Visitor Revisit Intention to Agrotourism: Role of Visitor Satisfaction

Mediation

Ikas Miran 1), Amanda Dwi Putri 2), Saipul Al Sukri 3)

1,2
Management Department, Institut Bisnis dan Teknologi Pelita Indonesia, Pekanbaru, Indonesia.
3
Management Department, Universitas Islam Negeri Sultan Syarif Kasim Riau, Pekanbaru, Indonesia
*E-mail: [email protected]
Korespondensi: Ikas Miran

Abstract. This research aims to analyze the influence of service quality and perceived value on visitor
satisfaction and revisit intention. Then, it also aims to analyze visitor satisfaction as a mediating variable
that influences service quality and perceived value on revisit intention. This research is quantitative
research, which involves distributing questionnaires to 120 respondents using the accidental sampling
method. Data analysis using structural equation modeling (SEM) using SEM-PLS. Results of this
research show that service quality has a direct positive and significant influence on revisit intention, and
visitor satisfaction can mediate the effect of service quality on revisit intention. Service quality and
perceived value have a positive and significant effect on visitor satisfaction. While perceived value does
not directly have a significant impact on revisit intention. However, perceived value has a significant
effect on revisit intention through visitor satisfaction. Then, visitor satisfaction has a positive and
significant influence on revisit intention.

Keywords: Agrotourism, revisit intention, visitor satisfaction, service quality, perceived value
INTRODUCTION
Agritourism, or agricultural tourism, is a growing segment of the tourism industry in many
countries, including Indonesia. This concept combines tourism activities with experiences in
agricultural settings, allowing visitors to learn about farming practices, enjoy fresh products, and
experience authentic rural life. In recent years, agritourism has rapidly developed and become a
popular choice for tourists seeking alternatives to conventional destinations.
The development of agrotourism in Pekanbaru could be an important part of the regional
tourism development strategy. Even though it does not have beaches or mountains, the main
tourist attractions, Pekanbaru and its surroundings have great potential for agrotourism thanks to
its natural and cultural riches.
According to tourism service data for Pekanbaru in 2023, there are eight agrotourism sites
within the city, with agrotourism being the primary attraction for tourists. The large number of
agrotourism in Pekanbaru shows a high level of competition. High level competition agrotourism
in Pekanbaru makes revisit intention important. Apart from that, there is still little research
examining agrotourism, so this research can provide new insight into visitor revisit intention on
agrotourism.
The interest in revisiting agrotourism is an intriguing phenomenon to explore. Revisit
intention refers to the likelihood or willingness of a person to return to a particular place, service,
or product after their initial visit or experience. Numerous factors influence visitors' desire to
return to agrotourism destinations, including enjoyable experiences, diverse activities, interaction
with nature, and the quality of service provided. Additionally, educational opportunities offered
by agrotourism often serve as unique attractions for environmentally-conscious visitors who seek
to deepen their knowledge of sustainable agriculture.
Improving service quality optimizes agritourism's potential as a leading sector in the
tourism industry. Thus, agritourism can serve not only as a means of recreation but also as a
vehicle for education and economic empowerment of local communities. Service quality
encompasses all intangible activities that do not involve ownership (Dewi et al., 2021). It refers
to an organization's actions aimed at meeting customer needs and desires to achieve customer
