Determinants of revisit intention on rafting tourism in Bali mediated by trust and brand love

Abstract

This research used a quantitative method designed based on positivism to examine the determinants of revisit intention on rafting tourism MSMEs in Bali Mediated by trust and brand love. Data were collected from 328 Indonesian Tourists with rafting history using questionnaires. The data collected were descriptively and inferentially analyzed using SPSS_29 and SEM with SmartPLS_3 software, respectively. The results showed that 1) The effect of Attitude, perceived risk, trust, and brand love, on revisit intention had a positive significant, while the effect of service quality had a positive insignificant; 2) Trust is positively and significantly influenced by attitudes, service quality, and perceived risk; 3) brand love is positively and significantly influenced by attitude; 4) Trust is able to partially mediate the influence of attitude, perceived risks, on revisit intention, while on the effect of service quality on the revisit intention is full mediation; 5) Brand love plays a role in mediating influence of attitude towards revisit intention. Theoretically, contributed to the enrichment of the Theory of Planned Behavior, Experiential Marketing, and Risks. In conclusion, practical implications are needed to educate managers on how to make rafting very memorable, hire guides who master the terrain, determine affordable prices, manage brand, and make rafting tours in Bali more attractive to increase intention to revisit. Practical implications for local governments for the accuracy of data on the number of visits require an integrated and connected system, as well as the need for guaranteed protection and security for tourists.