Modeling Revisit Intention in Oceanarium Tourism: A Behavioral Perspective on Experience Quality and Service Quality.

Abstract

This study examined the effects of experience quality and service quality on revisit intention, with customer satisfaction and perceived value serving as mediating variables in the context of oceanarium tourism. A quantitative cross-sectional survey was conducted involving 146 valid respondents who had visited oceanariums in Jakarta and South Tangerang. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that experience quality and service quality significantly enhanced customer satisfaction and perceived value. However, neither experience quality, service quality, nor customer satisfaction exerted significant direct effects on revisit intention. Instead, perceived value emerged as the strongest predictor of revisit intention, suggesting that visitors were more likely to revisit when they perceived that the overall benefits of the experience exceeded the costs incurred. This study was limited to oceanarium visitors in Jakarta and South Tangerang and employed a cross-sectional design, which may restrict the generalizability of the findings. The study contributes to tourism literature by demonstrating the central role of perceived value in explaining revisit intention within experience-based tourism and provides practical insights for tourism managers in developing strategies to enhance visitor retention through value-oriented experiences.

Keywords

Customer Satisfaction Experience Quality Oceanarium Tourism Perceived Value Revisit Intention