Effect of destination image, amenities on revisit intention with visitor satisfaction

https://doi.org/10.35912/joste.v6i3.2173
Published: Jun 3, 2025

Abstract:

Purpose: This study aims to analyze the influence of Destination Image and Amenities on Revisit Intention with Visitor Satisfaction as an intervening variable at Balaputra Dewa Museum. The research seeks to understand how these factors contribute to improving the visitor experience and encouraging return visits.

Research Methodology: The research employs a quantitative approach using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). Data were collected through questionnaires distributed to 150 visitors of the Balaputra Dewa Museum, measured using a Likert scale. The model tested direct and indirect relationships between Destination Image, Amenities, Visitor Satisfaction, and Revisit Intention.

Results: The findings indicate that Destination Image and Amenities significantly impact Revisit Intention. Visitor Satisfaction mediates the relationship between Destination Image and Revisit Intention, as well as between Amenities and Revisit Intention. Destination Image was shown to have a stronger influence on revisit intention compared to amenities. Indirect effects underscore the importance of visitor satisfaction in maximizing the impact of destination attributes.

Conclusion: This study shows that Visitor Satisfaction helps explain how Destination Image and Amenities influence Revisit Intention at the Balaputra Dewa Museum, adding to knowledge in tourism and destination management.

Limitations: The study is limited to one museum, which may reduce its applicability to other cultural or tourism sites. The cross-sectional data does not reflect long-term changes in visitor perceptions.

Contributions: This research contributes to tourism management literature by emphasizing the role of destination image and amenities in fostering visitor satisfaction and revisit intention, providing insights for museum managers and policymakers.

Novelty: The study introduces Visitor Satisfaction as an intervening variable, offering a deeper understanding of how satisfaction bridges the relationship between Destination Image and Amenities with Revisit Intention.

Keywords:
1. Amenities
2. Balaputra Dewa Museum
3. Destination Image
4. Revisit Intention
5. Visitor Satisfaction
Authors:
1 . Hendra Hadiwijaya
Palcomtech Technology and Business Institute, Palembang - Indonesia
2 . Tien Yustini
Indo Global Mandiri University, Palembang - Indonesia
3 . Mutiara Lusiana Annisa
Jakarta International University, Indonesia
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Hadiwijaya, H., Yustini, T. ., & Annisa, M. L. (2025). Effect of destination image, amenities on revisit intention with visitor satisfaction. Journal of Sustainable Tourism and Entrepreneurship, 6(3), 281–293. https://doi.org/10.35912/joste.v6i3.2173
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Vol. 6 No. 3 (2025): May
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  1. Adetayo, A. J., & Lawal, F. M. (2024). Library design, amenities, and services for enhancing reading experience. Journal of Access Services, 1-20. https://doi.org/10.1080/15367967.2024.2381455
  2. Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism Management, 81, 104154. https://doi.org/10.1016/j.tourman.2020.104154
  3. Akgün, A. E., Senturk, H. A., Keskin, H., & Onal, I. (2020). The relationships among nostalgic emotion, destination images and tourist behaviors: An empirical study of Istanbul. Journal of destination marketing & management, 16, 100355. https://doi.org/10.1016/j.jdmm.2019.03.009
  4. Akhi, M. T. J., Sarker, M. A. H., & Fakir, M. K. J. (2023). Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 223-239. https://doi.org/10.35912/joste.v4i3.2183
  5. Allam, A. Z., & Yulianto, K. (2019). Museum management: A critical point in making museums relevant Culture and International Law (pp. 383-401): CRC Press.
  6. Ambarwati, D., & Munawaroh, N. A. (2023). Do attraction, accesibility, amenities and ancillary for interest visiting of visitor? the role of customers satisfaction. Enrichment: Journal of Management, 13(5), 3268-3280. https://doi.org/10.35335/enrichment.v13i5.1718
  7. Annisha, R., Hotimah, O., & Munandar, A. (2022). The Influence of Attractions and Amenities on Revisit Intention at the Natural Tourism Object of the Hulu Dayeuh Trijaya Campground, Mandirancan District, Kuningan Regency. Jurnal Spatial Wahana Komunikasi dan Informasi Geografi, 22(2), 165-170.
  8. Ardani, W., Rahyuda, K., Giantari, I. G. A. K., & Sukaatmadja, I. P. G. (2019). Customer satisfaction and behavioral intentions in tourism: A literature review. International Journal of Applied Business and International Management (IJABIM), 4(3), 84-93. 10.32535/ijabim.v4i3.686
  9. Bertacchini, E., Nuccio, M., & Durio, A. (2021). Proximity tourism and cultural amenities: Evidence from a regional museum card. Tourism Economics, 27(1), 187-204. https://doi.org/10.1177/1354816619890230
  10. Buang, M. (2018). Pelestarian bahan pustaka di museum balaputera dewa Sumatera Selatan. IQRA: Jurnal Perpustakaan dan Informasi, 12(1), 99-114.
  11. Bui, V., Alaei, A. R., Vu, H. Q., Li, G., & Law, R. (2022). Revisiting tourism destination image: A holistic measurement framework using big data. Journal of Travel Research, 61(6), 1287-1307. https://doi.org/10.1177/00472875211024749
  12. Cham, T.-H., Cheah, J.-H., Ting, H., & Memon, M. A. (2022). Will destination image drive the intention to revisit and recommend? Empirical evidence from golf tourism. International Journal of Sports Marketing and Sponsorship, 23(2), 385-409. https://doi.org/10.1108/IJSMS-02-2021-0040
  13. Cham, T.-H., Lim, Y.-M., Sia, B.-C., Cheah, J.-H., & Ting, H. (2021). Medical tourism destination image and its relationship with the intention to revisit: A study of Chinese medical tourists in Malaysia. Journal of China tourism research, 17(2), 163-191. https://doi.org/10.1080/19388160.2020.1734514
  14. ?uli?, M., Vuji?i?, M. D., Kalini?, ?., Dunji?, M., Stankov, U., Kova?i?, S., . . . An?elkovi?, Ž. (2021). Rookie tourism destinations—the effects of attractiveness factors on destination image and revisit intention with the satisfaction mediation effect. Sustainability, 13(11), 5780. https://doi.org/10.3390/su13115780
  15. Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593. 10.13106/jafeb.2021.vol8.no3.0585
  16. Darma, E. S. (2013). Pengaruh kejelasan sasaran anggaran dan sistem pengendalian akuntansi terhadap kinerja manajerial dengan komitmen organisasi sebagai variabel pemoderasi pada pemerintah daerah: studi empiris pada kabupaten dan kota se-Prov. DIY. Universitas Gadjah Mada.
  17. Dethan, A. G., Suryawardani, I., & Wiranatha, A. S. (2020). The Effect of Marketing Mix and Service Quality on Satisfaction and Revisit Intention to Kampung Coklat, Blitar Regency. E-Journal of Tourism, 7(2), 323-348. 10.24922/eot.v7i2.64598
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  20. Govindarajo, N. S., & Khen, M. H. S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty–practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism and Hospitality Research, 14(1), 83-101. https://doi.org/10.1108/IJCTHR-04-2019-0066
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