Does experiential marketing alone encourage domestic tourists to revisit? Evidence from a tourist destination in West Java, Indonesia

The sustainable growth of tourist destinations relies heavily on revisit intention. Retaining repeat tourists is not only more economical but also about five times more profitable than attracting new ones. A dominant paradigm in tourist behavior literature shows a sequential relationship among image, quality, satisfaction, and post-behavior. Few studies have examined experiential marketing as a determinant of revisit intention. This study aims to extend the literature by investigating the effects of service quality and experiential marketing on revisit intention, with tourist satisfaction as a mediator. A total of 166 responses from domestic tourists who visited Purwakarta, West Java, Indonesia, were analyzed using PLS-SEM. The results confirmed the positive effects of service quality and experiential marketing on tourist satisfaction. Interestingly, the mediating role of tourist satisfaction was only partial, as the direct relationship between experiential marketing and revisit intention was not supported. Experiential marketing might enhance specific aspects of the tourist experience, providing immediate and short-term positive effects that influence satisfaction directly after the visit. However, overall satisfaction encompasses a broader evaluation of the entire trip, integrating various elements and lasting impressions that collectively drive the intention to revisit.


Introduction
As one of the largest and fastest-growing industries, tourism has contributed to the global economy (Khairun et al., 2022).Before the pandemic, the tourism sector was responsible for 10.3% (333 million) of all jobs, with 1 in 4 of all new jobs globally created in this sector, and contributed USD 10.3 trillion (10.4%) to the world's GDP (Bhattacharya et al., 2023).The latest annual report from the World Travel Tourism Council (2023) shows that the tourism sector has begun to recover and grow after facing severe turbulence.The report notes that 27 million new jobs are now linked to this sector, and although its contribution is still 4.1% below the 2019 level, in 2023, domestic and international visitor spending has increased by 18.1% and 33.1%, respectively.Moreover, for the Southeast Asian region, Guild (2024) analyzed that as lockdowns and border closures due to the COVID-19 pandemic took effect, total tourist arrivals in Indonesia, Thailand, Singapore, Malaysia, Vietnam, and the Philippines dropped to just 2.6 million in 2021.In contrast, these six countries had over 127 million tourist arrivals in 2019, with potential spending reaching tens of billions of dollars.Ganbold (2024) added that 2022 there were approximately 43 million visitors to the ASEAN region, a significant increase from 2021 when there were around 2.95 million visitors.
Thailand had the highest number of tourists among Southeast Asian countries, with approximately 11 million tourist arrivals, followed by Malaysia (10 million), Singapore (6.3 million), Indonesia (5.5 million), Vietnam (3.6 million), and the Philippines (2.65 million).
Despite not leading in international tourist numbers, Indonesia remains a favorite holiday spot for its citizens, with half of the population preferring to vacation domestically (Tanamal, 2024).In the first semester of 2023, domestic tourist movements reached 433.57 million trips, marking a 12.57% increase from 2022 (Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency, Republik of Indonesia, 2023).This growth was mainly supported by the Eid collective leave and holidays, which accounted for an estimated 25 percent of the yearly target of 1.2 billion-1.4 billion domestic tourist trips (Bhwana, 2023).One of the provinces popular among domestic tourists for vacations is West Java.According to the West Java Tourism and Culture Office, 22 million domestic tourists visited the region (Haryati, 2023).In Purwakarta alone, 263,253 tourists visited during the 2023 Eid holidays, a significant increase from around 200 tourists in 2022 (Halim, 2023).
However, ensuring a sustained number of tourists presents a unique challenge for marketers, especially given the high competition in the industry.Tourist destinations face intense competition, and their ongoing improvement and diversification are often used to boost their overall competitiveness to satisfy tourists and increase their willingness to return, known as revisit intention (Kester & Croce, 2011).Tan (2017) added that domestic visitors, unlike foreign ones, are more inclined to visit a destination multiple-times.These repeat visits may be driven by attractions or experiences missed on their first visit or a desire to relive enjoyable experiences.
Revisit intention is essential for the sustainable growth of tourist destinations.Retaining repeat tourists is more cost-effective and about five times more profitable than acquiring new ones (Han & Hyun, 2015;Zhang et al., 2014).Prior research has uncovered several critical antecedents of revisit intention toward tourist destinations.These include service quality (Siregar et al., 2021;Kazmi et al., 2020;Liu & Lee, 2016;Tosun et al., 2015), destination image (Loi et al., 2017;Li et al., 2018), and satisfaction (Vassiliadis et al., 2021;Nunkoo et al., 2017), as well as perceived risk, memorability of previous experiences, perceived behavioral control, attitude, and subjective norms (Zheng et al., 2024;Zhang et al., 2018;Hu & Xu, 2021).Zhang et al. (2020) noted a dominant paradigm in tourist behavior literature, showing a sequential relationship among image, quality, satisfaction, and post-purchase behavior.However, limited research has examined responses to external stimuli, such as experiential marketing.To the best of the author's knowledge, only four previous studies have covered this topic, including Tan (2017), Mainolfi and Marino (2018), Lee et al. (2021), and Huang and Bu (2022).Tan (2017) examined repeat visits by looking at leisure constraints, tourist experiences, and destination images in Toucheng-Jiaosi, Taiwan.This study focused on domestic tourists, comparing those who visited once ('first-timers') with those who visited multiple times ('repeaters').On the other hand, while Mainolfi and Marino (2018) investigated experiential marketing from the perspective of event marketing, Lee et al. (2021) studied how consumers' in-store technology experiences influenced their perceived interactivity, brand commitment, and revisit intention in a popular Korean beauty store, using the stimulus-organism-response model.Lastly, Huang and Bu (2022) created a model for destination attributes such as gastronomy, accommodation, physiography, and rural lifestyle, examining their effects on tourists' recommendations and revisiting intentions.The study also examined how positive arousal and memory mediate these effects in Chinese rural tourism.
While previous studies have examined various aspects of tourist behavior and revisit intention, this study seeks to fill a gap in the literature by focusing on the combined effects of experiential marketing and service quality on tourist satisfaction and revisit intention.Unlike Tan (2017), who focused on leisure constraints and tourist experiences, Mainolfi and Marino

