Analysis The Effect of Memorable Tourism Experience on Revisit Intention: The Mediating Role of Destination Satisfaction and Destination Advocacy (Study on Baturraden Tourist)

Abstract

This study investigates the impact of Memorable Tourism Experience (MTE) on revisit intention, with destination satisfaction and destination advocacy as mediating variables, focusing on the Baturaden tourism area. MTE, comprising dimensions like hedonism, novelty, and local culture, is critical for enhancing tourist satisfaction and fostering advocacy. Employing a survey method, data were collected from tourists who visited Baturaden, with a total sample of 210 respondents. Structural Equation Modeling (SEM) was applied for data analysis. The findings reveal that MTE significantly influences revisit intention both directly and indirectly through destination satisfaction and advocacy. Satisfaction plays a vital role in reinforcing positive emotional connections, while advocacy enhances word-of-mouth promotion. These results underscore the importance of creating memorable experiences to improve tourist loyalty. Practical implications suggest destination managers should prioritize enriching tourists' experiences, ensuring quality service, and leveraging local cultural assets to foster satisfaction and advocacy. The study contributes to tourism literature by elucidating the interconnected roles of MTE, satisfaction, and advocacy in promoting sustainable destination growth.

Keywords: Memorable Tourism Experience, Revisit Intention, Destination Satisfaction, Destination Advocacy, Baturaden, Tourism