The Mediating Role of Customer Satisfaction in the Influence of Customer Experience and E-WOM on the Decision to Visit DTW Tanah Lot
DOI:
https://doi.org/10.61132/ijems.v3i3.1279Keywords:
Customer Experience, Customer Satisfaction, E-WOM, Tourism Destination, Visiting DecisionAbstract
Tanah Lot Tourist Attraction is a prominent tourism destination in Bali, attracting visitors for recreation and leisure. However, visiting decisions may be influenced by tourists’ experiences, E-WOM, and satisfaction with the destination. This study aims to examine the effects of customer experience, E-WOM on visiting decisions and analyze the mediating role of customer satisfaction in these relationships at the Tanah Lot Tourist Attraction. This study employed an approach using questionnaires, interviews, and documentation for data collection. The population comprised visitors to the Tanah Lot Tourist Attraction, with 140 respondents selected based on Hair’s sampling guideline. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that customer experience and E-WOM have positive and significant effects on visiting decisions. Customer satisfaction also positively and significantly affects visiting decisions, while customer experience, E-WOM significantly influence customer satisfaction. Furthermore, customer satisfaction significantly mediates the effects of customer experience and E-WOM on visiting decisions. These findings highlight that improving visitor experiences, strengthening positive E-WOM, and enhancing satisfaction are strategies for encouraging tourists to visit Tanah Lot.
Downloads
References
Agustin, L., & Badiyah, A. (2025). Customer experience and satisfaction on visit decision in tourism industry. Journal of Service Management, 11(2), 87–96.
Al-Hussein, A., Rahman, M., & Hassan, R. (2024). Experiential value and visit intention in destination marketing. Tourism Management Perspectives.
Alma, B. (2021). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Almeida, F., & Costa, J. (2024). Experience versus price sensitivity in tourist visit decisions. European Journal of Tourism Research, 36, 3605.
Angelina, N. M., & Widaningsih, S. (2025). The effect of electronic word of mouth (E-WOM) on purchase intention (Case study on TikTok skincare NPURE account) in 2025. Eduvest: Journal of Universal Studies, 5(8), 9547–9562. https://doi.org/10.59188/eduvest.v5i8.51466
Bhuiyan, M. A. (2024). Customer experience and satisfaction in digital service marketing. Journal of Marketing Studies, 16(1), 22–35.
Brown, T. (2022). Customer satisfaction and consumer behavior: Modern perspectives. Routledge.
Chen, J., & Lin, Y. (2022). Customer experience and service quality: Impact on destination choice. Journal of Tourism and Hospitality Management, 14(3), 45–58.
Cheung, C. M. K., & Thadani, D. R. (2022). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Cho, M., & Kim, J. (2024). Customer experience as antecedent of satisfaction. Journal of Retailing and Consumer Services, 76, 103580.
Duong, T. T. (2025). The mediating role of satisfaction on customer experience and revisit intention. Asia Pacific Journal of Marketing and Logistics, 37(1), 112–130.
Fitrianingsih, A., Bachri, S., Muzakir, & Farid. (2025). Pengaruh content marketing dan electronic word of mouth (E-WOM) terhadap purchase decision produk Skin1004 yang dimediasi oleh fear of missing out (FoMO) (Studi kasus pada Gen Z di Kota Palu). Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 167–187. https://doi.org/10.37631/ebisma.v6i1.1830
González Jiménez, E. (2013). Obesity: Etiologic and pathophysiological analysis. Endocrinología y Nutrición: Órgano de la Sociedad Española de Endocrinología y Nutrición, 60(1), 17–24. https://doi.org/10.1016/j.endonu.2012.03.006
Halim, A. (2023). Customer experience and satisfaction in hospitality industry: An empirical review. Jurnal Bisnis dan Pariwisata, 12(1), 58–70.
Hui, L. (2025). Customer satisfaction and behavioral intention in the tourism sector. Tourism Review International, 28(2), 75–91.
Indriyani, R. D., Yaskun, M., Novitasari, D. A., & Azizah, L. N. (2025). The role of customer satisfaction mediation on the influence of digital marketing and word of mouth on the purchase decision of natural nusantara products. NICEBIS: National Innovation Conference on Economics and Business, 1(1).
Kasman, A., & Tahir, M. (2025). Customer satisfaction mediates experience and loyalty in tourism marketing. Indonesian Journal of Business Research, 14(2), 89–102.
