ANTECEDENTS OF TOURIST SATISFACTION AND SUSTAINABILITY TOURISM IN INDONESIA TOURISM VILLAGES

The development of tourist villages in Indonesia is very rapid, however, most tourist village managers pay little attention to sustainable tourism village management, so that many tourist villages do not develop well. This research aims to investigates the influence of the dimensions of sustainability and quality of experience on tourist loyalty in tourism villag es, with tourist satisfaction as a mediating variable. The dimensions of sustainability used in this resear ch include economic, environmental, socio-cultural and institutional sustainability. This study uses a quantitative approach. The number of samples used in this research was 394 tourists from ten tourism villages in Indonesia. Data analysis methods using PLS-SEM and SmartPLS are used to evaluate model measurements, structural models, and goodness of fit models. This research found that economic and environmental sustainability positively and significantly affect tourist satisfaction in tourism village. Meanwhile, socio-cultural sustainability and institutional sustainability do not have a significant influence on tourist satisfaction. The quality of experience significantly affects satisfaction, revisit intention, and WOM. Meanwhile, satisfacti on has a significant effect on revisit intention and WOM. Based on these findings, to increase WOM and revisit intention, tourist village managers must pay attention to the dimensions of economic and environmental sustainability, as well as the quality of tourist experiences that can satisfy tourists. Tourists who are satisfied can provide recommendations to other people and have the desire to come back to the tourist village. Based on the explanation above regarding tourist satisfaction shows that tourist satisfaction is the key to increasing tourist loyalty. In the context of a tourist village, tourists' satisfaction can be created by providing memorable experiences in terms of services, facilities, attractions, and accommodations. Satisfied tourists are a long-term investment for a tourist village because it creates the intention to visit the village again, or if they do not visit again, they will recommend it to other people and mention optimistic things about the village. This study develops a desire model for tourism villages that are increasingly developing throughout the world. These results can be used as a strategy or reference for tourism village managers to develop sustainable tourism villages.