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PRINT ISSNUsing the Expectancy Disconfirmation Model in Analysis of the Effect of Service Quality on Tourist’s Satisfaction and Revisiting Tourist’s in Bali
Abstract
The global tourism sector has exhibited gradual recovery and sustained growth, aligning with the increasing demand for tourism services across diverse destinations. Bali, as a preeminent tourist locale, currently confronts sustainability challenges amidst rapid tourism development. Various destinations are engaged in competitive strategies to enhance their appeal and attract a larger influx of visitors. This competitive edge not only serves to draw initial tourist interest but also aims to foster loyalty and encourage repeat visitation. This research endeavors to examine the interplay between tourist expectations, perceptions, and disconfirmations of beliefs, and their subsequent impact on visitor satisfaction and intention to revisit Bali. The study employs a quantitative methodology, utilizing a sample of 200 domestic tourist respondents. Data collection was conducted via questionnaire, with subsequent analysis performed using Structural Equation Modeling (SEM) through Smart PLSsoftware. The findings reveal statistically significant discrepancies between expected and perceived service quality across all measured dimensions. Furthermore, the study demonstrates that perceptions exert a significant influence on tourist satisfaction and propensity to revisit Bali. Tourists' perceptions of tourism service performance are found to be highly influential in determining satisfaction levels and revisitation intentions.
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DOI: https://doi.org/10.26905/jbm.v11i1.12621
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