Mangrove ecotourism in East Java, Indonesia: A memorable tourist experience that awakens revisit intention
Sjafril Amir, Widji Astuti, Grahita Candrarin, Bambang Supriyadi

University of Merdeka, Malang

Abstract

As outdoor tourism is overgrowing amidst competition in the tourism industry, ecotourism must offer tourists Memorable Tourist Experiences (MTEs). Memorable experiences shared on social media are easy to re-share, so they have the potential to go viral. This study tested a research model based on previous empirical research by exploring the mediating role of Electronic Word of Mouth (eWOM) and MTEs on Revisit Intention (RI) in Mangrove Ecotourism in East Java, Indonesia. Samples were selected using a probabilistic technique among mangrove ecotourism tourists in Trenggalek District and Surabaya City, East Java, Indonesia. The number of questionnaires submitted to respondents was two hundred and fifty, which were returned and declared complete as many as one hundred and sixty. The structural equation model (SEM) tests the hypothesis with the Partial Least Squares (PLS) approach. The findings show that MTEs affect eWOM, and eWOM affects RI. The mediating role of eWOM in the relationship between MTEs and RI is also proven.

Keywords: ecotourism, eWOM, memorable tourist experiences, revisit intention

Topic: Sustainability of Green Economics for Anticipating Global Recession