The market competition of intention to revisit nature tourism destinations

Abstract

Market competition in various industries is indirectly one of the causes of changing consumer behavior. The tourism industry is one of the business industries that pay attention to the competence of every aspect so that it can provide the best value to its visitors. The research discusses the intention to return, based on the competitive advantage of tourist destinations. This study aims to examine the effect of destination image (DI), destination attractiveness (DA), and experiential tourism (ET), on intention to revisit (IR) by placing tourist satisfaction (TS) as a mediating variable. This empirical study was conducted at the tourist destinations nature of Baturraden in Banyumas, Central Java, Indonesia. This study used a purposive sampling method involving at least 110 tourists who had visited Baturraden in the last 3 months. This study showed different results, whereas DI and DA indirectly affect IR, this influence is shown through TS. This research is different from previous studies because the discussion of DI on interest in returning (RI) through TS has not been carried out in natural tourism destinations, so this research is a development of previous research, especially on natural tourism.