Jurnal Dinamika Manajemen, 14 (2) 2023, 218-231

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Increasing Revisit Intention through Visitor Satisfaction to the

Indonesian National Museum
I Gede Bayu Kurniawan Widiyasa 1, Meylani Tuti2 

Management Department, ASA Indonesia University1,2

Info Article Abstract

History Article: This study aims to determine the effect of destination image, visitor experience, and
Submitted 27 December 2022 visitor engagement on visit intention through visitor satisfaction. The population in this
Revised 31 March 2023 study were visitors to the National Museum. The sampling technique used was purpo-
Accepted 27 April 2023 sive sampling with 148 respondents. The data analysis method uses a structural equa-
Keywords: tion model with the help of smartPLS software. The results of the study show that there
customer satisfaction, destination is a significant effect of destination image on visitor satisfaction, visitor engagement
image, revisit intention, visitor on visitor satisfaction and visitor experience on visit intention. Meanwhile, the results
engagement, visitor experience. also show that there is no effect of destination image on visit intention, visitor satisfac-
tion on visit intention and visitor experience on visitor satisfaction. The addition of the
customer engagement and customer satisfaction variables to the model is originality in
this study in measuring the desire of visitors to return with moderation of customer
satisfaction. The managerial implication of this research is that the management of the
national museum should increase activities that can enhance the image of the museum
among the public as a tourist destination which, in addition to providing education, also
provides pleasure, especially for the younger generation to prefer museums.

Meningkatkan Niat Revisit melalui Kepuasan Pengunjung ke

Museum Nasional Indonesia
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh citra destinasi, visitor experience , dan visi-
tor engagement terhadap revisit intention melalui kepuasan pengunjung. Populasi dalam peneli-
tian ini adalah pengunjung museum Nasional. Teknik sampling yang digunakan adalah purpo-
sive sampling dengan jumlah responden sebanyak 148 orang. Metode analisis data menggunakan
structural equation model dengan bantuan software smartPLS. Hasil penelitian menunjukkan
bahwa ada pengaruh yang signifikan destination image terhadap visitor satisfaction, visitor en-
gagement terhadap visitor satisfaction dan visitor experience terhadap revisit Intention. Sementara
itu, hasil juga menunjukkan tidak ada pengaruh destination image terhadap revisit intention,
visitor satisfaction terhadap revisit intention dan visitor experience terhadap visitor satisfaction.
Penambahan variabel customer engagement dan customer satisfaction pada model adalah origi-
nalitas pada penelitian ini dalam mengukur keinginan pengunjung untuk berkunjung kembali
dengan moderasi customer satisfaction. Implikasi manajerial pada penelitian ini adalah bahwa
pihak manajemen museum nasional untuk meningkatkan kegiatan yang dapat meningkatkan
citra museum di kalangan masyarakat sebagai tempat wisata yang selain memberikan edukasi
juga memberikan kesenangan khususnya untuk generasi muda untuk lebih menyukai museum.

JEL Classification: M31

How to Cite: Widiyasa, I. G.B.K., & Tuti, M. (2023). Increasing Revisit Intention through Visitor Satisfaction to the Indone-
sian National Museum. Jurnal Dinamika Manajemen, 14(2), 218-231.

Correspondence Address ISSN
Jl. Inspeksi Tarum Bar., RT.1/RW.4, Cipinang Melayu, Kec. Makasar, 2086-0668 (print)
Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta 13620 2337-5434 (online)
Email: ibayu2019@gmail.com
 Widiyasa & Tuti/ Increasing Revisit Intention through Visitor Satisfaction to ...

