The Influence Of Perceived Value, Destination Image, And Visitor Motivation On Revisit Intention At Tanjung Puting National Park Ecotourism

Ajeng Dwi Andra; Meitolo Hulu; Yustisia Kristiana

doi:10.63922/ijebir.v5i04.5573

Ajeng Dwi Andra Faculty of Hospitality and Tourism, Pelita Harapan University, Indonesia
Meitolo Hulu Faculty of Hospitality and Tourism, Pelita Harapan University, Indonesia
Yustisia Kristiana Faculty of Hospitality and Tourism, Pelita Harapan University, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5573

Keywords: perceived value, destination image, visitor motivation, revisit intention, ecotourism, Tanjung Puting National Park

Abstract

Tanjung Puting National Park is one of Indonesia’s leading ecotourism destinations, renowned for its rich biodiversity, orangutan habitat, and tropical rainforest ecosystem. The sustainability of destination management depends not only on the number of tourist arrivals but also on the destination's ability to encourage tourists' intention to revisit. This study aims to examine the effects of perceived value and destination image on revisit intention, with visitor motivation serving as a mediating variable among visitors to Tanjung Puting National Park. A quantitative approach with an explanatory research design was employed. Data were collected through a questionnaire survey administered to 150 visitors who had previously visited Tanjung Puting National Park, using a purposive sampling technique. The data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach with SmartPLS 4 software. The findings reveal that perceived value and destination image have positive and significant effects on both visitor motivation and revisit intention. Furthermore, visitor motivation has a positive and significant effect on revisit intention. The mediation analysis demonstrates that visitor motivation significantly mediates the relationships between perceived value and revisit intention, as well as between destination image and revisit intention. These findings suggest that enhancing visitors' perceived value, strengthening the destination image, and fostering visitor motivation are strategic factors in increasing visitor loyalty. This study contributes to the growing body of knowledge on tourist behavior in ecotourism destinations and provides practical insights for the management of Tanjung Puting National Park in formulating destination management strategies that promote sustainable tourism experiences and encourage repeat visitation

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