October 2, 2025Open Access

Influence of Destination Image and Service Quality on Intention to Revisit, Moderated by Visitor Satisfaction at Kata Beach, Kota Pariaman

Key Points

Destination image significantly impacts intention to revisit the Kata Beach tourist attraction, promoting repeat visits.
Service quality positively affects visitor satisfaction, which, in turn, influences the intention to revisit the attraction.
Visitor satisfaction serves as both a mediator and moderator in the relationship between service quality and revisit intentions.
The study employs a path analysis model to explore relationships among key variables impacting tourist behavior.

Abstract

Research Aims: The aim of this research is to determine the influence of destination image and service quality on intention to revisit which is moderated by visitor satisfaction at the Kata Beach tourist attraction, Kota Pariaman. Design/methodology/approach: In this research, a path analysis model is used because between the independent variable and the dependent variable there is a mediating influence. Research Findings: The results of this research are 1) Destination image has a positive and significant effect on intention to revisit the Kata Beach tourist attraction, Kota Pariaman; 2) Service quality has a positive and significant effect on the intention to revisit the Kata Beach tourist attraction, Kota Pariaman; 3) Destination image has a positive and significant effect on visitor satisfaction at the Kata Beach tourist attraction, Kota Pariaman; 4) Service quality has a positive and significant effect on visitor satisfaction at the Kata Beach tourist attraction, Kota Pariaman; 5) Visitor satisfaction has a positive and significant effect on intention to revisit the Kata Beach tourist attraction, Kota Pariaman; 6) There is a mediating influence of visitor satisfaction in mediating the influence of destination image on intention to revisit the Kata Beach tourist attraction, Kota Pariaman; 7) There is a moderating influence of visitor satisfaction in moderating the influence of service quality on intention to revisit the Kata Beach tourist attraction, Kota Pariaman. Theoretical Contribution/Originality: This study proposes a theoretical model combining the effects of destination image and service quality on revisit intention, with visitor satisfaction as both mediator and moderator. It advances understanding of tourist behavior using a moderation-mediation approach in an under-researched coastal tourism context. Keywords: Destination Image, Service Quality, Visitor Satisfaction, Intention to Revisit

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Cite This Study

Sonipa et al. (Wed,) studied this question.

synapsesocial.com/papers/68de6f3683cbc991d0a22564 https://doi.org/https://doi.org/10.47153/jbmr.v6i9.1903

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