Visitor Satisfaction as the Gateway to Loyalty: Service Quality, Perceived Value, and Revisit Intention in Nature Tourism

Tan Isac Ramdhan; Budhi Haryanto

doi:10.63922/ijevss.v5i02.3451

Tan Isac Ramdhan Magister Management, Faculty of Economics and Business, Universitas Sebelas Maret, Indonesia Badan Intelijen Negara (BIN)Jakarta, Indonesia
Budhi Haryanto Department of Management, Faculty of Economics and Business, Universitas Sebelas Maret, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i02.3451

Keywords: Revisit Intention; Service Quality; Perceived Value; Visitor Satisfaction; Nature Tourism; PLS-SEM

Abstract

This study examines the determinants of revisit intention among tourists at the Guci Natural Hot Springs destination in Tegal, Central Java, Indonesia a nature-based site exposed to recurring physical disruptions. Drawing on the Stimulus-Organism-Response (S-O-R) framework and Expectancy-Disconfirmation Theory, this research investigates the direct and indirect effects of Service Quality, Physical Destination Quality, and Perceived Value on Revisit Intention, with Visitor Satisfaction as a mediator and Destination Image as a moderator. A quantitative approach was employed using purposive sampling, yielding 514 valid responses from repeat visitors. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results indicate that Service Quality and Perceived Value significantly influence both Visitor Satisfaction and Revisit Intention, while Physical Destination Quality exerts no significant effect. Visitor Satisfaction emerges as the strongest predictor of Revisit Intention and confirms partial mediation for Service Quality and Perceived Value. Destination Image moderates only the relationship between Service Quality and Revisit Intention. These findings underscore the primacy of intangible service factors and value creation in sustaining tourist loyalty within volatile natural heritage destinations.

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