The Influence of Servicescape Toward the Customer Experience in Enhancing Tourist Revisit Intention

Abstract

This study aims to analyze the impact of Servicescape on Customer Experience and Tourist Revisit Intention in trendy tourist destinations, utilizing a quantitative approach. The primary data for this study were collected from 160 respondents belonging to Generations Y and Z, who had visited various tourist destinations across multiple locations in Indonesia. The random sampling technique was employed to select the participants. The collected data were processed using SEM-PLS programs. The findings of this study reveal a positive and significant influence of Servicescape on Customer Experience. Additionally, Servicescape demonstrates a positive and significant effect on Tourist Revisit Intention, while Customer Experience also exhibits a positive and significant impact on Tourist Revisit Intention. Furthermore, Servicescape exhibits a positive and significant effect on Tourist Revisit Intention, mediated by Customer Experience. In conclusion, this study highlights that an enhanced level of Customer Experience positively influences Tourist Revisit Intention. Moreover, the higher the level of Customer Experience, the greater the increase in Tourist Revisit Intention.