THE INFLUENCE OF BRAND IMAGE, MEMORABLE TOURISM EXPERIENCES, SERVICE QUALITY ON REVISITING INTENTION IN TOURISM AND HOSPITALITY INDUSTRY IN SAMARINDA
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Abstract
This study aims to analyse and explain the effect of Brand Image, Memorable Tourism Experiences, and Service Quality on Revisiting Intention. The population in this study were visitors who at least visited two or more times to the Grand Sawit Hotel in Samarinda. The sample selection technique used nonprobability sampling, namely the Likert scale method with a sample size of 105 respondents. Data collection techniques using questionnaires. Analysis is used using Partial Least Square (PLS) with the SmartPLS version 0.3 application. The results of this study indicate that the influence of Brand Image has a positive and significant effect on Revisiting Intention; The influence of Memorable Tourism Experiences has a positive and significant effect on Revisiting Intention; The influence of Service Quality has a positive and non-significant effect on Revisiting Intention
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