<![CDATA[Tanah Lot Tourist Attraction is a prominent tourism destination in Bali, attracting visitors for recreation and leisure. However, visiting decisions may be influenced by tourists’ experiences, E-WOM, and satisfaction with the destination. This study aims to examine the effects of customer experience, E-WOM on visiting decisions and analyze the mediating role of customer satisfaction in these relationships at the Tanah Lot Tourist Attraction. This study employed an approach using questionnaires, interviews, and documentation for data collection. The population comprised visitors to the Tanah Lot Tourist Attraction, with 140 respondents selected based on Hair’s sampling guideline. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that customer experience and E-WOM have positive and significant effects on visiting decisions. Customer satisfaction also positively and significantly affects visiting decisions, while customer experience, E-WOM significantly influence customer satisfaction. Furthermore, customer satisfaction significantly mediates the effects of customer experience and E-WOM on visiting decisions. These findings highlight that improving visitor experiences, strengthening positive E-WOM, and enhancing satisfaction are strategies for encouraging tourists to visit Tanah Lot.]]>
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