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Desy Oktaviani
Universitas Trisakti, Indonesia & Universitas Widyatama, Indonesia
Economics, Econometrics & Finance Social Sciences

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Driving Repurchase Intention towards Mountain Hiking Open Trip Agencies: The Dual-Pathway of Mitigating Risks and Maximizing Enjoyment Desy Oktaviani; Yolanda Masnita; Husna Leila Yusran; Wang Lin
Journal of Marketing Innovation (JMI) Vol. 6 No. 2 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i2.520

Abstract

Driven by social media trends, mountain hiking has grown rapidly, leading to a proliferation of travel and open trip agencies. It also brings two major challenges: business sustainability due to fear of missing out (FOMO) driven demand and increasingly intense competition. Thus, repurchase intention becomes the key. This study aims to investigate repurchase intention by focusing on two aspects: how Marketing Communication effectively mitigates Perceived Risk, and how Destination Image enhances Perceived Enjoyment. A descriptive quantitative method using a questionnaire was adopted. The sample consisted of 265 hikers who joined mountain trips via travel agencies or open trips, chosen through purposive sampling. Data analysis was conducted using partial least squares structural equation modeling (SEM-PLS). The results supported the proposed risk and enjoyment pathways to repurchase intention. Providers should therefore attend to both routes: clear, informative communication before the trip that helps hikers anticipate and prepare for trip risks, and experiences hikers enjoy and associate with the provider.
Co-Authors Husna Leila Yusran Wang Lin