Tourist experience and risk perception on revisit intention: Mediate of destination image

Abstract

The purpose of this research is to explain the role of destination image in mediating tourists' experiences and risk perceptions on their revisit intention the Royal Sport Horse Bali equestrian tourism destination. The theory used is the Theory of Planned Behavior. This research is a type of quantitative research that is associative in nature. The population in this study were all domestic tourists who had ridden at the Royal Sport Horse Bali at least once. The sampling technique used purposive sampling with a sample size of 100 respondents. Respondent data was collected by distributing questionnaires. The data analysis technique in this research uses PLS-based SEM. The research results show that all variables have a significant effect. Destination image acts as a partial mediator in mediating the effect of tourist experience and risk perception on intention to return to the Bali Royal Sport Horse Equestrian Tourism Destination. The results of this research can provide an empirical contribution regarding the effect between the variables of tourist experience, risk perception, destination image and revisit intention for the development of the theory of planned behavior. The management of Royal Sport Horse Bali can implement marketing strategies that highlight the uniqueness and attractiveness of the destination to increase tourists' revisit intention.