Anteseden Revisit Intention pada Wisata Bahari di Kepulauan Nias

Abstract

The declining number of tourist visits to marine tourism destinations in the Nias Archipelago has become a critical issue in regional tourism development. Insufficient utilization of digital technology, and underdeveloped competitive advantages are key factors influencing the low level of revisit intention among visitors. This study aims to analyze the influence of tourism product and e-tourism on revisit intention, with competitive advantage and tourist satisfaction acting as mediating variables. The population of this study were domestic and foreign tourists who visited and traveled to marine tourism in the Nias Archipelago, North Sumatra. The sample of this study was 250 respondents of domestic and foreign tourists who visited and traveled to 3 (three) marine tourism locations namely Sorake Beach, Asu Island and Turedawola Beach with a sampling technique using purposive sampling. The quantitative approach used with the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique. The results of this study indicate that tourism product has a positive and significant effect on competitive advantage, e-tourism has a positive and significant effect on competitive advantage, tourism product has a positive and significant effect on revisit intention, e-tourism has a positive and significant effect on revisit intention, competitive advantage has a positive and significant effect on tourist satisfaction, tourist satisfaction has a positive and significant effect on revisit intention, tourism product has a positive and significant effect on tourist satisfaction through competitive advantage, e-tourism has a positive and significant effect on tourist satisfaction through competitive advantage, competitive advantage has a positive and significant effect on revisit intention through tourist satisfaction. The results of the Importance-Performance Map Analysis (IPMA) show that the Tourist Product construct has high importance and performance so that it becomes a major strength that needs to be maintained for its sustainability.