INTRODUCTION destination from another if tourists have

a choice or alternative while choosing the
The definition of a museum is an location to be visited (Sonnleitner, 2011).
organization under the control of either Because visitor satisfaction is influenced
public or private parties that gather, looks by the image of the location, a better im-
after, preserve, and display actual things pression created by a tourist destination
for aesthetic and educational objectives might boost visitor satisfaction (Chi & Qu,
(Armstrong et al., 2008). This definition 2008). After satisfaction is attained, revisi-
helps visitors to museums understand ting is the following step. A willingness to
what a museum is. return to a location is known as a revisit
The museum is identical as a place to intention (Han & Kim, 2010) which is
study history through historical relics that rooted in the theory of reasoned action
are in the museum’s collection. But over (TRA). Revisit As a future return to a lo-
time the museum has become a tourist cation, intention can also be described as
attraction for visitors with the availability a plan (Cole & Scott, 2008), consequently,
of facilities that provide comfort for visi- the destination image has a direct impact
tors when visiting. In addition, the envi- on the revisit (Pratminingsih, 2014).
ronment around the museum also has a A visitor experience is an encoun-
suitable appearance as a photo spot for vi- ter had while at or after visiting a tourist
sitors, which has turned the museum into attraction, such as a museum (Sheng &
a popular tourist destination (van Aalst & Chen, 2012). Five factors-ease and enjo-
Boogaarts, 2002) yment, cultural entertainment, personal
The brand image on the goods is identification, historical remembrance,
connected to the destination picture. As a and escapism-have an impact on visitor
result, brand image is another term that experience in museums (Sheng & Chen,
is frequently used. A brand or mark is the 2012). Customer satisfaction and future
same as a name, phrase, designation, sym- travel plans are influenced by the visitor
bol, or design, and it can also be a combi- experience. When they visit, tourists are
nation of these things. It serves to identify satisfied with their experiences, which
the product or service from the seller and may encourage them to return to the loca-
to set it apart from competing goods (Kot- tion (Lee et al., 2020).
ler & Armstrong, 2012). According to a Visitor engagement is another factor
different viewpoint, a destination’s ima- that influences visitor pleasure and incli-
ge is a person’s impression of that place nation to return. The condition of men-
(Echtner & Ritchie, 1993). A destination tally being tied to or involved is called
image is a visual or emotional represen- visitor engagement (Taheri et al., 2014).
tation of a person that a location evokes. Customer engagement, which has been
Destination image is dynamic rather than characterized as a degree of a person’s
static since it is always altered in respon- mental state about a brand, motivation,
se to changes in space, time, and location and context that is specifically influenced
(Utama, 2017). by cognitive, affective, and behavioral le-
One of the factors affecting tourists’ vels through direct interaction with the
pleasure and interest in returning to the brand, can be related to visitor engage-
location is the destination’s image. The ment (Hollebeek, 2011). Prior knowledge
image of the destination becomes one (information learned beforehand), varied
of the aspects that might distinguish one motivations (a variety of incentives), and

