Journal of Management and Digital Business
Vol. 5 No. 3 (2025): Journal of Management and Digital Business

Understanding revisit intention among Gen Z in Bali tourism: The role of service quality, perceived risk, and satisfaction

Ruslim, Tommy Setiawan (Unknown)



Article Info

Publish Date
23 Nov 2025

Abstract

Understanding Generation Z's behavioral intentions is critical to sustaining the growth of domestic tourism in Indonesia. This study investigates the factors influencing revisit intention among Gen Z tourists from Jakarta who have visited Alas Harum, a popular agrotourism destination in Bali, Indonesia. This research analyzes the responses of 232 respondents obtained through online questionnaires. The data are analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that service quality positively and significantly affects tourist satisfaction and revisit intention, with tourist satisfaction mediating this relationship.  Perceived risk is found to negatively and significantly affect both tourist satisfaction and revisit intention. However, tourist satisfaction does not mediate the relationship between perceived risk and revisit intention, indicating that perceived risk influences Gen Z’s travel decisions directly, without being mediated by affective factors such as satisfaction. These findings contribute to the tourism behavior literature by refining the application of TPB with experiential constructs and highlighting that satisfaction is not always a universal mediator in youth tourism. The study recommends that destination managers focus on both service excellence and risk communication to directly influence behavioral outcomes.

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Journal Info

Abbrev

jmdb

Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Management and Digital Business [2797-9555]contains articles based on conceptual studies and research results in the field of management and business, including organizational behavior, leadership, human resources management, innovation, it, operations and supply chain management, ...