Branding Kebumen Geopark through enhancing the intent of tourists to return

Rahmawati, Esti Dwi
Prastiwi, Putri Intan

Enrichment : Journal of Management
Vol. 14 No. 4 (2024): October: Management Science And Field

This study explores the factors influencing revisit intention to Kebumen Geopark, Indonesia. Using a quantitative approach and Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis, data was collected through an online questionnaire from 100 tourists. The analysis results show that destination image, electronic word-of-mouth (eWOM), and perceived risk have a significant impact on revisit intention. A positive destination image can enhance tourist satisfaction and encourage them to return, while eWOM serves as an effective promotional tool in the digital era. Perceived risk also influences tourists' decisions, where a good image can reduce the negative effects of perceived risk. Recommendations for destination managers include improving visitor experiences, utilizing social media for promotion, and enhancing facilities to reduce perceived risks. This study identifies the importance of comprehensive marketing strategies to enhance the image of Kebumen Geopark and attract more tourists