The Impact of Service Quality, Tourist Satisfaction, and Memorable Tourism Experience on Intention to Recommend: A Case Study of Keviandra Tour & Travel in Yogyakarta
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates the interconnected roles of service quality, tourist satisfaction, and memorable tourism experiences in shaping tourists’ intention to recommend. Conducted at Keviandra Tour & Travel in Yogyakarta during the post-COVID-19 recovery period, the research applies Structural Equation Modelling (SEM-AMOS) to analyse data from 167 respondents. Grounded in the Service Quality Model, Experience Economy Theory, and memory-based consumer decision frameworks, the study empirically tests six hypotheses. Results reveal that service quality significantly influences both tourist satisfaction and memorable experiences, which in turn mediate the intention to recommend. Furthermore, service quality also exerts a direct positive impact on recommendation intentions. The findings underscore the critical role of emotionally engaging experiences and service excellence in driving word-of-mouth advocacy. This research contributes to the tourism literature by offering a comprehensive model of post-visit behaviour and provides practical insights for tour operators aiming to enhance customer loyalty and destination competitiveness in a post-crisis context
Authors: Business Administration Departement, Universitas Pembangunan Nasional Veteran Yogyakarta, Eny Endah Pujiastuti, Hastho Joko Nur Utomo, Business Administration Departement, Universitas Pembangunan Nasional Veteran Yogyakarta, Ahmad Zaki, Business Administration Departement, Universitas Pembangunan Nasional Veteran Yogyakarta, Susanta ., Business Administration Departement, Universitas Pembangunan Nasional Veteran Yogyakarta, Dyah Widowati, Business Administration Departement, Universitas Pembangunan Nasional Veteran Jawa Timur, Dafa Taruna Satya, Business Administration Departement, Universitas Pembangunan Nasional Veteran Yogyakarta
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412923877