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Purpose: The goal of this study is to look at tourist plans to return to mountain places by integrating their previous experience and satisfaction with the risks that exist as part of the decision-making process.
Design/Methodology/Approach: The questionnaire data was disseminated through online media to residents of Bandung, West Java, who had visited mountain tourist locations at random. There is a total of 328 possible responses. Only 318 were utilized to process data. AMOS 22.0 and SPSS 23.0 were used to analyze the data using structural equation modeling (SEM). After doing confirmatory factor analysis (CFA) on the measurement model, the structural linkages were investigated and the hypotheses were assessed. A bootstrap method was also used to test indirect effects.
Findings: Physical and performance concerns have a significant impact on the visitor experience than financial risks. Despite the lack of significance, the perception of financial risk has a significantly different impact on tourist satisfaction than physical risk and performance. Tourist satisfaction has a significant impact on return intention, but tourist experience has a little impact. Tourist experience moderates a significant relationship between physical risk and performance, as well as revisit intention and intention to return, but not financial risk. The relationship between perceived financial risk and the likelihood of returning can be mediated by visitor satisfaction. This suggests that the financial risk will have a substantial impact on customer satisfaction and will play a role in tourists' decision to return. The perception of performance risk might have an indirect effect on the decision to return based on previous experience and satisfaction Practical implications: The conclusions of this study provide guidance to government officials, tourism managers, marketing managers, and community members on how to better manage tourist attractions in mountain areas.
Original/Value: There are currently just a few studies linking perceived danger, experience, and satisfaction to revisit intentions, therefore this research significantly adds to the body of knowledge. The research gaps identified in this study can be filled by developing the construct into a model, which will also advance related concepts.
