The Effect of Perceived Value and Tourist Experience on Revisit Intention through Customer Satisfaction as Mediation Variables in Tourism Village

Abstract

The purpose of this study is to determine the influence of perceived value and tourist experience on revisit intention through customer satisfaction as a mediating variable in Taman Sari Tourism Village Yogyakarta. These four variables were tested to draw conclusions. This study uses a quantitative approach with SEM (Structural Equation Model). Primary data was collected through a questionnaire with a Likert scale which reflecting five points from strongly agree to disagree strongly. The sample for this research consisted of domestic tourists who have visited Taman Sari Yogyakarta Tourist Village at least twice from 2019 up to the present (within the last three years) and aged between 18 to 60 years. Purposive sampling method was employed to test each variable, resulting in a total of 260 respondents. The results of this study indicate that perceived value and tourist experience have a significant direct effect on customer satisfaction. Perceived value, tourist experience, and customer satisfaction have a significant effect on revisit intention. However, perceived value and tourist experience have an indirect effect on the intention to return, which is mediated by the variable tourist satisfaction.