The Effect of Service Quality and Domestic Tourist Satisfaction on Intention to Revisit Marine Tourism in Komodo National Park
DOI:
https://doi.org/10.59573/emsj.7(1).2023.17Keywords:
Komodo National Park, Marine Tourism, Revisit Intention, Satisfaction, Service QualityAbstract
Issues occurred in marine tourism Komodo National Park can affect the satisfaction of tourists which threatens the sustainability of tourism. This research intends to examine the effect of service quality on domestic tourist satisfaction and revisit intention of 100 domestic tourists who had visited marine tourism in Komodo National Park. Data were collected through observation, questionnaire, and documentation using purposive sampling. Concepts used are service quality, satisfaction, and revisit intention. The measurement model (Convergent Validity, Discriminant Validity, Composite Reliability, and Cronbach Alpha) and structural model (model fit, R Square, Path Coefficient, T-Statistics, Predictive Relevance (Q2), and Path Coefficient) tests were utilized to evaluate the data using SEM PLS student version (3.0). The result shows that the service quality positively and significantly affects the satisfaction as well as the intention to revisit of domestic tourists in marine tourism at Komodo National Park. This indicates that customer satisfaction and intention to revisit are closely associated with service quality. In addition, satisfaction provides a partial mediation effect between service quality and intention to revisit. In other words, service quality can influences domestic tourists' intentions to revisit marine tourism in Komodo National Park with the mediation of satisfaction or without the mediation of satisfaction.
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