Desire to visit again cultural tourism: Role of destination attractiveness, perceived risk, cultural contact in encouraging tourist satisfaction

Silokek Geopark’s tourism is a natural site that attracts visitors due to its diverse historical relics and its geological, biological, and cultural variety. This study aims to identify the factors influencing tourist satisfaction with attractions in the Silokek Geopark and to explore how satisfaction with perceived risks and cultural contact affects their intention to revisit. The research involved 250 respondents who had previously visited the area conducted in 2021. A purposive sampling method was employed with a survey-based approach. Data were analyzed using Structural Equation Modeling (SEM) through Smart PLS 3. The findings reveal that facilities, services, and interpersonal interactions are key elements that enhance visitor satisfaction. A higher level of satisfaction is positively correlated with a stronger intention to return. Conversely, perceived risks related to time, cost, performance, physical, and socio-psychological factors can negatively impact revisit intentions. Cultural contact also emerged as an important variable although further refinement through more specific indicators is necessary for accurate measurement. The study concludes that positive tourist experiences significantly increase satisfaction and diminish negative perceptions of travel-related sacrifices. Therefore, policymakers and destination managers should strategically manage and promote the destination’s unique values while effectively mitigating perceived risks to sustain and enhance tourism attractiveness.