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cultural capital are the three factors that related activities. Here, the location could
promote visitor engagement (cultural ca- be a country, state, city, or province (Hida-
pital) (Taheri et al., 2014). Aspects of cog- yah, 2019). Additionally, tourist destina-
nition, emotion, and behavior can also be tions need to include things like tourist at-
used to identify the characteristics that in- tractions, facilities for supporting tourism,
fluence visitor engagement (Ahn & Back, infrastructure, and management of that
2018). Customer satisfaction is influenced infrastructure (Hidayah, 2019).
by visitor engagement, or the enjoyment The brand image on the goods is
of tourists visiting a site (Hollebeek, 2011; connected to the destination picture. As a
Rasoolimanesh & Schuberth, 2019; Su et result, brand image is another term that
al., 2020). The five characteristics of vi- is frequently used. A brand or mark is the
sitor interaction, particularly absorption, same as a name, phrase, designation, sym-
have an impact on visitors’ intentions to bol, or design, and it can also be a combi-
return (Seyfi et al., 2021). In order to in- nation of these things. It serves to identify
crease people’s enthusiasm for museums the product or service from the seller and
as one of the cultural legacies of the past, to set it apart from competing goods (Kot-
significant study is done to determine the ler & Armstrong, 2012). According to a
characteristics that can motivate visitors different viewpoint, a destination’s ima-
to make follow-up visits. ge is a person’s impression of that place
Previous studies have shown that (Echtner & Ritchie, 1993). Thus, it can be
customer engagement has an effect on cus- said that a destination can evoke a person’s
tomer satisfaction (Tuti & Sulistia, 2022). image, view, or perception of them. Des-
Other studies have shown that the image tination image is dynamic, not static, as it
of the destination and the travel experien- constantly shifts in response to changes in
ce have an effect on the desire to revisit space, time, and location (Utama, 2017).
(Noerhanifati et al., 2020). In this study, The perception that tourists have of
the authors propose a model by adding a destination can also affect their beha-
exogenous and endogenous variables, vior while visiting. When picking a trip,
namely customer engagement and custo- further assessing a place, and determining
mer satisfaction to find out the reasons for their interest in returning in the future,
tourists to visit again. tourists consider the image of the desti-
Based on the foregoing context, the nation (Chi & Qu, 2008). Travel environ-
goal of this study is to determine whether ment, entertainment and events, historical
there is a substantial relationship between attractions, infrastructure, accessibility,
destination image, visitor experience, and price, and value are the factors that make
engagement, and revisit intention as me- up a destination’s overall perception (Chi
asured by visitor satisfaction, either in & Qu, 2008). In the meantime, cognitive
part or at the same time. evaluation and emotive evaluation are
two variables, that have an impact on the
Hypothesis Development entire image (Baloglu & McCleary, 1999).
Destination Image One of the elements influencing vi-
Image is defined as a viewpoint, as- sitor pleasure and desire in returning to a
sumption, or impression formed by some- destination is the image of the place. The
one concerning an object (Kotler & Arm- perception of the destination becomes
strong, 2012). Destinations are locations one of the elements that might distinguish
where tourism actors engage in tourism- one location from another if tourists have

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a variety of options or choices while choo- historical remembrance, and escapism, af-
sing the destination to visit (Sonnleitner, fect visitor experience at the museum. It
2011). mentions four dimensions: affect, expec-
The more positive the impression tancy, consequentiality, and recall (Tung
a tourist site creates, the higher the like- & Ritchie, 2011).
lihood that visitors will be satisfied, as Revisit is the readiness to go back
visitor satisfaction is influenced by the and see a location (Han & Kim, 2010)
destination’s perception (Chi & Qu, 2008). which is rooted in the theory of reasoned
Following the fulfillment of satisfaction, action (TRA). One further definition of
the next phase will have an impact on the revisit is a future trip back to a location
decision to return at a later date. Revisit is (Cole & Scott, 2008). Tourist satisfaction
the readiness to go back and see a location and future visitation intentions are in-
(Han & Kim, 2010) which is rooted in the fluenced by the visitor experience. Visi-
theory of reasoned action. A future trip tors are satisfied with their experience and
back to a location is also referred to as a may use it as motivation to return to the
revisit (Cole & Scott, 2008), consequently, location (Lee et al., 2020; Junarta et al.,
the destination image has a direct impact 2021). From this research, the hypothesis
on the revisit (Pratminingsih, 2014) and is proposed as follows;
secondarily by pleased visitors (Hussein, H3: There is an influence of visitor expe-
2020) city image, visitor satisfaction and rience on visitor satisfaction
revisit intention. The second objective is H4: There is an effect of visitor experien-
to examine the mediation role of visitor ce on visit intention
satisfaction and city image in the relation-
ship between city branding and revisit in- Visitor Engagement
tention. Data were collected from several Conceptually bound or involved vi-
urban tourism spots in Malang City, Indo- sitors are said to be engaged (Taheri et
nesia. Based on the description above, put al., 2014). Visitor engagement is similar
forward the following hypothesis: to customer engagement, which has been
H1: There is an influence of destination described as a degree of a person’s mental
image on visitor satisfaction. state regarding a brand, motivation, and
H2: There is an effect of destination ima- context that is specifically influenced by
ge on revisit intention. cognitive, affective, and behavioral levels
through direct interaction with the brand
Visitor Experience (Hollebeek, 2011). Prior knowledge (in-
The visitor experience is the kno- formation learned beforehand), varied
wledge acquired while or after visiting a motivations (a variety of incentives), and
tourist attraction, such as a museum, as cultural capital are the three factors that
opposed to visitor expectations, where promote visitor engagement (cultural ca-
the visiting experience is anticipated from pital) (Taheri et al., 2014). Moreover, the
the beginning even before visiting (Sheng cognitive, emotive, and behavioral facets
& Chen, 2012). Visitor experience is an of the factors that influence visitor enga-
assessment made by someone during, be- gement can be considered (Ahn & Back,
fore and after a visit related to a tourist 2018). Five factors, including identifica-
destination (Sheng & Chen, 2012). Five tion, focus, excitement, absorption, and
variables, including ease and fun, cultu- interaction, together make up visitor en-
ral entertainment, personal identification, gagement (So et al., 2014). Customer sa-