Satisfaction and Revisit Intention
Revisit intention, a crucial aspect of behavioral intention has been a central research focus in tourism literature.It denotes the probability of a visitor engaging in a repeated activity or returning to a destination (Baker & Crompton, 2000).The antecedents of revisit intention have been the focus of many tourism studies to understand why tourists would like to revisit the same destination (Meleddu et al., 2015).Previous research has identified satisfaction as a significant antecedent of revisit intention (Ali & Raza, 2017;Nunkoo et al., 2017;Han & Hyun, 2015).Choi and Kim (2013) added that consumer satisfaction shapes a desire to repeat purchases.When tourists have positive experiences at a destination, their overall satisfaction increases.This positive experience can be due to high-quality services, attractive attractions, warm hospitality, a pleasant environment, etc. Satisfied tourists often develop an emotional connection with the destination (Medina-Viruel et al., 2019;Taheri, 2016), fostering a sense of loyalty (Papadopoulou et al., 2023;Ramesh & Jaunky, 2021).
Additionally, satisfaction builds trust and confidence in the destination (Siregar et al., 2021), as tourists believe they will receive a similar or better experience in the future.Positive experiences are frequently shared with friends and family (Li et al., 2021), enhancing the destination's reputation and encouraging both the original tourists and new visitors to consider revisiting (Mukhopadhyay et al., 2023).Furthermore, a satisfactory experience reduces the perceived risk of future visits, as tourists feel more secure knowing what to expect (Chaudhary & Islam, 2021;Nguyen et al., 2020).Lastly, when tourists perceive they have received good value for their money and time, they will likely choose the same destination for future trips (Brochado et al., 2022).

H1:
Tourist satisfaction has a positive relationship with intention to revisit.