satisfaction (Özkan et al., 2020). Hardiansyah (2018) describes service quality as an intangible
product that endures over time and can be experienced.
According to Manyangara et al., (2023), An et al., (2023) and Eren et al., (2023) service
quality has a significant effect on revisit intention. However, different results were stated by
Yolanda and Rahmidani (2020), Alshiha (2022), Manoppo and Santosa (2023), namely that
service quality did not have a significant effect on revisit intention.
Service quality also has an impact on visitor satisfaction. Visitor satisfaction reflects the
extent to which a product or service meets customers' needs, wants, and expectations (Dam and
Dam, 2021). Satisfied visitors are more likely to use the product or service again, fostering
loyalty and encouraging them to recommend it to others voluntarily. As per Özkan et al., (2020),
Visitor satisfaction is crucial in business competition; to succeed, an organization must prioritize
it. To enhance their products or services, organizations must be innovative. Visitors assess the
product by comparing their experiences with their expectations during usage (Özkan et al.,
2020).
According to Chitthanom (2020), Alshiha (2022), Khoo (2022) and Alonazi et al., (2023),
good service quality can improve visitor satisfaction significantly. However, the other research
from Andalusi (2018) and Ibrahim and Thawil (2019) stated that service quality does not
significantly impact visitor satisfaction.
Perceived value is also important to increase revisit intention in agrotourism. Perceived
value refers to the outcome or advantage the customer acknowledges in relation to the cost
incurred. In simpler terms, it is the difference between what the customer gains and gives up
financially (Akram et al., 2022). The benefits received by customers encompass physical
attributes, services, and technical assistance acquired through product or service usage.
According to Agustin (2020), value is the perception of a trade-off between multiple benefits and
sacrifices.
According to Abbasi et al., (2021), Alkhawaldeh (2022), Juliana et al., (2022) and Yang
et al., (2023), perceived value has a significant impact on revisit intention. However, the other
research from Manoppo and Santosa (2023), perceived value has no significant effect on revisit
intention. Perceived value also impacts visitor satisfaction. According to Perwira et al., (2016),
Maghfiroh (2017), Akram et al., (2022), perceived value can significantly increase visitor
satisfaction. However, Gultom et al., (2016), Keshavarz and Jamshidi (2018), Kustianti and Nisa
(2024), declare that perceived value has no significant effect on visitor satisfaction.
From the explanation above, there are inconsistencies in previous research results about
the effect of service quality and perceived value on visitor satisfaction and revisit intention.
Therefore, it is necessary to exercise this in agrotourism. This research also proposed a model in
which visitor satisfaction is created as a mediation variable that is expected to solve
inconsistencies in previous research. This is supported by research results which show the
influence of visitor satisfaction on revisit intention (Chitthanom, 2020; Khoo, 2022; Rajput and
Gahfoor, 2020).
The hypotheses proposed in this research are:
Hypothesis 1 (H1): Service quality has a significant effect on visitor satisfaction
Hypothesis 2 (H2): Perceived value has a significant effect on visitor satisfaction
Hypothesis 3 (H3): Service quality has a significant effect on revisit intention
Hypothesis 4 (H4): Perceived value has a significant effect on revisit intention
Hypothesis 5 (H5): Visitor has a significant effect on revisit intention
Hypothesis 6 (H6): Service quality has a significant effect on revisit intention through visitor
satisfaction
Hypothesis 7 (H7): Perceived value has a significant effect on revisit intention through visitor
satisfaction

