Drivers of Revisit Intentions: A Study of Visitors at Indonesia's Madura Cow Races

This study analyzed key factors influencing visitors' behavioral intentions for a cultural cow racing event in Indonesia.A survey methodology was used to collect data from 143 visitors, which was analyzed with SEM-PLS.The results showed experience quality positively influenced perceived value, satisfaction, and intentions.Satisfaction also positively impacted intentions.However, the relationship between perceived value and intentions was non-significant.The findings provide useful insights into improving the visitor experience and enhancing intentions to revisit this unique cultural event.Practical implications are discussed for event managers.However, limitations exist regarding the sampling and methods.Further research should build on these findings using larger representative samples and additional variables.Overall, the study contributes to the limited literature on visitor behavioral intentions in the context of cultural events.