From satisfaction to revisit: The nexus of tourist attitude with cultural image

Abstract

Purpose: In recent decades, the tourism sector has become an important sector in many countries as it is one of the driving forces of the economy, along with global economic growth and increasing public interest in exploring tourist destinations. This study aims to explore the relationship between cultural image (CI) and local food (LF) on tourist satisfaction (TS) and intention to revisit (RI), with tourist attitude (TA) as a moderator for tourists in three cities in Indonesia (Bandung, Yogyakarta and Medan).

Design/methodology/approach: Questionnaires are distributed to 308 respondents chosen using purposive sampling. The data obtained is processed using structural equation modelling with partial least square.

Findings/results: Revisit intention (RI) is directly influenced by CI and LF. Tourist satisfaction plays an important role as a mediator in explaining the relationship between CI and LF on RI.

Practical implications: Cultural heritage and attractive local cuisine must be emphasised to increase tourists’ satisfaction and encourage them to return.

Originality/value: This study clarifies how CI and LF influence TS and RI in Indonesian cities. It offers insights for promoting cultural heritage and cuisine to boost satisfaction and encourage repeat visits, aiding sustainable tourism growth.