Service Quality
Service quality, a fundamental concept in marketing and consumer behavior, has been defined and interpreted in various ways by scholars over the years.Parasuraman et al. (1985) describe service quality as the gap between what customers expect and what they perceive they receive.Caro and Garcia (2008) view it as consumers' overall impression regarding the inferiority or superiority of an organization's services.Liou et al. (2011) define it as consumers' general perception of an organization's efficiency and services.Taheri et al.
(2021) explain service quality by comparing consumer expectations with the actual service delivered.In summary, service quality is consumers' overall impression of an organization's services based on comparing their expectations and the actual service performance, encompassing perceptions of efficiency, inferiority, and superiority.
Researchers have developed various models for measuring service quality.One notable example is SERVQUAL (Parasuraman et al., 1988), which identifies five service quality dimensions: reliability, responsiveness, assurance, empathy, and tangibles.Despite its popularity, this model has faced criticism from scholars for not adequately capturing the service quality dimensions specific to the hospitality sector.Dabholkar et al. (1996) argued that SERVQUAL has yet to be successfully adapted to or validated in contexts that differ from pure service industries, such as retail stores.Additionally, Page Jr. and Spreng (2002) criticized the model's focus on service quality expectations, suggesting that performance is a stronger indicator of service quality than expectations.Consequently, researchers have developed context-specific models to measure service quality better.Brady and Cronin (2001) proposed a hierarchical and multidimensional model that combines Rust and Oliver's (1993) Tri-component model with Dabholkar et al.'s (1996) multi-level conceptualization.
They introduced a third-order factor model where service quality is explained by three primary dimensions: interaction quality, physical environment quality, and outcome quality.
Similarly, Wu and Ko (2013) proposed the Scale of Service Quality in Hotels (SSQH) to measure service quality in the accommodation sector.This scale includes dimensions such as conduct, expertise, problem-solving, atmosphere, room quality, facility, design, location, sociability, valence, and waiting time.Additionally, Tosun et al. (2015) proposed seven dimensions for measuring service quality specific to destinations: accommodation, local transport, cleanliness, hospitality, activities, language communication, and airport services.
Although the context and model may vary, multiple dimensions best represent service quality (Nunkoo et al., 2020).
Service quality is closely linked to customer satisfaction and is based on the expectancydisconfirmation theory.This well-established framework explains that satisfaction is determined by the gap between customers' expectations and their actual experiences with a service or product.Numerous empirical studies have shown that service quality directly affects customer satisfaction (Nastabiq & Soesanto, 2021;Ali & Raza, 2017;Nunkoo et al., 2017).Additionally, a positive relationship between service quality and revisit intention has been found in previous research (Siregar et al., 2021;Kazmi et al., 2020;Liu & Lee, 2016;Tosun et al., 2015).Furthermore, satisfaction can also serve as a mediator (Chaudhary & Islam, 2021) in the relationship between service quality and revisit intention.Therefore, higher evaluations of destination quality dimensions are likely to lead to increased tourist satisfaction and a greater propensity for revisit intention.

H2:
Service quality has a significant positive impact on satisfaction.

H3:
Service quality has a significant positive impact on revisit intention.

H4:
The effect of service quality on revisit intention is mediated by tourists' satisfaction.

