Enhancing the Revisit Intention of Nature-Based Tourism in Indonesia: The Role of Memorable Tourism Experience and Satisfaction

The nature‐based tourism in Indonesia is experiencing rapid growth which also triggered tighter competition. Competitive advantages and innovative strategies are needed by the tourism destination to survive and sustain. Tourism destination has to improve visitors loyalty that is reflected by the intention to revisit. This study aims to gain an understanding of the variables that influence revisit intentions, namely satisfaction and memorable tourism experience. A great and memorable experience’s that the visitors have of a tourism destination will act as a satisfactory factor and drive the intention to revisit. The paper presents a structural model of the research and based on purposive sampling technique, a sample of 124 visitors wasselected. The data analyzed by using PLS‐SEM. The resultsindicate thatsatisfaction mediatesthe relationship between memorable tourism experience and revisit intention. So, we can suggest that it is crucial to maintaining the visitor’s experience on behalf to satisfy the visitor and encourage the visitor’s intention to revisit.