Determinan Behavioral Intention Wisatawan Desa Wisata Jatimulyo: Emotional Experience, Novelty Seeking, dan Tourist Satisfaction

Eny Endah Pujiastuti; Suratna; Hastho Joko Nur Utomo; Winda Septiani; Adiitia Nur Prasojo

doi:10.52423/businessuho.v11i1.123

Authors

Eny Endah Pujiastuti UPN Veteran Yogyakarta
Suratna UPN Veteran Yogyakarta
Hastho Joko Nur Utomo UPN Veteran Yogyakarta
Winda Septiani UPN Veteran Yogyakarta
Adiitia Nur Prasojo UPN Veteran Yogyakarta

DOI:

https://doi.org/10.52423/businessuho.v11i1.123

Abstract

Emotional experience has become an important factor in the tourism industry, as the emotions perceived by tourists can create memorable impressions that differentiate one destination from another. The creation of emotional experiences in tourism is achieved through the provision of authentic, memorable, and meaningful experiences that evoke positive emotions, thereby fostering a strong emotional bond between tourists and the destinations they visit. This study aims to analyze and examine (1) the effect of emotional experience on novelty seeking; (2) the effect of emotional experience on tourist satisfaction; (3) the effect of novelty seeking on tourist satisfaction; (4) the effect of novelty seeking on behavioral intention; (5) the effect of emotional experience on behavioral intention; and (6) the effect of tourist satisfaction on behavioral intention. The study was conducted in Jatimulyo Tourism Village, Kulon Progo, Special Region of Yogyakarta, Indonesia. Data were collected using Google Forms. The sample consisted of 120 tourists who had visited the destination for the first time. Data analysis was performed using Structural Equation Modeling (SEM) with AMOS software. The findings reveal that emotional experience has a significant positive effect on novelty seeking and tourist satisfaction. Furthermore, novelty seeking significantly influences tourist satisfaction and behavioral intention. Emotional experience also has a significant direct effect on behavioral intention, while tourist satisfaction significantly affects behavioral intention. The results indicate that enhanced novelty seeking and tourist satisfaction derived from positive emotional experiences contribute to stronger behavioral intentions, including the intention to revisit the destination, recommend it to others, and provide positive reviews. These findings highlight the importance of creating positive emotional experiences as a strategic approach to strengthening tourists’ future behavioral intentions toward tourism destinations.

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