The Influence of Destination Image and Tourist Experience on Revisit Intention: The Mediating Role of Tourist Trust in a Conservation-Based Destination

Rini, Widi Listiyas (2025) The Influence of Destination Image and Tourist Experience on Revisit Intention: The Mediating Role of Tourist Trust in a Conservation-Based Destination. Magister thesis, Institut Teknologi Bisnis WIdya Gama Lumajang.

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Abstract

This study examines the influence of destination image and tourist experience on revisit intention, with tourist trust serving as a mediating variable. Conducted in the context of Bukit Cinta, a conservation-based destination in Bromo Tengger Semeru National Park, Indonesia, the research addresses the growing need to understand psychological and behavioral factors that drive tourist loyalty beyond satisfaction. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0, involving 150 respondents who had previously visited the site. The results demonstrate that both destination image and tourist experience have significant direct effects on revisit intention, as well as indirect effects through trust. Trust emerged as the most influential variable, mediating the relationship between both antecedents and revisit behavior. The model explained 56.3% of the variance in trust and 61.8% in revisit intention, indicating strong explanatory power. Tourist experience showed a larger impact on trust than destination image, underscoring the importance of affective engagement and memorable experiences. Theoretically, this study contributes to the expansion of the Theory of Planned Behavior by positioning trust as an affective-attitudinal construct. Practically, it offers strategic implications for destination managers, particularly in nature-based and culturally sensitive settings, highlighting the need to foster trust through transparency, authenticity, and consistent service delivery. These findings provide a comprehensive framework for understanding and enhancing tourist loyalty in sustainable tourism management.

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