PENGARUH KUALITAS PELAYANAN DAN SIKAP TERHADAP NIAT BERKUNJUNG KEMBALI KE DESA WISATA SURANADI YANG DIMEDIASI OLEH KEPUASAN WISATAWAN

Abstract

This study aims to analyze the effects of service quality and tourist attitudes on revisit intention to Suranadi Tourism Village, as well as to examine the role of tourist satisfaction as a mediating variable. Suranadi Tourism Village is one of the tourism destinations in Narmada District, West Lombok Regency, West Nusa Tenggara, which possesses tourism potential in the areas of nature, culture, spirituality, and community-based tourism activities. Amid increasingly intense competition among tourism destinations, the ability of a tourism village to retain visitors is determined not only by the attractiveness of the destination but also by the quality of services and tourists’ experiences during their visits.

This study employs a quantitative approach with an explanatory research design. The study population consists of tourists who have previously visited Suranadi Tourism Village, while the sample is determined using purposive sampling. Data are collected through a questionnaire using a five-point Likert scale. The research variables consist of service quality as the first independent variable (X1), tourist attitude as the second independent variable (X2), tourist satisfaction as the mediating variable (Z), and revisit intention as the dependent variable (Y). Data analysis is planned to use Partial Least Squares-based Structural Equation Modeling (SEM-PLS) or path analysis, including tests of both direct and indirect effects.

Conceptually, this study proposes that service quality and tourist attitudes have positive effects on tourist satisfaction and revisit intention. Furthermore, tourist satisfaction is expected to have a positive effect on revisit intention and to mediate the relationships between service quality and tourist attitude and revisit intention. The results of this study are expected to contribute theoretically to the study of tourist behavior and provide practical recommendations for the management of Suranadi Tourism Village and local governments in improving the quality of tourist experiences and encouraging repeat visits.