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tisfaction is considered to be influenced manik & Yusuf, 2022). Based on that, the
by visitor engagement, or how interested hypothesis is proposed as follows;
tourists are in a destination (Hollebeek, H7: Visiting satisfaction directly has a
2011; Rasoolimanesh & Schuberth, 2019; positive effect on revisit intention.
Su et al., 2020). The 5 elements of visitor
interaction, notable absorption, have an Revisit Intention
impact on revisit intention (Seyfi et al., Revisit Intention or intention to re-
2021). A great new experience at a site turn refers to a person’s interest in or in-
can increase tourist engagement, which tention to travel there again in the future
in turn encourages visitors to return. This to experience the destination, products, or
relationship between visitor engagement brand (Lee et al., 2020; Barkah & Febria-
and revisit intention is significant (Kumar sari, 2021). Repurchasing travel goods or
& Kaushik, 2020). Engagement of visi- services, such as going back to a previous-
tors has an impact on visitor satisfaction, ly visited destination, is known as the
which in turn has an impact on their pro- “revisit intention” habit (Pratminingsih,
pensity to return (Rasoolimanesh & Schu- 2014). The context of the investigation
berth, 2019). From the description, the affects the currently available aspects as-
hypothesis is proposed as follows: sociated to revisit intention (Lin, 2014).
H5: There is an influence of visitor enga- Whereas revisit is utilized in the tourism
gement on visitor satisfaction. industry, repurchase intention is closely
H6: There is an effect of visitor engage- tied to revisit intention in marketing. The
ment on revisit intention. two components of repurchase intention
are the intention to recommend and the
Visitor Satisfaction intention to revisit (the intention to re-
Consumers’ responses to their needs commend places to visit others) (Chang et
and wishes being met are referred to as sa- al., 2014; Lin, 2014). From the hypothesis
tisfaction. A product or service appraisal, put forward, the frame of mind is descri-
including its benefits and drawbacks, is bed as Figure 1.
another definition of satisfaction (Oliver,
2015). Customer satisfaction, or visitor
satisfaction, is the sum of all experiences
with a product or service that is made or
used (Della Corte et al., 2015). Visitor sa-
tisfaction at a place is based on four fac-
tors: the attractiveness of the destination,
its attractions and facilities, the availabi-
lity of English-speaking tour guides, and
the services and amenities at the airport
(Kozak & Rimmington, 2000).
Providing for the needs of visitors
can encourage loyalty and encourage re- Figure 1. Conceptual Model
turn trips (Lee et al., 2020). The basis for
visitor satisfaction, which affects the incli- METHOD
nation to return, is the accumulation of
feelings and experiences toward the servi- This study used a quantitative met-
ces provided by tourist destinations (Da- hodology. The approach uses a survey

