The Effect of Destination Image on Revisit Intention Mediated by Tourist Satisfaction in Agritourism in South Konawe

Muhammad Suriyadarman Rianse, Usman Rianse, La Hatani, Nursaban Rommy Suleman, Muhammad Fajar Salemaku

Abstract

This study addresses the critical challenge of low revisit rates in agrotourism by examining the mediating mechanism of tourist satisfaction and the moderating role of government support in South Konawe, Indonesia. While the influence of destination image on tourist behavior is well-documented, its specific pathways in agrotourism contexts remain underexplored. This research introduces novelty by developing an integrated model that incorporates "service excellence" as an additional dimension of destination image and adapts revisit intention indicators to reflect seasonal agricultural experiences. A quantitative approach was employed, collecting survey data from 100 tourists visiting agrotourism sites, and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results revealed a significant direct effect of destination image on revisit intention (β = 0.195, p = 0.026) and a robust indirect effect mediated by tourist satisfaction (β = 0.460, p < 0.001). Tourist satisfaction demonstrated a strong direct impact on revisit intention (β = 0.641, p < 0.001), while destination image substantially influenced satisfaction (β = 0.717, p < 0.001). Additionally, government support significantly moderated the relationship between destination image and revisit intention (β = 0.165, p = 0.004). These findings underscore tourist satisfaction as a pivotal psychological mechanism translating destination perceptions into revisit intentions, with government support amplifying this relationship. The study offers theoretical advancements by validating a context-specific agrotourism behavior model and provides practical implications for enhancing destination management and fostering sustainable agrotourism development.

 

Keywords: destination image; tourist satisfaction; revisit intention; agritourism; structural equation modeling.

 

DOI https://doi.org/10.55463/issn.1674-2974.52.11.14


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