The hospitality industry, particularly in Bali’s villa sector, faces intense competition, requiring companies to focus on creating superior customer experiences to sustain satisfaction and loyalty. This study examines the effects of stay experience, villa design, facilities, price, and service quality on customer satisfaction, positive word of mouth (WOM), and revisit intention at Bali Management Villa. A quantitative research method was employed with 231 respondents who had stayed at one of ten selected villas in Seminyak, Canggu, and Kerobokan. Data were collected using questionnaires measured on a Likert scale and analyzed through Partial Least Squares (PLS) structural equation modeling. Findings reveal that all five factors stay experience, villa design, facilities, price, and service quality positively and significantly affect customer satisfaction. In turn, customer satisfaction positively influences positive WOM and revisit intention. Positive WOM also has a significant effect on revisit intention and is found to partially mediate the relationship between customer satisfaction and revisit intention. These results highlight the importance of delivering engaging stay experiences, attractive villa designs, reliable facilities, fair pricing, and excellent service quality to strengthen customer satisfaction, stimulate positive WOM, and encourage repeat visits, thereby enhancing competitiveness in Bali’s dynamic hospitality market.
Wahyudi et al. (Wed,) studied this question.