TOURIST INTENTION REVISIT MODEL BASED ON E-WOM AND SERVICESCAPE: THE MEDIATING ROLE OF SATISFACTION AND TRUST IN DESTINATION MODERATION

Abstrak

This research aims to examine the influence of Electronic word of mouth (E-WOM) and Servicescape on Revisit intention through Tourist satisfaction, with Trust destination as a moderating variable at Waburi Park, South Buton Regency. The population of this study comprises all tourists who have visited Waburi Park. The sample consisted of 100 respondents. The sampling technique used was non-probability sampling, specifically accidental sampling, where respondents were selected based on predetermined criteria. This research employed a quantitative approach using Structural Equation Modeling (SEM) with the assistance of SmartPLS 3 software. The results of this study indicate that: E-WOM has a positive and significant effect on Tourist satisfaction; Servicescape has a positive and significant effect on Tourist satisfaction; E-WOM has a positive and significant effect on Revisit intention; Servicescape has a positive and significant effect on Revisit intention; Tourist satisfaction has a positive and significant effect on Revisit intention; Tourist satisfaction does not significantly mediate the effect of E-WOM on Revisit intention; Tourist satisfaction significantly mediates the effect of Servicescape on Revisit intention; and Trust destination does not significantly moderate the effect of E-WOM on Revisit intention.

Kata kunci

• E-Wom
• Revisit intention
• Servicescape
• Trust destination
• tourist satisfaction