayah, S., & Za, S. Z. (2020). Pengaruh daya tarik wisata, citra destinasi dan sarana wisata terhadap kepuasan wisatawan citra niaga sebagai pusat cerminan budaya khas kota samarinda. Jurnal Manajemen, 12(1), 145-153.
Bigne, E., Fuentes-Medina, M. L., & Morini-Marrero, S. (2020). Memorable tourist experiences versus ordinary tourist experiences analysed through user-generated content. Journal of Hospitality and Tourism Management, 45, 309-318.
Cárdenas-García, P. J., Brida, J. G., & Segarra, V. (2024). Modeling the link between tourism and economic development: evidence from homogeneous panels of countries. Humanities and social sciences communications, 11(1), 1-12.
Ernawati, D. P. (2019). Development of the tourism industry as the motor of economic growth in Indonesia. International Journal of Science and Society, 1(4), 145-153.
Gohary, A., Pourazizi, L., Madani, F., & Chan, E. Y. (2020). Examining Iranian tourists’ memorable experiences on destination satisfaction and behavioral intentions. Current Issues in Tourism, 23(2), 131-136.
Hosany, S., Sthapit, E., & Björk, P. (2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467-1486.
Hosseini, S., Cortes-Macías, R., & Almeida-García, F. (2024). Extending the memorable tourism experience construct: An investigation of tourists’ memorable dark experiences. Journal of Vacation Marketing, 30(1), 21-44.
Jayanti, N. L. S., & Yulianthini, N. N. (2022). Pengaruh fasilitas serta kualitas pelayanan terhadap kepuasan pelanggan domestik objek wisata Taman Air Tirtagangga. Jurnal Manajemen Perhotelan Dan Pariwisata, 5(3), 306-312.
Kim, H. B., & Lee, S. (2015). Impacts of city personality and image on revisit intention. International Journal of Tourism Cities, 1(1), 50-69.
Lubis, R., Rusydiana, A., Nasirin, W. K., & Kartikawati, D. R. (2023). Human Development Index and Halal Tourism Performance: Case Study of The Country with The Lowest Safety for Muslim Tourists. Amwaluna: Jurnal Ekonomi dan Keuangan Syariah, 7(2), 243-257.
Luvsandavaajav, O., Narantuya, G., Dalaibaatar, E., & Raffay, Z. (2022). A longitudinal study of destination image, tourist satisfaction, and revisit intention. Journal of Tourism and Services, 13(24), 128-149.
Mahdzar, M. (2019). Tourists’ perception on memorable tourism experience towards their revisit intentions to Islamic tourism destination in Shah Alam, Selangor. Journal of Emerging Economies & Islamic Research, 7(1), 1-8.
Manzoor, F., Wei, L., Asif, M., Haq, M. Z. U., & Rehman, H. U. (2019). The contribution of sustainable tourism to economic growth and employment in Pakistan. International journal of environmental research and public health, 16(19), 3785.
Rahayu, I. W. P., & Yusuf, M. (2021). Hubungan Memorable Culinary Tourism Experiences dan Minat Berkunjung Kembali Wisatawan di Warung Kopi Klotok Yogyakarta. Jurnal Master Pariwisata (JUMPA), 7, 1-32.
Rusby, Z., Arif, M., No, J. K. N., & Marpoyan, P. (2020). Development of sharia tourism in Riau province Indonesia. African Journal of Hospitality, Tourism and Leisure, 9(1), 1-13.
Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549.
Sthapit, E., & Coudounaris, D. N. (2018). Memorable tourism experiences: Antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1), 72-94.
Tabaeeian, R. A., Yazdi, A., Mokhtari, N., & Khoshfetrat, A. (2023). Host-tourist interaction, revisit intention and memorable tourism experience through relationship quality and perceived service quality in ecotourism. Journal of Ecotourism, 22(3), 406-429.
Tang, H., Wang, R., Jin, X., & Zhang, Z. (2022). The effects of motivation, destination image and satisfaction on rural tourism tourists’ willingness to revisit. Sustainability, 14(19), 11938.
Torabi, Z. A., Shalbafian, A. A., Allam, Z., Ghaderi, Z., Murgante, B., & Khavarian-Garmsir, A. R. (2022). Enhancing memorable experiences, tourist satisfaction, and revisit intention through smart tourism technologies. Sustainability, 14(5), 2721.
Tiwari, A. V., Bajpai, N., Singh, D., & Vyas, V. (2022). Antecedents of hedonism affecting memorable tourism experience (MTE) leading to revisit intention in tourists. International Journal of Tourism Cities, 8(3), 588-602.
UNWTO. (2025). UN Tourism World Tourism Barometer | Global Tourism Statistics. https://www.unwto.org/un-tourism-world-tourism-barometer-data
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of destination marketing & management, 8, 326-336.