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with the distribution of questionnaires, visit was for education and viewing muse-
with the respondents receiving the questi- um collections with a total of 117 people
onnaire following the study’s title. The res- (79.1%). Finally, based on the museum as
pondents will respond to related questions the main purpose of visiting, the majority
in the disseminated questionnaire that are of visitors answered that they agreed with
based on the study’s indicator variables. the responses of 118 people (79.7%).
The replies of the respondents will then
be processed and analyzed to provide the Data Analysis & Discussion
analysis’s findings. The current hypothe- The dependent variables in this mo-
ses are then addressed and supported by del are destination image, visitor experien-
the analysis findings. With the aid of rese- ce, and visitor engagement, while the inde-
arch tools, population and sample analy- pendent variables are revisiting intention
sis, and quantitative or statistical analysis, and visitor satisfaction. Convergent validi-
quantitative research methods try to provi- ty, which has a conditional value of outer
de answers to existing hypotheses (Sugiyo- loading or loading factor > 0.05, is tested
no, 2017). during modeling. All of the indicators in
The population in this study were the variables can be shown in Figure 2 to
visitors to the National Museum in No- be above 0.05, indicating that they are all
vember 2022. Using a purposive sampling practical and can be used in this study.
technique, namely visitors who had vi- Testing the accuracy and dependabi-
sited at least twice, 148 respondents were lity of the data is the first step in this exami-
obtained. The ratio between the number nation. It is tested to see if each variable’s
of subjects and the number of indepen- indication is yielding the expected results.
dent variables in a multivariate analysis is The loading factor and composite reliabi-
recommended to be around 15 to 20 sub- lity are two metrics used by PLS-SEM to
jects per independent variable (Ghozali, assess the validity and reliability of data.
2018). There are 5 variables in this study The convergence validity for each loading
so that the minimum sample is 100 res- factor is displayed in Table 2. In the data
pondents. Furthermore, the data analysis above, all loading factors have values gre-
method was carried out with the help of ater than 0.700. This has an impact on the
the SmartPLS 3 application. chosen data points, which likewise display
figures over 0.700, indicating that all the
RESULT AND DISCUSSION variables employed in this study have
complied with the requirements for validi-
Description of Respondents ty and reliability.
Table 1 shows that based on the age Additionally, composite reliabili-
of the majority of respondents are aged ty (CR), which measures consistency
15-24 years with a total of 128 people between components using Cronbach’s
(86.5%). Based on gender, the majori- Alpha value in PLS, is used. If the data
ty were women, as many as 103 people (CR) value is more than 0.7, then the con-
(69.6%). Based on the frequency of visits, ditions are acceptable. According to table
the majority of visitors have visited the na- 2, the value (CR) is above 0.7, which sug-
tional museum more than once with a total gests that the results demonstrate excellent
of 89 people (60.1%). For the purpose of consistency between constructions. The
visiting the museum, the majority of visi- value is shown as a number between 0.786
tors made visits during the day as many as and 0.908 in the table. All variables’ AVE
82 people (54.7%) and the majority of the values range from 0.598 to 0.732, which

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Table 1. Description of Respondents

Demographics Frequency Percentage (%)

Gender
Men 45 30.4
Female 103 69.6
Age
15-24 year 128 86.5
25-35 year 5 3.4
> 35 year 15 10.1
Number of Visits
1 time 59 39.9
> 1 time 89 60.1
Purpose of visit
Tour 83 56.1
Education 65 43.9
Residence
Jakarta 126 85.1
Outside Jakarta 22 14.9
Visiting time
Morning 61 41.9
Noon 82 54.7
Afternoon 5 3.4
Activities performed
Study and view collections 117 79.1
Taking pictures 18 12.2
Participate in Exhibitions 9 6.1
Enjoy an Immersive space 4 2.7
Become the main destination to visit
Yes 118 79.7
No 30 20.3
Total 148 100
Source: Authors, 2022

Figure 2. Structural Model

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Table 2. Measurement Model Evaluation

