Exploration of Memorable Tourism Experience and Word of Mouth in Increasing Revisit Intention in Karawang Beach Tourism
DOI:
https://doi.org/10.55606/ijemr.v4i1.341Keywords:
Karawang Beach Tourism, Memorable Tourism Experience, Revisit Intention, Word of MouthAbstract
The COVID-19 pandemic has reduced tourism to Karawang Beach, which holds significant potential. This study investigates how memorable tourist experiences (MTE) influence word of mouth (WOM) and revisit intention (RI) among tourists at Karawang Beach and offers strategic recommendations to tourism managers. The study surveyed 120 qualified respondents using a quantitative descriptive-verification approach. Utilizing SEM-PLS, MTE was found to have a positive and substantial effect on WOM (0.662) and RI (0.488), while WOM significantly influenced RI (0.480). RI was explained by 77.8% of the variance in MTE and attention to revisit intention through WOM, with an R-square value of 0.778. These findings indicate that a good tourist experience can encourage people to return and share positive reviews. Therefore, tourism management should enhance the quality of tourist experiences to boost word-of-mouth marketing and persuade visitors to return to Karawang Beach
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