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All Journal International Journal of Applied Business and International Management
Veronica Ayu Dwi Atmaja
Universitas Mahasaraswati Denpasar
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Coffee Agrotourism Revisit Intention: Experiential Marketing, e-WOM, and Brand Image Pande Ketut Ribek; Ni Putu Nita Anggraini; Veronica Ayu Dwi Atmaja
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.4656

Abstract

Coffee agrotourism has emerged as a unique tourism concept that combines agricultural activities with nature-based experiences to enhance visitor engagement and destination competitiveness. This study aims to examine the effects of experiential marketing and electronic word of mouth (e-WOM) on revisit intention, both directly and indirectly through brand image. A quantitative associative research design was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 160 visitors to coffee agrotourism destinations in Gianyar, Bali, and analyzed using SmartPLS 3.2.9. The results indicate that experiential marketing has no significant direct effect on revisit intention (b = 0.208, p = 0.078), whereas e-WOM has a positive and significant effect (b = 0.422, p 0.001). Experiential marketing (? = 0.290, p 0.001) and e-WOM (b = 0.576, p 0.001) significantly improve brand image, which subsequently has a positive and significant effect on revisit intention (b = 0.276, p = 0.006). Furthermore, brand image fully mediates the relationship between experiential marketing and revisit intention and partially mediates the relationship between e-WOM and revisit intention. These findings highlight the importance of strengthening brand image and encouraging positive e-WOM to increase tourists' revisit intentions toward Bali coffee agrotourism
Co-Authors Ni Putu Nita Anggraini Pande Ketut Ribek