Experiential quality and satisfaction in marine tourism: a gendered analysis of post-visit behavior and frequency of visits in Lampung, Indonesia

Sustainable tourism in marine destinations is essential for economic growth in areas like Lampung Province, Indonesia. This study investigates the drivers of post-visit behavior through a survey of 321 domestic tourists, utilizing purposive sampling among followers of a prominent travel agency on Instagram. Analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the model includes constructs of experiential quality, destination value, experiential satisfaction, post-visit behavior, frequency of visits, and gender. Results indicate that experiential quality significantly impacts destination value and experiential satisfaction, which in turn influence post-visit behavior. Experiential satisfaction also mediates the relationship between destination value and post-visit behavior, confirming its pivotal role in tourism research. Crucially, the study introduces frequency of visits as a measure of sustainability, examining how often tourists return within a two-year period. Multigroup analysis reveals gender differences in these relationships, offering insights into the distinct behaviors of male and female tourists. These findings have significant implications for marine tourism management in Lampung, suggesting that enhancing experiential aspects can lead to increased visitation and contribute to sustainable tourism development. The study’s approach serves as a model for future research, advocating for targeted strategies to foster tourist engagement and promote the sustainability of the marine tourism sector.