Variable Indicator Item Loading Factor Reliability AVE

1. Travel environment CD2 0.777
2. Environment and CD3 0.799
event CD4 0.819
Destination 3. Historic attraction 0.786 0.61
Image 4. Infrastructure CD8 0.725
5. Accessibility
6. Price and Value
(Chi & Qu, 2008)
1. Affective VE1 0.865
2. Expectation VE2 0.780
Visitor 3. Consequentiality VE3 0.751
Experience 4. Recollection (Tung &
Ritchie, 2011) VE4 0.749 0.867 0.602
VE5 0.706
VE6 0.782
1. Identification EG3 0.757
2. Attention EG4 0.861
Visitor 3. Enthusiasm EG5 0.867
Engagement 4. Absorption 0.908 0.732
5. Interaction EG6 0.843
(So et al., 2014) EG7 0.757
1. Tourist attraction KP1 0.795
2. Attractions and desti- KP2 0.859
Visitor nation facilities KP3 0.754
Satisfaction 3. Availability of English 0.876 0.67
(Kozak & Rimmington, KP4 0.807
2000) KP5 0.718
KP6 0.713
1. Intention to revisit RI1 0.876
2. Intention to recom- RI2 0.872
Revisit mend RI3 0.849
Intention (Chang et al., 2014; Lin, 0.865 0.598
2014) RI4 0.860
RI5 0.821
Source: Authors, 2022

indicates that they all meet the AVE stan- ponent. These requirements must be met
dards. for discriminant validity to be conside-
The greatest value for each variable, red valid. Discriminant validity was also
as determined by the data in Table 3, is established because the square root of
destination image (0.781), visitor satisfac- the AVE of each component is more sig-
tion (0.776), visit intention (0.856), visitor nificant than any correlation (Fornell, &
engagement (0.819), and visitor experi- Larcker, 1981).
ence (0.774). According to these results, The VIF (Variant Inflation Factor)
each indicator statement has the highest value is used as a measurement to check
loading factor value for each latent com- for multicollinearity. According to the

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Table 3. Discriminant Validity-Fornell Lacker

Variable Destination Visitor Revisit Visitor Visitor

Image Satisfaction Intention Engagement Experience
Destination Image 0.781
Visitor Satisfaction 0.571 0.776
Revisit Intention 0.524 0.563 0.856
Visitor Engagement 0.519 0.737 0.741 0.819
Visitor Experience 0.645 0.648 0.647 0.716 0.774
Source: Authors, 2022

VIF value in this study (Table 4), which has values of 0.2, 0.5, and 0.75 respecti-
ranges from 1,734 to 2,786, the VIF va- vely. With a value of r2 of 0.598 visitor
lue is not greater than 5.0. These findings satisfaction and 0.588 intention to return,
demonstrate that multicollinearity is not Table 5 demonstrates that the independent
problematic and that more studies can be variable has a moderate influence on the
done. dependent variable. According to these
To ascertain how big of an impact findings, destination image, visitor experi-
the independent factors have on the de- ence, and engagement affect 58.8% of vi-
pendent variables, the coefficient of deter- sitors’ inclination to return and 59.8% of
mination test is used. Multiple regression visitors’ satisfaction.
can be used to compare the SmartPLS The value of Q2 can be used to pro-
coefficient of determination (R2) to the duce a predictive accuracy test. If Q2 is
SmartPLS coefficient of determination. A more than 0, the model is considered to
weak, moderate, or high association bet- have strong predictive accuracy; whereas,
ween the independent factors and the de- if Q2 is less than 0, the model is said to
pendent variables is shown by R2, which have poor predictive accuracy. Table 6

Table 4 Multicollinearity Test

Variable Visitor Satisfaction Revisit Intention

Destination Image 1,734 1,843
Visitor Satisfaction 2,486
Revisit Intention
Visitor Engagement 2,075 2,786
Visitor Experience 2,596 2,638
Source: Authors, 2022

Table 5. Determination Coefficient Test (R2)

Variable R Square R Square Adjusted

Visitor Satisfaction 0.598 0.589
Revisit Intention 0.588 0.577
Source: Authors, 2022