RESEARCH METHOD
This research employed a quantitative approach by distributing questionnaires to
respondents. It was conducted in Pekanbaru, Riau Province, Indonesia
Population and Sample
The study targeted visitors of Agrotourism in Pekanbaru, an infinite population. Based on
Roscoe, for the infinite population, the total sample can calculate 10-20 times variabel. In this
research, there are 5 variables, therefore the minimum samples are 100 respondents, 130
questionnaires were distributed, and 120 were returned and fully completed, making the final
sample size 120. Sample selection using the accidental sampling method.

Measures
Variables were measured using questionnaires with a 5-point Likert scale (1 = strongly
disagree, 5 = strongly agree). The questionnaire was created based on indicators put forward by
previous researchers and developed into statement items as shown in Table 1.
Table 1. Research Instrument
Items Adaptation
Variable Indicators Items
Code from
Revisit Transactional 1. Come back to visit in the RI1 Putri et al.
Intention intention future (2019)
(RI) 2. Will come back to enjoy a RI2
different service
Referential 3. Would recommend to RI3
intention others
4. Provide positive comments RI4
Preferential 5. Be the main choice RI5
intention 6. Always visit R16
Exploratory 7. Try different services RI7
intention 8. Looking for the latest RI8
information
Visitor Experience 1. Feeling happy VS1 Saputra dan
Satisfaction 2. Smoothly during the visit VS2 Alwie,
(VS) Expectation 3. Service as expected VS3 (2015)
4. Environment as expected VS4
Overall satisfaction 5. Overall satisfied with the VS5
service
6. Overall satisfied with the VS6
environment
Service Tangibles 1. The area is kept clean SQ1 Dewi et al.,
Quality 2. Neatly dressed employees SQ2 (2021)
(SQ) 3. Adequate place of worship SQ3
4. Provide adequate toilets SQ4
Reliability 5. Employees provide good SQ5
service from start to finish
6. Provide services in
accordance with promised SQ6
Responsiveness 7. Provide service quickly SQ7
8. Employees are willing to SQ8
help with difficulties
visitors well
9. Employees are willing to SQ9
respond to complaints
visitors quickly
 Items Adaptation
Variable Indicators Items
Code from
Assurance 10. Good reputation SQ10
11. Employees have internal
competence the field SQ11
12. provides standard
guarantees service SQ12
Empathy 13. provide personal attention SQ13
to visitors
14. Pay attention to visitor SQ14
needs in earnest
Perceived Emotional value 1. Happy after visiting PV1 Tjiptono
Value (PV) 2. Proud after visiting PV2 (2014)
Social value 3. Good impression to myself PV3
from others
4. Increase positive PV4
evaluations of myself from
others
Functional value 5. Provided benefits PV5
according to my
expectations
6. Has high benefits for PV6
visitors
Cost 7. Ticket prices are in PV7
accordance with the
benefits obtained
8. Ticket prices are affordable PV8
for visitors

Data Analysis Techniques

The data analysis included descriptive analysis, validity testing, reliability testing, inner
model, outer model and hypothesis testing using Structural Equation Modeling (SEM) with PLS.

RESULT AND DISCUSSION

Respondents Characteristic
There are 120 respondents in this research with characteristics based on gender: 60%
female and 40% male. Based on age, 46.67% were under 25 years old, 25-40 years old 44.17%,
and 9.16% higher than 41 years old. Based on education background, 50% senior high school,
35% undergraduate, 8.33% postgraduate, 5% diploma, and 1.67% junior high school. Based on
occupation, 42.50% students, 20.83% private employees, 25.83% entrepreneurs, and 10.83%
other occupations.

Respondent's Response
The average score for respondents' responses at the revisit intention variable is 3.73, a high
category, the lowest score found in items trying different services and looking for the latest
information. However, the highest score was found for items returning to visit in the future. This
means that almost all visitors intend to go back to agrotourism.
 The average score for respondents' responses at the visitor satisfaction variable is 3.78, a
high category, the lowest score found in item environment as expected. However, the highest
score was found for items smoothly during the visit. This means that almost all visitors declare
that there are no obstacles during a visit to agrotourism.
The average score for respondents' responses at the service quality variable is 3.84, a high
category. The lowest score was found in items neatly dressed employees. However, the highest
score was found for an item where the area is kept clean. This means that almost all visitors
evaluate the agrotourism area kept clean.
The average score for respondents' responses at the perceived value variable is 3.79, a high
category. The lowest score was found in item; ticket prices are based on the benefits obtained.
However, the highest score was found for an item that made a good impression on me and others.
This means that almost all visitors get social value after visiting agrotourism.

Instrumen Test
Instrumen test consist of validity test and reliability test to 30 respondents. The
questionnaire is valid if the correlation value higher than 0.3 and reliable if Cronbach alpha value
higher than 0.7 (Robinson, 2018). The result instrumen test is shown in Table 2.
Table 2. Instrument Test Result
Correlation Cronbach'
Variable Item Validity Reliability
(>0.3) Alpha (>0.7)
RI1 0.775 Valid
RI2 0.843 Valid
RI3 0.868 Valid
RI4 0.919 Valid
RI 0.933 Reliabel
RI5 0.444 Valid
RI6 0.568 Valid
RI7 0.882 Valid
RI8 0.911 Valid
VS1 0.625 Valid
VS2 0.632 Valid
VS3 0.605 Valid
VS 0.814 Reliabel
VS4 0.657 Valid
VS5 0.513 Valid
VS6 0.470 Valid
SQ1 0.437 Valid
SQ2 0.497 Valid
SQ3 0.636 Valid
SQ4 0.547 Valid
SQ 0.926 Reliabel
SQ5 0.818 Valid
SQ6 0.837 Valid
SQ7 0.866 Valid
SQ8 0.784 Valid
 Correlation Cronbach'
Variable Item Validity Reliability
(>0.3) Alpha (>0.7)
SQ9 0.820 Valid
SQ10 0.621 Valid
SQ11 0.547 Valid
SQ12 0.519 Valid
SQ13 0.727 Valid
SQ14 0.747 Valid
PV1 0.870 Valid
PV2 0.779 Valid
PV3 0.798 Valid
PV4 0.819 Valid
PV 0.958 Reliabel
PV5 0.901 Valid
PV6 0.907 Valid
PV7 0.814 Valid
PV8 0.841 Valid
Source: Processed Data (2024)