Experiential Marketing
Tourist decision-making has now changed from the traditional view of "tourists-asrational-decision-makers" to a broader understanding that includes experiential and rational factors in tourist decisions (Le et al., 2018).Experience is the core element of experiential marketing (Lemon & Verhoef, 2016;Sharma & Nayak, 2019).This unique approach merges emotional and cognitive assessments, setting it apart from traditional marketing strategies.
According to dual-processing theory, individuals use two different but complementary systems to make decisions.System 1 is quick, automatic, and driven by emotions, while System 2 is slow, deliberate, and rational.The final choice is made by balancing these two systems.The final choice, then, is made by balancing these two systems.These new decisionmaking paradigms offer tourism marketers creative ways to promote destinations and sell tourism products and services.
Experiential marketing was divided by Schmitt (1999) into five categories: "sense," "feel," "think," "act," and "relate.""Sense marketing" is focused on engaging the five senses-sight, sound, touch, taste, and smell."Feel marketing" aims to enrich consumers' emotions and inner feelings by creating affective experiences ranging from mildly positive moods associated with a brand or destination to strong feelings of pride and joy, such as those generated by a durable product, social marketing campaign, or technology."Think marketing" targets the intellect by generating problem-solving, cognitive experiences that engage consumers creatively."Act marketing" is intended to influence physical behaviors, lifestyles, and interactions, while "relate marketing" extends beyond personal feelings to connect consumers with something more significant, such as being part of a subculture or brand community.Interestingly, Gentile et al. (2007) highlighted that these components are not activated independently but overlap and interact in complex ways.Later, Schmitt and Zarantonello (2013) simplified these dimensions into four categories: sensory-affective, cognitive-intellectual, behavior-action, and social-relational aspects of experiences.
Experiential marketing is an innovative approach that has successfully influenced tourist behavior (Brun et al., 2020;Rather, 2020;Sharma & Nayak, 2019;Brun et al., 2017).Laing et al. (2014) emphasized that the success of a tourist destination in a public holiday event largely depends on its ability to create meaningful and unique experiences, especially since holidays are often seen as enjoyable moments, with tourists seeking different things and experiencing pleasure.Previous studies have found a positive relationship between experiential marketing and tourist satisfaction (Carmo et al., 2022;Ramdhani & Astuti, 2021;Yeh et al., 2019;Chen & Hsieh, 2010;Yuan & Wu, 2008).Furthermore, Chen et al. (2022) and Dieguez and Conceição (2020) also discovered a positive impact of experiential marketing on the desire to revisit.Additionally, Khaerani et al. (2021) found that experiential marketing has a more substantial influence on the indirect effects of tourist satisfaction as a mediator than on the direct effect on revisit intention.Therefore, the more positively tourists perceive experiential marketing, the greater the increase in both their satisfaction and likelihood of revisiting.In conclusion, our study argues that experiential marketing enhances tourist satisfaction and significantly boosts their intention to revisit, with satisfaction playing a crucial mediating role in this relationship.

H7:
The effect of experiential marketing on revisit intention is mediated by tourists' satisfaction.(Hidayat, 2024).This massive movement of domestic tourists during Eid al-Fitr provided an ideal opportunity for the researchers to reach their target respondents.

Methods
A survey used a structured questionnaire, distributed using both face-to-face accidental sampling and the snowball sampling method.Tourists at different destinations in Purwakarta, Indonesia, were invited to complete an online questionnaire.After completing the survey, they were encouraged to voluntarily share the questionnaire with their family and friends through social media platforms like WhatsApp.A total of 187 domestic tourists filled out the online questionnaires.After reviewing the submissions, 21 questionnaires were deleted due to incomplete answers and redundancy.At last, 166 questionnaires were retained for the final analysis, resulting in a response rate of 88.77% (i.e., 166 out of 187).
The questionnaire was divided into two main sections.The first section gathered sociodemographic details, including gender, age, occupation, place of residence, visitation status, and the number of people.The second section explored individual assessments, focusing on service quality, experiential marketing, overall satisfaction, and their intention to revisit Purwakarta as a vacation destination.A 5-point Likert scale was used to assess these variables, ranging from strongly disagree (1) to agree (5) strongly.A 5-point Likert scale was used to assess these variables, ranging from strongly-disagree (1) to strongly-agree (5).The  the latent variables in the study.Table 1 reveals that all factor loadings for the studied constructs range from 0.630 to 0.893.This shows that all factor loadings exceed 0.6, a threshold identified by Jayaraman et al. (2018) and Iqbal and Su (2023) as reliable for measuring indices.On the other hand, Table 2 presents the discriminant validity of the constructs using the Heterotrait-Monotrait ratio (HTMT) method, which assesses whether the constructs are distinct and uncorrelated.The constructs examined include Service Quality (SQL), Experiential Marketing (EXM), Satisfaction (SAT), and Intention to Revisit (INT).
The HTMT values should ideally be below 0.85 for conservative interpretation (Kline, 2023) or below 0.90 for a more lenient threshold (Gold et al., 2001).Most HTMT values indicate good discriminant validity, with all values falling below the acceptance threshold and most below the conservative threshold.This supports the discriminant validity of the constructs in the study, confirming that they are distinct and appropriately uncorrelated.
The most common method for testing internal consistency among the indicators of each construct is computing Cronbach's alpha (Dunn et al., 2014).When Cronbach's alpha exceeds 0.7, it indicates a high internal consistency of the measurement scales.As shown in Table 3, the Cronbach's alpha values for the constructs in this study range from 0.771 to 0.861, confirming strong internal consistency.While PLS-SEM emphasizes the reliability of individual constructs, composite reliability is often chosen to address the limitations of Cronbach's alpha.Nunnally (1978) highlighted that composite reliability values range from zero to one, with higher values signifying more excellent reliability.This study's composite reliability values range from 0.843 to 0.906, demonstrating both acceptability and satisfaction for rigorous analysis.Additionally, the average variance extracted (AVE) achieves convergent validity and should be greater than 0.5 (Biswas et al., 2020;Khuzaini & Zamrudi, 2021;Primanto & Dharmmesta, 2019).Table 3 illustrates that the AVE values for the studied constructs range from 0.519 to 0.706, all surpassing the 0.5 threshold.

