A Moderated Mediation Analysis on The Influence of E-Tourism Quality in Predicting Revisit Intentions in Nias Island Tourism

This study examines how digital platform quality influences tourist revisit intentions in island destinations, testing the mediating roles of perceived value and tourist satisfaction while investigating destination familiarity as a moderating factor.Using validated E-S-QUAL instruments adapted for tourism contexts, we conducted PLS-SEM analysis on data from 250 tourists who visited Nias Islands, Indonesia.The sample included 149 domestic and 101 international visitors surveyed within four months of their visit.Results supported the proposed serial mediation model.E-tourism quality significantly influenced perceived value ( = 0.398, p < 0.001), which in turn affected tourist satisfaction ( = 0.336, p < 0.001), ultimately influencing revisit intention ( = 0.515, p < 0.001).The serial mediation pathway achieved statistical significance ( = 0.069, p = 0.013), confirming sequential processing from platform quality through value perception to satisfaction and behavioral intention.Destination familiarity significantly moderated the e-tourism quality-perceived value relationship ( = -0.397,p < 0.001), with first-time visitors demonstrating stronger sensitivity to digital platform quality than repeat visitors.The findings provide practical insights for island destination management, suggesting that digital platform quality serves as critical infrastructure requiring sustained investment.While first-time visitors show greater sensitivity to digital quality, repeat visitors also maintain substantial reliance on digital platforms for trip planning.For tourism researchers, the study contributes evidence about sequential processing of digital tourism experiences and the boundary conditions of destination familiarity effects in island contexts.