Model Evaluation
Model SEM-PLS in this research is shown in Figure 1.

Figure 1. Model SEM-PLS

Based on the SEM-PLS evaluation, we can conclude that loading factor all the indicators
used in this research have a loading factor higher than 0.6 and a value of Average Variance
Extracted (AVE) higher than 0.5. The value of the loading factor and AVE show that all
indicators are valid. In the SQ variable, the highest indicator value is SQ3, namely
responsiveness; in the PV variable, the highest value indicator is PV3, namely functional value;
in the VS variable, the highest value indicator is VS2, namely expectation. In the RI variable, the
highest value of the indicator is RI2, namely referential intention.
 The value of the determination coefficient (R 2) toward the VS variable is 0.572. This
means that 57.2% of the VS variable is affected by SQ and PV; this value shows a moderate
model. Then, the value of R2 on variable RI is 0.759. It means that 75.9% of the RI variable in
this research is affected by SQ, PV, and VS; this value shows a good model. The values of
predictive relevance (Q2) at the VS and RI are 0.415 and 0.558, and the values are higher than 0.
This means that the model in this research has good predictive relevance.

Hypothesis Tes Result

The hypothesis test in this study uses SEM-PLS, and the result is shown in Table 3 below.
Table 3. Hypothesis Test Result
Direct Effect
T
Hypothesis Variable Relation Original Sample P-Value Conclusion
Statistics
H1 SQ -> VS 0.414 3.529 0.000 accepted
H2 PV -> VS 0.374 3.049 0.002 accepted
H3 SQ -> RI 0.545 2.900 0.004 accepted
H4 PV -> RI 0.121 0.553 0.581 rejected
H5 SQ -> RI 0.545 2.900 0.004 accepted
Indirect Effect
T
Hypothesis Variable Relation Original Sample P-Value Conclusion
Statistics
H6 SQ -> VS -> RI 0.112 2.190 0.029 accepted
H7 PV -> VS -> RI 0.101 2.212 0.027 accepted
Source: Processed Data (2024)
Based on the hypothesis test result shown in Table 3, six hypotheses were accepted, and
one hypothesis was rejected.

Discussion
Service Quality (SQ) on Visitor Satisfaction (VS)
Based on the hypothesis test result, SQ has a positive and significant effect on VS. It means
that good service quality can improve visitor satisfaction in agrotourism. The result of this
research is in line with the result from a previous study conducted by Chitthanom (2020),
Alonazi et al., (2023), Alshiha (2022) and Khoo (2022), which stated that service quality has a
significant effect on visitor satisfaction. However, the result of this research is different from the
research result by Ibrahim and Thawil (2019), who stated that service quality has no significant
effect on visitor satisfaction.
The influence of service quality on visitor satisfaction in agrotourism is an important
aspect of improving visitor experience and the desire for the agrotourism business. From the
respondents' responses, the responsiveness indicator is the indicator with the highest score. The
staff's willingness and speed in helping and answering visitors' questions, as well as handling
complaints, can increase feelings of appreciation and satisfaction. However, respondents gave the
lowest score for item employee neatness. Therefore, the appearance of agrotourism employees
needs to be paid attention to so that visitor satisfaction is higher.
 Apart from that, all SQ indicators need to be considered by agrotourism to increase visitor
satisfaction. Clean and well-maintained facilities, as well as attractive and educational physical
conditions of the land, can improve the visual experience and comfort of visitors. Accurate
information and consistent services, such as timely tours and agricultural product availability,
increase satisfaction. Knowledge and friendliness of staff in providing education about
agriculture, production processes, and product benefits, increasing visitors' sense of security and
trust in the services offered. Personalized service and attention to individual needs, such as
providing special experiences for children or visitors with special needs, can increase feelings of
satisfaction.

