Analysis of tourist satisfaction in realising returns and recommending rural tourism destinations in Jambi province

Abstract

The province of Jambi has significant potential in developing rural tourism, with various unique destinations rich in culture and natural beauty that attract visitors. However, the challenge lies in maintaining and increasing tourist visits and encouraging them to recommend these destinations to others. This study aims to analyze the factors influencing tourist satisfaction in realizing repeat visits and recommending rural tourism destinations in Jambi Province. This research employs a survey method by collecting data through questionnaires distributed to 180 tourists who have visited rural tourism destinations in Jambi. The collected data is analyzed using multiple regression analysis techniques with the help of SmartPLS to determine the impact of independent variables on the dependent variable. The results show that the destination image does not significantly influence tourists' intentions to recommend the destination to others but can enhance tourist satisfaction. In contrast, the perceived value by tourists positively impacts the intention to recommend but does not affect satisfaction or repeat visits. The uniqueness of the destination can improve satisfaction and attract repeat visits, although it does not directly influence recommendations. Tourist satisfaction itself does not significantly impact recommendations, and repeat visits do not affect the intention to recommend the destination. The implication of this study is that rural tourism destination managers in Jambi Province need to focus on creating unique experiences and enhancing the perceived value for tourists to improve the appeal and sustainability of the destination.
Keywords
  • Recommend to Others
  • Tourist Satisfaction
  • Return Visits
  • Destination Image
  • Perceived Value
  • Unique Destinations
References
  1. Ahmadi, A. (2023). Daerah di Jambi yang Paling Banyak Dikunjungi Wisatawan Lokal, Muaro Jambi Justru Urutan 7. https://www.jambione.com/megapolitan/1362958636/daerah-di-jambi-yang-paling-banyak-dikunjungi-wisatawan-lokal-muaro-jambi-justru-urutan-7
  2. Alvianna, S., Hermawan, H., Hidayatullah, S., & Aristanto, E. (2023). The Role Of Tourist Satisfaction In The Relationship Of Destination Image To The Loyalty Of Tourists Visiting Coban Rondo Waterfall Tour. Media Wisata, 21(1).
  3. Andreas, A., & Tunjungsari, H. K. (2019). Pengaruh citra destinasi dan perceived value terhadap loyalitas wisatawan melalui kepuasan wisatawan. Jurnal Manajerial Dan Kewirausahaan, 1(1).
  4. Anggraeni, R., Rizan, M., & Saidani, B. (2022). Pengaruh Perceived Value dan Promotion terhadap Revisit Intention dengan Kepuasan sebagai Intervening. Jurnal Bisnis, Manajemen, Dan Keuangan, 3(1), 128–139.
  5. Arpan, Y. (2023). Pengaruh Destination Image, Social Media Marketing dan Daya Tarik, terhadap Kepuasan Wisatawan Melalui Keputusan Berkunjung (Studi pada Kebun Raya Liwa, Lampung Barat). Ekonomis: Journal of Economics and Business, 7(1), 561–569.
  6. Čaušević, A. (2020). Tourists’satisfaction, Recommendation And Revisiting Sarajevo. Zbornik Radova-Sarajevo Business and Economics Review (SBER), 38, 151–166.
  7. Chan, J. K. L. (2023). Sustainable rural tourism practices from the local tourism stakeholders’ perspectives. Global Business & Finance Review, 28(3), 136.
  8. Chotimah, S., & Wahyudi, H. D. (2017). Pengaruh Perceived Value Terhadap Revisit Intention: Mediasi Customer Satisfaction Pada Pengunjung Jawa Timur Park I Batu. Sumber, 4, 145–328.
  9. Della Corte, V., Sciarelli, M., Cascella, C., & Del Gaudio, G. (2015). Customer satisfaction in tourist destination: The case of tourism offer in the city of Naples. Journal of Investment and Management, 4(1–1), 39–50.
  10. Hanif, A., Kusumawati, A., & Mawardi, M. K. (2016). Pengaruh citra destinasi terhadap kepuasan wisatawan serta dampaknya terhadap loyalitas wisatawan (Studi pada wisatawan nusantara yang berkunjung ke Kota Batu). Brawijaya University.
  11. Kadi, D. C. A., Purwanto, H., & Vonseica, B. R. (2021). Pengaruh destination image terhadap revisit intention dan intention to recommend melalui satisfaction sebagai variabel intervening. MBR (Management and Business Review), 5(2), 176–187.
  12. Kaur, S., & Kaur, M. (2020). Behavioral intentions of heritage tourists: Influential variables on recommendations to visit. Journal of Heritage Tourism, 15(5), 511–532.
  13. Khotimah, N. K., Mustikowati, R. I., & Nurfarida, I. N. (2023). Citra Destinasi terhadap Kepuasan Pengunjung dan Niat Rekomendasi. Jurnal Manajemen Dan Keuangan, 12(1), 164–177.