Khan, I., & Ali, F. (2024). The diminishing role of E-WOM in tourist decision-making. International Journal of Tourism Sciences, 24(3), 301–317.
Lee, J., Kim, M., & Park, S. (2025). Knowledge transfer, revisit intention, and customer loyalty in experiential services: The mediating role of revisit intention. Journal of Business Research, 178, 114811.
Meyer, C., & Schwager, A. (2022). Understanding customer experience. Harvard Business Review, 100(2), 117–126.
Nafei, W. A., Khanfar, N. M., & Mujtaba, B. G. (2025). Robotic service quality success in increasing purchase intention and customer satisfaction: A study of five-star hotels in Egypt. Archives of Business Research, 13(1), 21–43. https://doi.org/10.14738/abr.1301.18156
Park, E., & Lee, H. (2024). Electronic word of mouth and customer satisfaction. Computers in Human Behavior, 149, 107915.
Peterson, J., Clark, M., & Evans, R. (2024). When online reviews fail to persuade tourists. Journal of Hospitality and Tourism Insights, 7(1), 55–70.
Prabowo, H., Gultom, H. C., & Pratiwi, R. (2024). Repurchase intention of Bukalapak customers viewed from the quality of E-service, E-word of mouth and E-satisfaction. Journal of Application Business & Management (Jurnal Aplikasi Bisnis dan Manajemen), 10(1). https://doi.org/10.17358/jabm.10.1.118
Priyanto, M. H., Hidayanti, I., Haji, S. A., & Sabuhari, R. (2025). The influence of tourist experience on revisit decisions with the mediation of tourist satisfaction. arXiv Preprint arXiv:2506.06552.
Rahman, M., & Hossain, S. (2024). E-WOM credibility and destination visit decision. [Nama jurnal tidak tersedia], 16(5), 2140.
Ribek, P. K., & Wiguna, I. K. D. C. (2025). Analisis pengaruh E-WOM, brand image, dan kualitas pelayanan terhadap keputusan penggunaan jasa transportasi di Bali. Jurnal Bakti Saraswati (JBS), 14(2), 92–103.
Rosyid, A. (2023). Electronic word of mouth and brand trust in influencing purchase decision. Jurnal Bisnis dan Manajemen Modern, 10(11), 77–89.
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2023). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust: Study on users of PLN Mobile application at PLN UP3 Malang. Journal of Economics and Business Letters, 3(3), 27–37. https://doi.org/10.55942/jebl.v3i3.205
Setiawan, A., & Keni, S. (2023). Customer experience and revisit intention in hospitality industry. Jurnal Pariwisata dan Bisnis Indonesia, 7(2), 100–113.
Sheykhfard, A., Azmoodeh, M., Das, S., & Kutela, B. (2025). Analyzing purchase intentions of used electric vehicles through consumer experiences: A structural equation modeling approach. Transport Policy, 160, 125–137. https://doi.org/10.1016/j.tranpol.2024.10.038
Sihombing, M. A. L. (2025). The influence of customer experience, price perception and word of mouth on purchasing decisions. Jurnal Dinamika Manajemen dan Bisnis, 8(1), 1–17. https://doi.org/10.21009/JDMB.08.1.1
Suharto, S., & Hoti, A. (2023). Relationship marketing, customer experience and customer satisfaction: Testing their theoretical and empirical underpinning. Jurnal Manajemen Bisnis, 14(1), 21–35. https://doi.org/10.18196/mb.v14i1.17805
Wang, Y., & Li, H. (2024). Customer satisfaction as a predictor of visit decision. Journal of Hospitality Marketing & Management, 33(2), 189–204.
Wijaya, D. P., & Lestari, L. (2024). The effect of price, product quality and service quality analysis at Jelly Potter Palsigunung Branch. Indikator: Jurnal Ilmiah Manajemen dan Bisnis, 7(1). https://doi.org/10.22441/indikator.v7i1.17193
Zendrato, L. (2024). Customer satisfaction dan keputusan berkunjung: Studi empiris pada sektor pariwisata. Jurnal Manajemen dan Kewirausahaan, 13(2), 102–118.
Zhang, H., & Xu, L. (2024). Limited influence of E-WOM on revisit decision. Tourism Review, 79(2), 410–423.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics and Management Sciences
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