Perceive Value (PV) on Visitor Satisfaction (VS)

Based on the hypothesis test result, PV has a positive and significant effect on VS. It means
that high perceive value can increase visitor satisfaction in agrotourism. The result of this
research is in line with the result from a previous study conducted by Perwira et al., (2016),
Maghfiroh (2017), and Akram et al., (2022), which stated that perceived value has a significant
effect on visitor satisfaction. However, the result of this research is different from the research
result by Gultom et al., (2016), Keshavarz and Jamshidi (2018) and Kustianti and Nisa (2024),
who stated that perceived value has no significant effect on visitor satisfaction.
Perceived value by visitors is very important in determining their level of satisfaction when
visiting an agrotourism destination. Perceived value in this context can be understood as visitors'
subjective assessment of the benefits they receive compared to the sacrifices they incur. From the
respondents' responses in the questionnaire, the respondents gave the highest score for an item,
visit agrotourism gave me a good impression of other people. However, the respondent gave the
lowest score for an item; the entrance ticket price to agrotourism is in accordance with the
benefits obtained. Therefore, this circumstance needs to be considered. Visitors will feel satisfied
if they feel the costs they pay are comparable or lower than the benefits and experiences they get.
Discounts, promotional packages, or reasonable prices can increase perceived value.

Service Quality (SQ) on Revisit Intention (RI)

Based on the hypothesis test result, SQ has a positive and significant effect on RS. It means
that good service quality can increase revisit intention in agrotourism. The result of this research
is in line with the result from a previous study conducted by Manyangara et al., (2023), An et al.,
(2023), and Eren et al., (2023), which stated that service quality has a significant effect on revisit
intention. However, the result of this research is different from the research result by Alshiha
(2022), Manoppo and Santosa (2023), and Yolanda and Rahmidani, 2020), who stated that
service quality has no significant effect on revisit intention.
From the respondents' responses, the responsiveness indicator is the indicator with the
highest score. The staff's willingness and speed in helping and answering visitors' questions, as
well as handling complaints, can increase feelings of appreciation and satisfaction. However,
respondents gave the lowest score for item employee neatness. Therefore, the appearance of
agrotourism employees needs to be paid attention to so that visitor revisit intention is higher.
Apart from that, agrotourism managers must focus on improving all aspects of service quality to
encourage visitor loyalty. In this way, they can not only increase return visit intentions but also
strengthen the positive image and competitiveness of agrotourism.

Perceive Value (PV) on Revisit Intention (RI)

Based on the hypothesis test result, PV has no significant effect on RI. It means that high
or low perceived value does not have a significant impact on revisit intention. The result of this
research is in line with the result from a previous study conducted by Manoppo and Santosa
(2023), who stated that perceived value has no significant effect on revisit intention. However,
the result of this research is different from the research result by Juliana et al., (2022), Abbasi et
al., (2021), Alkhawaldeh (2022), and Yang et al., (2023), who stated that perceived value has a
significant effect on revisit intention.
Perceived value is often considered an important factor in influencing a customer's
decision to revisit a place or reuse a service. However, in some cases, perceived value may not
have a significant effect on revisit intention. From the respondents' responses in the
questionnaire, the respondents gave the lowest score for an item; the entrance ticket price to
agrotourism is in accordance with the benefits obtained. This means that customer expectations
toward agrotourism are very high and are not met, and the perceived value may not be enough to
motivate return visits.
Apart from that, the result of this research found that perceived value does not have a
significant effect on revisit intention because there is a mediating visitor satisfaction variable.
This means that to increase revisit intention in agrotourism, perceived value is needed, which can
provide satisfaction to visitors.