  14. Kimmel, C., Perlstein, A., Mortimer, M. J., Zhou, D., & Robertson, D. P. (2015). Sustainability of tourism as development strategy for cultural-Landscapes in China: case study of Ping’An village. Journal of Rural and Community Development, 10(2).
  15. Kurniawan, R., Fajariana, D. E., & Pahrijal, R. (2024). Pengaruh Aktivitas Wisata Alam, Pelayanan, dan Harga Paket Wisata terhadap Kepuasan Wisatawan di Jawa Timur. Jurnal Multidisiplin West Science, 3(07), 1010–1022.
  16. Lukito, L. E. (2022). Kontribusi Industri Pariwisata Terhadap Pembangunan Indek Manusia.
  17. Marques, C., da Silva, R. V., & Antova, S. (2021). Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations? Tourism Management, 85, 104293.
  18. Muis, M. R., Gultom, D. K., Jufrizen, J., & Azhar, M. E. (2020). Model Elektronik Word of Mouth: Citra Destinasi, Kepuasan dan Loyalitas Wisatawan. Jurnal Ilmiah Manajemen Dan Bisnis, 21(1), 1–19.
  19. Munawar, F., Munawar, R., & Tarmidi, D. (2021). The impact of perceived coolness, destination uniqueness and tourist experience on revisit intention: A geographical study on cultural tourism in Indonesia. Rigeo, 11(1), 400–411.
  20. Nagaraju, L. G., & Chandrashekara, B. (2014). Rural tourism and rural development in India. International Journal of Interdisciplinary and Multidisciplinary Studies, 1(6), 42–48.
  21. Oktarina, L. D. (2024). Analisis Pengembangan Destinasi Wisata di Desa Pematang Jering Kabupaten Muaro Jambi. JOURNAL-RCD (Rural Community Development): Jurnal Pengabdian Masyarakat, 1(1).
  22. Prabowo, S. E., Hamid, D., & Prasetya, A. (2016). Analisis partisipasi masyarakat dalam pengembangan desa wisata (studi pada Desa Pujonkidul Kecamatan Pujon Kabupaten Malang). Jurnal Administrasi Bisnis (JAB), 33(2).
  23. Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54.
  24. Rahmat, P. S., & Harjadi, D. (2023). The Effect Of Experience Quality On Return Visit Interest Through Perception Of Value, Destination Image And Satisfaction: Pengaruh Experience Quality Terhadap Minat Kunjung Ulang Melalui Persepsi Nilai, Citra Destinasi Dan Kepuasan. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 4(03), 50–68.
  25. Sadeli, S., & Destiana, A. (2019). Pengaruh Destination Image Dan Tourist Atraction Terhadap Tourist Satisfaction Dan Post Visit Behavioral Intention. Journal of Tourism and Creativity, 3(2), 131–150.
  26. Saragih, M. G., Aditi, B., & Suyar, A. S. (2022). Perceived value, kepuasan dan revisit intention wisatawan pada lokasi wisata. Journal of Business and Economics Research (JBE), 3(2), 253–258.
  27. Sinatrya, B. Y., Ermawati, D., Ulfa, D. C., Dzikirullah, A., Haq, A. S., & Wulandari, F. (2022). Peran Citra Destinasi Dan Perceived Value Terhadap Kepuasan Dan Loyalitas Halal Friendly Destination. Jurnal Ilmiah Ekonomi Islam, 8(3), 2672–2685.
  28. Souca, M. L. (2020). Revitalizing rural tourism through creative tourism: The role and importance of the local community. Marketing–from Information to Decision Journal, 2(2), 43–50.
  29. Suhud, U., & Febrilia, I. (2022). Pengaruh electronic word of mouth, destination image, attitude toward destination dan destination trust terhadap visit intention: studi pada generasi z di Jabodetabek. Jurnal Bisnis, Manajemen, Dan Keuangan, 3(2), 518–536.
  30. Sulistyadi, Y., Eddyono, F., & Entas, D. (2019). Pariwisata berkelanjutan dalam perspektif pariwisata budaya di Taman Hutan Raya Banten. Uwais Inspirasi Indonesia.
  31. Utami, V. Y., Yusuf, S. Y. M., & Mashuri, J. (2022). Penerapan Community Based Tourism Dalam Pengembangan Pariwisata Berkelanjutan Sebagai Upaya Pemberdayaan Sosial Ekonomi Masyarakat. JCOMENT (Journal of Community Empowerment), 3(3), 219–226.
  32. Yacob, S., Qomariyah, N., Marzal, J., & Maulana, A. (2021). Strategi Pemasaran Desa Wisata. WIDA Publishing.
  33. Yasa, I. M. B., & Dewi, N. D. U. (2023). Analisis Loyalitas Wisatawan Di Desa Wisata Penglipuran Melalui Community Based Tourism Dan Kepuasan. Jurnal Ilmiah Global Education, 4(4), 1986–1992.