Result and Discussion
Table 4 provides an overview of the respondents' demographic profile, showing a fairly balanced gender distribution with 52% male and 48% female participants.Most respondents are young, with 56% aged 20 to 29, 43% aged 30 to 39, and only 1% over 40.The majority occupation is students at 58%, followed by officers at 34%, and entrepreneurs at 8%.
Regarding visitation history, 74% are visiting Purwakarta for the first time, 18% have visited more than twice, and 8% have visited more than once but less than twice.Most respondents, 62%, are from outside Purwakarta, while 38% are residents.Group sizes vary, with 52% traveling in groups of more than two people, 46% in pairs, and only 2% traveling alone.This demographic profile suggests that most visitors are young students, many first-time visitors traveling in groups and coming from outside Purwakarta, highlighting the destination's appeal to non-locals.
Furthermore, table 5 presents the direct effects of various hypotheses tested in the study.
For hypothesis one (H1), which states that "Tourist satisfaction has a positive relationship with intention to revisit," the results demonstrate a positive effect.The coefficient is 0.429, and the t-value is 4.322, indicating a strong relationship.This finding is statistically significant, with a p-value of 0.000, signifying that higher tourist satisfaction leads to a greater intention to revisit.Revisit intention is a person's desire to travel somewhere again to relive or experience that destination, product, or brand anew.It is a crucial indicator in tourism and marketing because it reflects how satisfied someone is with their experience (Kurniawan Widiyasa & Tuti, 2023).When tourists plan to revisit a destination, it is seen as a post-consumption behavior.This means it's a reaction or decision made by consumers after they've enjoyed a travel experience.Post-consumption behavior includes any actions and responses from consumers after using a product or service.One key example in tourism is the intention to return to the same destination in the future (Nguyen Viet et al., 2020).The study results highlight that satisfaction boosts the likelihood of repeat visits.tourist satisfaction is critical in driving repeat visits to a location or event.Satisfied tourist are more likely to return because their positive experience makes them want to come back (Nguyen Huu et al., 2024).
For hypothesis two (H2), which states that "Service quality has a significant positive impact on satisfaction," the results confirm this positive relationship.The coefficient is 0.205, and the t-value is 3.349, both indicating a significant effect.With a p-value of 0.000, the findings show that better service quality greatly enhances tourist satisfaction.This supports the well-known idea that high-quality service is a key driver of customer satisfaction.Many studies have demonstrated the link between service quality and customer satisfaction.
Companies and organizations strive for high customer satisfaction, particularly those that value long-term customer relationships.Companies that deliver high-quality services and meet customer expectations are more likely to build satisfaction and maintain a loyal customer base (Papadopoulou et al., 2023;Ramesh & Jaunky, 2021).Service quality is a crucial factor that affects customer satisfaction levels.This aligns with studies by Nastabiq and Soesanto (2021), Ali and Raza (2017), Nunkoo et al. (2017), which explains that the better the quality of service provided by the provider, the higher the level of satisfaction felt by customers.Service quality combines two components: service and quality, focusing on intangible business activities provided to consumers.Good service quality helps service providers stand out from competitors and maintain a strong position in a competitive market (Kumar, 2024).
Hypothesis three (H3), which states "Service quality has a significant positive impact on revisit intention," shows a coefficient of 0.453 and a p-value of 0.000, demonstrating a robust Moreover, hypothesis four (H4), which states "The effect of service quality on revisit intention is mediated by tourists' satisfaction," also shows a significant indirect effect.The path coefficient is 0.089, with a t-value of 2.353 and a p-value of 0.000.This suggests that high service quality not only improves satisfaction but also directly and indirectly increases the intention to revisit.
Service quality is a positive predictor of visitors' intention to revisit a destination, significantly impacting tourist behavior.When visitors feel that the quality of service received at a tourist destination meets or exceeds their expectations, it encourages them to return to the destination in the future.A positive perception of service quality creates a sense of satisfaction and a pleasant impression in the minds of tourist (Manyangara et al., 2023).
This perception will create a sense of satisfaction in tourist.A pleasant and satisfying experience will be well-recorded in the tourist memory.When they have experienced good quality service in a tourist destination, they are likely to consider revisiting the destination in the future.They think that these destinations can provide a valuable experience and are worth visiting again (Gholipour Soleimani & Einolahzadeh, 2018).Based on the results of the study, it is explained that the quality of service affects revisit intention.This suggests that tourism managers who provide the best quality of service to visitors will increase the revisit intention to the tourist attraction.Therefore, a more effective and efficient strategy for companies or tourist destinations is to focus on retaining existing customers and increasing their repeat visit rate.This can reduce costs and build customer loyalty, ultimately supporting long-term business growth (Nazarian et al., 2024).
For hypothesis five (H5), which proposes that "Experiential marketing positively influences satisfaction," the results are compelling.The coefficient is 0.649, and the t-value is 13.963, both indicating a very strong positive effect.The p-value of 0.000 confirms the statistical significance of this finding.This is particularly relevant in tourism, where engaging and memorable experiences can significantly increase tourist contentment.Experiential marketing focuses on creating personalized experiences for consumers in response to stimuli provided by sellers or manufacturers.This strategy aims to deliver emotional benefits to consumers, such as memorable, unique, and holistic experiences that engage all senses (Desy Surya et al., 2020).By offering events, performances, interactive activities, or specifically designed store environments, companies seek to build deep interactions with consumers beyond mere sales transactions (Alfiyan et al., 2023).The study's results indicate that experiential marketing significantly affects consumer satisfaction by triggering positive emotional responses, such as pleasure, awe, or pleasant surprise.These emotional responses are positively correlated with customer satisfaction levels.This aligns with research by Bramantoko and Maridjo (2024), which explains that the main focus of experiential marketing is to create unique, engaging, and multisensory experiences, thereby increasing customer satisfaction.
However, hypothesis six (H6), which states "Experiential marketing positively influences revisit intention," shows a coefficient of -0.000, a t-value of 0.005, and a p-value of 0.966, indicating no significant effect.This finding suggests that while experiential marketing strongly affects satisfaction, it does not directly translate into an increased intention to revisit.
In an experiential marketing approach, the main focus is on creating a positive and memorable experience for visitors.One way to do this is by improving and building facilities that support creating a pleasant experience (Christianingrum et al., 2024).The study found that experiential marketing did not significantly impact the interest of repeat visitors.One possible reason is that visitors are more concerned with practical and functional aspects, such as ease of access, affordable prices, or the availability of a wide selection of amenities, rather than simply looking for an engaging or memorable experience.Additionally, factors beyond the control of destination managers, such as weather conditions, security situations, or tourist travel trends, may also be stronger determinants in influencing interest in repeat visits (Christianingrum et al., 2024).Therefore, although experience-based marketing strategies are widely applied, the results of this study show that they are not effective enough to encourage repeat visits (Rorimpandey et al., 2022).
Interestingly, the indirect influence of tourist satisfaction on the relationship between experiential marketing and intention to revisit a destination (H7) is statistically significant, with a path coefficient of 0.278, a t-value of 4.276, and a p-value of 0.019.This demonstrates that experiential marketing significantly enhances satisfaction, which then positively impacts the intention to revisit.This pattern suggests that more than experiential marketing is needed to drive the intention to revisit a destination directly.Instead, it appears that the satisfaction derived from the experiential marketing efforts is the key driver.This can be explained by the fact that experiential marketing creates memorable and engaging experiences that enhance overall satisfaction.When satisfied with their experiences, tourists form positive emotional connections and memories associated with the destination.These positive emotions and memories are what ultimately influence their intention to return.

