The effect of experience quality, perceived value, happiness and tourist satisfaction on behavioral intention

Abstract

This research aims at examining and determining the effect of experience quality on tourists’ behavioral intention either directly or by perceived value, happiness, and tourist satisfaction. The sample in this research includes 227 tourists visiting Dodola Island using purposive sampling technique. The analytical method to test the hypothesis in this research is SEM-PLS. The results show that Experience Quality, Tourist Satisfaction, and Happiness had positive and significant effects on Tourists’ Behavior Intention. Meanwhile, Perceived value did not have any significant effect on Tourist Behavioral Intention as Perceived Value was not able to act as a mediator on the effect of Experience Quality on Behavioral Intention. On the other hand, Perceived Value variable had a positive and significant effect on Tourist Satisfaction. Therefore, the increase in Tourist Satisfaction sourced from Perceived Value could affect behavioral intention. The results of further research also show that Tourist Satisfaction and Happiness could partially mediate the effect of Experience Quality on Behavioral Intention.