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shows that the model has a high level of visitor satisfaction and visitor engagement
prediction accuracy for variables with to revisit intention.
a value of Q2> 0 (between 0.352 and The effect size of visitor experience
0.581). on revisit intention is equally negligible,
Table 6. Prediction Accuracy Test (Q2) with a value of f2 = 0.028. There is no ef-
fect size, as shown by the visitor experien-
SSO SSE Q² (=1- ce variable’s values of f2 = 0.016 and f2
Variable SSE/ = 0.004 on visitor satisfaction and visitor
SSO) satisfaction on intention to return.
Destination 592,000 383,454 Hypothesis testing was carried
0.352
Image out using the bootstrapping method on
Visitor 888,000 499,579 SmartPLS to identify which hypotheses
0.437
Satisfaction in this study were accepted or rejected.
Revisit 740,000 310,128
0.581 The hypothesis can be accepted if the path
Intention
coefficient t-value is above 1.96 and the p-
Visitor 740,000 369,584
0.501 value is below 0.05. In Table 8 it is found
Engagement
Visitor 888,000 501,389 that the hypothesis is accepted because the
0.435 t-value is> 1.96 and the p-value <0.05. The
Experience
hypotheses are destination image -> visi-
The F-square test measures the st- tor satisfaction (t = 2.472 and p = 0.014),
rength of the relationship between the in- visitor engagement -> visitor Satisfaction
dependent and dependent variables. The (t = 7.490 and p = 0.000), visitor engage-
measurement criteria are f2 > 0.02, which ment -> revisit intention (t = 6.271 and p
indicates a small size, f2 > 0.15, which in- = 0.000), and visitor experience -> revisit
dicates a medium size, f2 > 0.35, which intention (t = 2.481 and p = 0.013). For
indicates a large size, and f2 0.02, which other hypotheses it is rejected because t va-
indicates no effect. Table 7 demonstrates lue <1.96 and p-value>0.05 such as Desti-
that the constructed model has a modest nation Image -> revisit intention (t=1.658
effect size for the variables destination and p=0.098), Visitor Satisfaction -> revi-
image to visitor satisfaction and revisit in- sit intention (t=0.391 and p=0.696), and
tention, respectively, and a medium effect visitor experience -> Visitor Satisfaction
size for the variables visitor engagement to (t=1.490 and p=0.137).

Table 7. F Test

Variable F-square Result

Destination Image (X1) -> Visitor Satisfaction (Y1) 0.063 Small
Destination Image (X1) -> Revisit intention (Y2) 0.027 Small
Visitor experience (X2) -> Visitor Satisfaction (Y1) 0.016 Small
Visitor experience (X2) -> Revisit intention (Y2) 0.028 Small
Visitor engagement (X3) -> Visitor Satisfaction (Y1) 0.343 Medium
Visitor engagement (X3) -> Revisit intention (Y2) 0.305 Medium
Visitor Satisfaction (Y1) -> Revisit intention (Y2) 0.004 Small
Source: Authors, 2022

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Table 8. Path Coefficient

Origin Sample Standard

T Statistic
Variable Sample Average Deviasi P Values Result
(| O/STDEV |)
(O) (M) (STDEV)
Destination
Image -> Visi- 0.209 0.207 0.085 2.472 0.014 Supported
tor Satisfaction
Destination
Not
Image -> Re- 0.142 0.128 0.086 1.658 0.098
Supported
visit Intention
Visitor Satis-
Not
faction -> Re- -0.067 -0.030 0.172 0.391 0.696
Supported
visit Intention
Visitor Engage-
ment -> Visitor 0.535 0.536 0.071 7.490 0.000 Supported
Satisfaction
Visitor Engage-
ment -> Revisit 0.591 0.573 0.094 6.271 0.000 Supported
Intention
Visitor Experi-
Not
ence -> Visitor 0.130 0.131 0.087 1.490 0.137
Supported
Satisfaction
Visitor Experi-
ence -> Revisit 0.175 0.177 0.071 2.481 0.013 Supported
Intention
Source: Authors, 2022

Discussion tourist destinations and services provided.

