Optimizing Service Dominant Logic in Enhancing the Tourist Revisit Intention

Abstract

The pandemic era has changed the way people live their lives. The influence of digitalization exposure to people’s activities affects their willingness in spending their free time. The desire to travel makes people choose tourist destinations that can meet the service criteria they set. This study aims to take advantage of service dominant logic on the tourist revisit intention because tourist destination providers have focused on drawing strategies to increase the number of tourists so that the company stays afloat or even excel. Arguments based on the literatures were presented. The result shows that the current strategies used by tourism destination providers might not be effective and relevant anymore as the tourists in industry 4.0 are not affected by digital marketing through websites and social media. Instead, the tourist revisit intention is highly influenced by the service given that are driven by the service quality and Servicescape. This study implies that the future marketing strategies should be focused on services delivered at tourist destinations. Keywords: service dominant logic, revisit intention, service quality, servicescape