Visitor Satisfaction (VS) on Revisit Intention (RI)

Based on the hypothesis test result, VS has a positive and significant effect on RI. It means
that high visitor satisfaction can increase revisit intention in agrotourism. The result of this
research is in line with the result from a previous study conducted by Chitthanom (2020),
Alshiha (2022), Rajput and Gahfoor, (2020) and Khoo (2022), which stated that visitor
satisfaction has a significant effect on revisit intention. However, the result of this research is
different from the research result by Christiarini and Lee (2021), who stated that visitor
satisfaction has no significant effect on revisit intention.
Visitor satisfaction will have an impact on the desire to return to agrotourism. From the
respondents' responses in the questionnaire, the respondents gave the highest score for an item: I
felt happy during my visit to agrotourism. However, the respondents gave the lowest score for an
item; the agrotourism environment is in line with my expectations. It means that the agrotourism
environment can’t fulfill visitor expectations, so it needs to improve.

Service Quality (SQ) on Revisit Intention (RI) through Visitor Satisfaction (VS)
Based on the hypothesis test result, SQ has a significant effect on RS through VS. It means
that good service quality can increase visitor satisfaction. Then, visitors' high satisfaction will
impact their intention to revisit agrotourism. The result of this research is in line with the result
from a previous study conducted by Siswandi and Marchyta (2022), which proved that visitor
satisfaction can act as a mediation variable to influence service quality on visitor satisfaction.
Visitor satisfaction is the feeling of joy or satisfaction that visitors feel after receiving
service that meets or exceeds their expectations. When service quality is high, visitors tend to
feel satisfied. This satisfaction is influenced by how the agrotourism meets or exceeds visitors'
expectations in terms of service, facilities, comfort, and overall experience. Visitor satisfaction
plays a key role in forming this intention. Satisfied visitors tend to have positive experiences that
encourage them to return. This means that good service quality first increases visitor satisfaction,
and this satisfaction then drives revisit intentions. Without visitor satisfaction, the impact of
service quality on revisit intention becomes stronger. Visitor satisfaction in the influence of
service quality on revisit intention acts as partial mediation because service quality has a
significant direct effect on revisit intention (Baron and Kenny, 1986).

Perceive Value (PV) on Revisit Intention (RI) through Visitor Satisfaction (VS)
Based on the hypothesis test result, PV has a significant effect on RS through VS. It means
that high visitor perceived value can increase visitor satisfaction. Then, visitors' high satisfaction
will impact their intention to revisit agrotourism. The result of this research is in line with the
result from a previous study conducted by Masithoh and Widiartanto (2020) which proved that
visitor satisfaction can act as a mediation variable to influence perceived value on visitor
satisfaction.
Revisit intention, or the intention to return is greatly influenced by visitor satisfaction. If
visitors are satisfied with their experience at agrotourism, they are likely to have the intention to
return to visit that place in the future. However, to achieve this intention, the perceived value
must also be high. Admission prices and other additional costs will also influence the perceived
value. Visitors will assess whether what they pay is commensurate with the benefits and
satisfaction they get and will impact revisit intention. Visitor satisfaction in the influence of
perceived value on revisit intention acts as full mediation because the perceived value has no
significant direct effect on revisit intention (Baron and Kenny, 1986).

CONCLUSION AND SUGGESTION

Conclusion
Revisit intention is an important thing in agrotourism and, therefore, needs to be paid
attention to. From the research, it can be seen that service quality has a direct influence on revisit
intention and visitor satisfaction can mediate effect of service quality on revisit intention. Service
quality and perceived value have a positive and significant effect on visitor satisfaction. While
perceived value does not directly have a significant impact on revisit intention. However,
perceived value has a significant effect on revisit intention through visitor satisfaction. Then,
visitor satisfaction has a positive and significant influence on revisit intention.
Visitor satisfaction in this research can act as a mediation variable on the effect of service
quality and perceived value on revisit intention. On the impact of service quality on revisit
intention, visitor satisfaction acts as a partial mediation. On the effect of perceived value on
revisit intention, visitor satisfaction acts as a full mediation.

Suggestion
Suggestions that can be given from the results of this research for agrotourism management
are as follows: agrotourism management needs to improve service quality in terms of employee
neatness and quick response to visitor complaints to increase visitor satisfaction, which will have
an impact on revisit intention. Then, agrotourism management is also advised to increase
perceived value by evaluating entrance ticket prices in accordance with the value given so that
visitor satisfaction can be influenced, which has an impact on revisit intention.
Suggestions for further research are to develop this research on different tourist attractions
and look for other factors that can influence revisit intention.

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