Understanding revisit intention among Gen Z in Bali tourism: The role of service quality, perceived risk, and satisfaction
DOI:
https://doi.org/10.53088/jmdb.v5i3.1909Keywords:
Service Quality, Perceived Risk, Tourist Satisfaction, Revisit IntentionAbstract
Understanding Generation Z's behavioral intentions is critical to sustaining the growth of domestic tourism in Indonesia. This study investigates the factors influencing revisit intention among Gen Z tourists from Jakarta who have visited Alas Harum, a popular agrotourism destination in Bali, Indonesia. This research analyzes the responses of 232 respondents obtained through online questionnaires. The data are analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that service quality positively and significantly affects tourist satisfaction and revisit intention, with tourist satisfaction mediating this relationship. Perceived risk is found to negatively and significantly affect both tourist satisfaction and revisit intention. However, tourist satisfaction does not mediate the relationship between perceived risk and revisit intention, indicating that perceived risk influences Gen Z’s travel decisions directly, without being mediated by affective factors such as satisfaction. These findings contribute to the tourism behavior literature by refining the application of TPB with experiential constructs and highlighting that satisfaction is not always a universal mediator in youth tourism. The study recommends that destination managers focus on both service excellence and risk communication to directly influence behavioral outcomes.
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