Indonesia’s tourism sector has experienced remarkable growth, establishing itself as a vital contributor to the national economy. The "Wonderful Indonesia" branding initiative reflects the government's strategic efforts to promote the country's diverse natural, cultural, and artificial attractions. This study investigates the influence of marketing mix strategies on tourists’ revisit intention in Sade Village, a traditional Sasak tourism village located in Central Lombok. Employing a mixed-method approach, this research integrates both qualitative and quantitative techniques. Primary data were collected through in-depth interviews with key stakeholders and structured questionnaires administered to 100 tourists, encompassing both domestic and international visitors. The data were processed using SPSS and SmartPLS software to conduct descriptive analysis and structural equation modeling, respectively. The results reveal significant perceptual differences in how local and foreign tourists evaluate the marketing mix elements. Specifically, international tourists rated product, pricing, and physical evidence more favorably, while domestic tourists demonstrated a higher revisit intention. These findings suggest that an optimized marketing mix plays a critical role in enhancing tourist loyalty and sustaining destination competitiveness. Furthermore, the study emphasizes the need for tailored marketing strategies that cater to the unique preferences and expectations of different tourist segments. The research contributes to the academic discourse on marketing in tourism by highlighting the differential impact of marketing mix elements on various visitor groups. Its novelty lies in contextualizing these dynamics within a culturally rich, rural tourism setting, offering practical insights for stakeholders aiming to foster sustainable tourism development through more strategic and inclusive marketing efforts.
Anggara et al. (Mon,) studied this question.