The Impact of Service Quality, Tourist Satisfaction, and Memorable Tourism Experience on Intention to Recommend: A Case Study of Keviandra Tour & Travel in Yogyakarta

This study investigates the interconnected roles of service quality, tourist satisfaction, and memorable tourism experiences in shaping tourists’ intention to recommend. Conducted at Keviandra Tour & Travel in Yogyakarta during the post-COVID-19 recovery period, the research applies Structural Equation Modelling (SEM-AMOS) to analyse data from 167 respondents. Grounded in the Service Quality Model, Experience Economy Theory, and memory-based consumer decision frameworks, the study empirically tests six hypotheses. Results reveal that service quality significantly influences both tourist satisfaction and memorable experiences, which in turn mediate the intention to recommend. Furthermore, service quality also exerts a direct positive impact on recommendation intentions. The findings underscore the critical role of emotionally engaging experiences and service excellence in driving word-of-mouth advocacy. This research contributes to the tourism literature by offering a comprehensive model of post-visit behaviour and provides practical insights for tour operators aiming to enhance customer loyalty and destination competitiveness in a post-crisis context