The Role of Ewom, Facilities, and Experiential Marketing Towards Revisit Intention Through Tourism Satisfaction as an Intervening Variable in Ledok Sambi, Sleman, Yogyakarta
DOI:
https://doi.org/10.32890/jes2024.6.2.1Keywords:
eWOM, experiential marketing, facilities, revisit intention, tourist satisfactionAbstract
The purpose of this study is to determine and analyze the influence of eWOM, facilities, and experiential marketing on revisit intention through tourist satisfaction as an intervening variable. The sample used was tourists who visited Ledok Sambi in Sleman, Yogyakarta with a total sample of 100 respondents. The data collection method uses questionnaires with accidental sampling techniques, while data analysis techniques use inferential analysis consisting of indicator tests, fit model tests, hypothesis tests, and path analysis with the help of smart pls 3.2.9 analysis tools. The results of the study showed that eWOM does not affect tourist satisfaction, facilities have a positive and significant effect on tourist satisfaction, experiential marketing has a positive and significant effect on tourist satisfaction, eWOM has no effect on revisit intention, facilities do not affect revisit intention, experiential marketing does not affect revisit intention, tourist satisfaction has a positive and significant effect on revisit intention, tourist satisfaction is unable to mediate the relationship between eWOM and revisit intention, tourist satisfaction is unable to mediate the relationship between facilities and revisit intention, tourist satisfaction is unable to mediate the relationship between experiential marketing and revisit intention. The results of this study are expected to be a reference and input for managers to improve what factors can increase satisfaction and revisit intention for tourists and can be used as a reference for further research.
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