The Influence of Brand Attributes and Service Quality on Satisfaction and Intention to Visit Indonesian Tourists to Purchase Mice Products

Peter Peter; I GPB Sasrawan Mananda; Made Antara

doi:10.59573/emsj.7(6).2023.7

Автор(и)

Peter Peter
I GPB Sasrawan Mananda
Made Antara

DOI:

https://doi.org/10.59573/emsj.7(6).2023.7

Ключові слова:

MICE, satisfaction, intention to visit again, Harris Hotel Sunset Road

Анотація

This research focuses on the influence of brand attributes and service quality on the satisfaction and revisit intention of Indonesian tourists who purchase MICE products at Harris Hotel Sunset Road, Kuta – Bali. The main objective of this research is to analyze how brand attributes and service quality influence tourists' satisfaction and revisit intentions. This research uses variance-based structural equation modeling (SEM) to test causal relationships between constructs. The results of the research show that brand attributes, especially the service familiarity indicator, have a positive and significant influence on tourist satisfaction with the neatness indicator, which in turn has an impact on the intention to revisit the first consideration indicator in choosing to revisit. Likewise, service quality has been proven to have a positive effect on satisfaction and intention to revisit. This research provides additional perspectives on the antecedents of tourists' revisit intentions, with important implications for the development of quality and sustainable Bali tourism. This research also contributes to strengthening the theory of brand attributes, service quality, satisfaction, and revisiting intention in the tourism context. Through the application of SEM, this research presents a detailed analysis of the relationships between these variables, providing new insights that are useful for practitioners and academics in the field of tourism and hospitality management.

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