Reinforcing Ecotourism Sustainability through Service Quality, Experiential Marketing, and Digital Engagement: Evidence from Nyaru Menteng Urban Forest, Indonesia

Sugandhie Sugandhie; Yokie Radnan Kristiyono

doi:10.55927/ajabm.v5i1.17

Authors

Sugandhie Sugandhie Pelita Harapan University
Yokie Radnan Kristiyono Pelita Harapan University

DOI:

https://doi.org/10.55927/ajabm.v5i1.17

Keywords:

Ecotourism, Service Quality, Experiential Marketing, Customer Satisfaction, Revisit Intention

Abstract

This study examines the effects of service quality and experiential marketing on revisit intention at Nyaru Menteng Urban Forest, Indonesia, with customer satisfaction as a mediating variable and social media engagement and user-generated content as moderating variables. Using a quantitative explanatory approach, data were collected from visitors through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that service quality and experiential marketing significantly influence customer satisfaction, which in turn positively affects revisit intention. Furthermore, social media engagement and user-generated content strengthen the relationships among satisfaction, service perceptions, and revisit intention. These results highlight the importance of integrating service excellence, experiential value, and digital engagement to support sustainable ecotourism development, particularly within urban conservation destinations.

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