Developing Tourist Retention Behavior Through Tourist Experiences and Service Quality

ABSTRACT : This study investigates the influence of tourist experiences and service quality on tourist retention behavior, with tourist satisfaction acting as a mediating variable, in the context of artificial tourist destinations in Central Kalimantan, Indonesia. Employing a quantitative causal research design, data were collected from 156 tourists through structured questionnaires and analyzed using SmartPLS. The findings reveal that both tourist experiences and service quality significantly impact tourist satisfaction and, in turn, positively affect tourist retention behavior. The key dimensions of tourist experien celocal culture, psychological refreshment, and knowledge along with the five SERVQUAL dimensions tangibles, reliability, responsiveness, assurance, and empathy play crucial roles in shaping tourists' perceptions and loyalty. The study highlights that service quality has the strongest direct influence on tourist satisfaction and subsequent retention behavior. These insights offer both theoretical contributions to consumer behavior and tourism loyalty literature and practical implications for destination managers. By enhancing service standards and curating meaningful experiences, tourism stakeholders can improve visitor satisfaction, stimulate return visits, and foster long-term sustainable tourism.