Conclusion and Suggestion
This study aimed to examine the relationships between service quality, experiential marketing, tourist satisfaction, and revisit intention.From the seven proposed hypotheses, only one hypothesis, which states "Experiential marketing positively influences revisit intention," was rejected.For the remaining hypotheses the study found strong support for the remaining six hypotheses, confirming that tourist satisfaction has a positive relationship with the intention to revisit, service quality significantly impacts tourist satisfaction, and service quality has a direct positive impact on revisit intention.Furthermore, the effect of service quality on revisit intention is mediated by tourists' satisfaction; experiential marketing positively influences satisfaction, which mediates the effect of experiential marketing on revisit intention.
Theoretically, experiential marketing may not directly influence revisit intention due to the nature of how experiences are processed and remembered by tourists.While experiential marketing creates memorable and engaging experiences that enhance overall satisfaction, it may not address the more practical and logistical considerations that directly impact the decision to revisit.Tourists often consider factors such as ease of access, affordability, and the availability of amenities when deciding whether to return to a destination.Additionally, external factors such as weather conditions, security situations, and travel trends can also play a significant role in this decision.Therefore, although experiential marketing effectively enhances satisfaction by creating positive emotional connections and memorable experiences, it requires the mediating influence of satisfaction to translate these positive experiences into a concrete intention to revisit.
For future research, expanding the research scope beyond Purwakarta is recommended.
By including a wider area, a more comprehensive understanding of the factors affecting tourist satisfaction and revisit intention can be achieved.This broader scope will allow for identifying regional differences and similarities, providing a richer dataset and more generalizable findings.Additionally, future studies should consider including other variables that influence tourist satisfaction and revisit intention.Potential variables could include destination attractiveness, accessibility, facilities, and prices.These factors can significantly contribute to shaping tourists' overall experiences and their decisions to return to a