The intention to return to a tourist Tourists will travel there if the destination
site is known as the revisit intention. A has a positive image. In this study, it was
visitor’s satisfaction with a tourist location discovered that the destination image has
may spark this desire, but the findings of a substantial impact on visitor satisfaction
this study indicate that visitor satisfaction but not on the likelihood of a return visit.
has little bearing on a visitor’s inclination If the impression of the museum is con-
to return. The many reasons for visiting sistent with what the visitors’ pre-visit per-
the Indonesian National Museum had an ceptions of the museum were, they will be
impact on this. While these two items can satisfied. Surprisingly, Destination Image
be gotten from other tourist sites, some has minimal impact on the desire to re-
people use them for enjoyment and ot- turn. The intention of tourists to return,
hers use them to satisfy their educational according to prior studies, is influenced by
demands (Damanik & Yusuf, 2022). Also destination image (Hussein, 2020; Pratmi-
influencing the limited desire in returning ningsih, 2014).
is the fact that few tourists are interested in Because visitor satisfaction is still
historical tourism. not fully met or certain at this point, visi-
The impression a visitor has of a par- tors are still unclear about their desire to
ticular tourism destination is known as the return, which is why Destination Image
destination image. The image of the pla- does not always directly influence tourists’
ce will be impacted by the quality of the intention to return to the National Muse-

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 Widiyasa & Tuti/ Increasing Revisit Intention through Visitor Satisfaction to ...

um in this study. If visitors are satisfied be- The involvement of tourists at

fore they arrive, the destination image may tourist places is known as visitor engage-
have a substantial impact on their incli- ment. Visitors who are actively involved
nation to return. Destination Image may in a destination can manifest their invol-
have less of an impact on respondents’ in- vement through their conduct. According
tentions to return to the National Museum to the study’s findings, visitor happiness
in this study due to the general public’s mi- and propensity to return are significant-
sunderstanding of its reputation. The Na- ly impacted by visitor interaction. Tourist
tional Museum is less well-known to the engagement at the National Museum is
general public than the Elephant Muse- defined as visitor behavior depending on
um, and because of the name’s similarity the satisfaction attained during a visit,
to National Monument, some people mis- which means that visitor engagement af-
takenly believe that the National Museum fects visitor satisfaction. This is consistent
is also a National Monument. with earlier research (Hollebeek, 2011;
The things that visitors perceive and Rasoolimanesh & Schuberth, 2019; Su et
feel while at a place are collectively refer- al., 2020; Kumar & Kaushik, 2020). Whi-
red to as the tourist experience. The fin- le there is a bond between visitors and the
dings of this study show that, in contrast museum that piques their desire in retur-
to the destination image, the tourist expe- ning. Travelers’ behavior will change if
rience has a greater impact on visitor sa- they have new experiences while there,
tisfaction and inclination to return. Accor- one of which is returning.
ding to the findings, visitor experience has
a considerable impact on visitors’ inten- CONCLUSION AND RECOMMENDATION
tions to return, but not on their levels of
satisfaction. Given that the National Mu- This study, which was carried out
seum is perceived by the general public as at the National Museum of Indonesia,
a place to study history as well as to store found that destination image and visitor
and display historical artifacts, this might engagement positively impacted direct
be the result of the lack of enjoyment vi- customer satisfaction, and visitor expe-
sitors to the museum experience. Visitors rience, and visitor engagement positively
did not have high expectations as a result,
impacted direct visit intention, but the-
which led to low visitor satisfaction.
re was no positive relationship between
In this study, visitor experience sig-
destination image and visitor satisfacti-
nificantly affects visitors’ intentions to re-
on and visitor experience and visitor sa-
turn. Escapism is one of the experiential
tisfaction. This demonstrates that more
aspects of museums that encourages visi-
than the actual visit, tourist pleasure is a
tors to return (Lee et al., 2020). Visitors to
museums are typically seeking out novel, result of the museum’s reputation as a re-
unusual experiences, which the national pository of national history. It would be
museum offers. The National Museum fascinatinekomeg to conduct more study
hosts numerous historical and cultural ar- on why visitors’ experiences at the Natio-
tifacts, a wide range of cultural events, and nal Museum do not alter their pleasure. It
a variety of exhibitions. All of this causes is suggested to museum management to
visitors to engage in novel experiences and provide more attractive and comfortable
acquire knowledge that differs from routi- facilities for visitors so that visitors will
ne or escape. Escapism is what draws visi- feel more interested in enjoying historical
tors, who have no qualms about returning. heritage as recreation.

229
 Jurnal Dinamika Manajemen, 14 (2) 2023, 218-231

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