Strategi Pengembangan Kualitas Pelayanan Untuk Meningkatkan Revisit Intention Melalui Kepuasan Pengunjung Di Istana Maimun Medan

Abstract

This study aims to formulate a service quality development strategy to enhance Revisit intention through visitor satisfaction at the cultural tourism destination of Istana Maimun, Medan. The research employed a quantitative approach by distributing questionnaires to 100 visitors and analyzing the data using Partial Least Square (PLS). The findings reveal that service quality has a significant effect on visitor satisfaction, and visitor satisfaction significantly influences Revisit intention. Additionally, visitor satisfaction mediates the effect of service quality on Revisit intention, while service quality alone does not directly affect Revisit intention. Based on these results, the study proposes service improvement strategies including area zoning, facility revitalization, increasing the number of tour guides, digitalizing information services, and regularly organizing cultural performances. The implications of this research are expected to serve as a reference for cultural tourism managers in enhancing visitor satisfaction and Revisit intention.