Service Quality and Revisit Intention in Nglanggeran Village: Role of Memorable Experience

Abstract

This study investigates the effect of service quality on revisit intention to Nglanggeran Tourist Village, Yogyakarta, with memorable tourism experience as a mediating variable. A quantitative survey was conducted involving 150 domestic tourists who had visited Nglanggeran within the last year. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) through SmartPLS 4.0. The findings reveal that service quality has a positive and significant effect on revisit intention. Moreover, memorable tourism experience significantly mediates the relationship between service quality and revisit intention, highlighting its role in strengthening tourists’ loyalty. Theoretically, this study contributes to consumer behavior and tourism literature by integrating service quality and emotional tourism experience into the Theory of Planned Behavior (TPB) framework. Practically, the results suggest that managers of tourist villages should not only focus on improving service standards but also create unique, authentic, and memorable experiences to encourage repeat visits. The novelty of this research lies in examining how service quality in a community-based and sustainable tourism destination can indirectly foster revisit intention through memorable experiences, providing new insights for tourism development in local contexts.