Figure
Figure 1.Framework items for each construct in the study were adapted from previous research and modified to suit the context of this study.Service quality was assessed using scales fromLi et al. (2021),Zhang et al. (2020),Tosun et al. (2015), andParasuraman et al. (1985), including hospitality Does experiential marketing alone encourage domestic tourists to revisit? by Ina Ratnamiasih, Wasito, Muhammad Iqbal Baihaqi, Mira Andriyani 202 (2018), who explored event marketing; Lee et al. (2021), who studied in-store technology experiences, and Huang and Bu (2022), who examined destination attributes in rural tourism, our study aims to integrate experiential marketing and service quality to provide a

Table 1 .
Factor Loadings (FL) Kline (2023)018), andTosun et al. (2015)les fromPeng et al. (2023),Li et al. (2018), andTosun et al. (2015).Table1shows a detailed measurement of each construct.We used two methods fromKline (2023)to conduct Structural Equation Modeling (SEM) data analysis and develop a theoretical model by verifying the fitness of the collected data with the Smart PLS 3.0 software.First, they tested the adequacy and quality of the measurement model using Confirmatory Factor Analysis (CFA) to ensure the constructs' reliability, discriminant validity, and convergent validity.Second, we applied Partial Least Square Structural Equation Model (PS-SEM) to test the hypotheses and uncover the effect of

Table 3 .
Reliability and AVE of the outer model

Table 5 .
Direct Effect Result

Table 6 .
Indirect Effect Result