Enhancing Tourist Experience to Strengthen Revisit Intention in Adventure and Sustainable Tourism

Introduction. The expansion of multiple tourism sectors continues to face limitations, restricting the full potential for growth. In this context, the factors contributing to declining demand must be investigated since sustainable nature-based tourism plays a significant role in enhancing individual incomes and supporting environmental conservation. Therefore, this research aimed to investigate the factors influencing social media marketing, tourist attractions, experience and destination image regarding the intention to revisit in the context of adventure tourism in Indonesia. Material and methods. Theory of Planned Behavior (TPB) has been increasingly used in tourism research to elucidate the factors influencing revisit intention. A total of 88 respondents who participated in adventure tourism with special revisit intention were included in the study. The analysis method adopted was regression using Stata version 12.0. Results. The results showed that social media marketing and tourist attractions did not affect revisit intention. In contrast, the experience of tourists and destination image positively influenced revisit intention. Improving the overall tourist experience and cultivating a positive destination image were critical strategies for promoting repeat visits and ensuring the sustainable growth of tourism destination. Conclusions. Considering the importance, social media marketing and tourist attractions could be integrated with efforts to enhance satisfaction and perceived value to drive revisitation effectively. Moreover, tourism managers enhanced satisfaction and perceived value to promote repeat visits and achieve sustainable growth competitiveness in a comprehensive strategy.