International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 The Influencer of Customer Experience on Interest to Revisit Through Satisfaction with Visiting Segunung Traditional Village of Segunung Wonosalam Jombang Mar'atul Fahimah1*.
Niken Wulandari2 1,2Faculty of Economics.
University of KH.
Wahab Hasbullah Jombang Email: 1maraatulfahimah@unwaha.
id, 2nikenwulandari1308@gmail.
Received on 11 March 2025
Revised on 08 May 2025
Accepted on 15 Mei 2025
ABSTRACT
Purpose: This research was conducted to identify whether or not there is an influence that occurs between customer experience on return visit interest through visiting satisfaction in the Segunung Traditional Village tour Wonosalam Jombang Research Methods: This study uses an associative method with a quantitative The population in this study were tourists who had visited Segunung Traditional Village.
To obtain data in accordance with this study, researchers used a questionnaire as a medium in collecting data and used purposive sampling techniques in determining respondents.
Respondents in this study were 100 respondents.
This study uses SEM PLS (Structural Equation Modeling based on Partial Least Squar.
analysis technique by analyzing the outer model, inner model and hypothesis testing.
Results and discussion: The results in this study are variable customer experience on interest in visiting again through visiting satisfaction has a positive but insignificant effect.
Implication: The results of this study imply that in order to increase visitors' interest in returning, managers need to consistently create a positive customer A good experience will increase visitor satisfaction, which ultimately encourages their desire to make repeat visits.
Therefore, strategies to improve the quality of service, facilities, and interaction with customers are important factors that must be considered and developed sustainably.
Keywords: Customer Experience.
Interest in Revisiting.
Visiting Satisfaction.
INTRODUCTION
Indonesia is one of the developing countries that has a lot of tourism potential, especially for natural and cultural tourism due to the diversity of tribes, customs and culture as well as the natural beauty and fauna offered by its tropical Along with the utilization of existing information systems, this is utilized by the tourism industry to increase interaction between tourism managers and consumers to make it easier for tourists to access.
(Informatics & Mission, 2.
Tourism is a travel activity carried out by a person or group of people to a certain place within a certain period of time for leisure, personal development or to study the uniqueness of the tourist attractions visited.
While tourists are people who (Riani, 2.
International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 Figure 1.
2024 Domestic Tourist Data [Source: 2024 data collectio.
In Figure 1.
it can be seen that Indonesia is indeed famous for its natural beauty and diverse cultures, from Sabang to Merauke point Indonesia is also an attractive tourist destination for domestic tourists or within the country point in this case, the majority of domestic tourists choose the island of Java as the main destination of their trip because based on BPS data only 25.
67% of domestic tourists choose the main destination outside the island of Java, 74.
33% others choose the island of Java as the main destination.
East Java is the most visited main destination with the highest percentage of 26.
92% exceeding the percentage of outside Java island as a whole of 25.
67% East Java is the main destination for domestic tourists because of its natural beauty, cultural heritage, traditional culinary, and various tourist attractions it offers.
(BPS, 2.
Village tourism is tourism that develops with assets based on the village's potential as a unique and charming community that can be enhanced and transformed into tourism offerings to attract visitors.
One of the few additional tourism offerings that attracts domestic and international tourists today is village In order to fulfill tourist destinations and develop tourism activities, craft tourism events are held in the village with community participation.
Because it affects many sectors that become tourist attractions, the existence of a tourist village as a tourist attraction is an implementation of the village development From the economic side, with the development of the city, the economy of the surrounding area will also grow and develop, creating jobs (Dewi et al.
Segunung Traditional Village is one of a series of tourist destinations in Segunung Hamlet.
Carangwulung.
Wonosalam.
Jombang.
Segunung traditional village is a tour that offers the beauty of the village community which is thick with the nuances of mountain community cooperation.
The beautiful atmosphere, friendly people, with thick customs, make this village visited by many tourists because of its uniqueness, tourists can see and feel the daily life of the people of Segunung hamlet and also taste the superior products made by the local community, the facilities owned by the traditional village of Segunung are homestays, joglo, and cafes that can be used by tourists.
The entrance fee is free or free, this makes tourists interested in visiting the tour.
The marketing strategy used by Segunung traditional village tourism is using Instagram social media, which includes the use of attractive content such as photos and videos to attract users' attention.
The name of the tourist Instagram account is "Kampung Adat Segunung" which is quite recognizable by many people, because it has thousands of followers.
This platform will be utilized to International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 promote unique tourist destinations, activities, and experiences.
Through Instagram Stories.
IGTV, and Reels, creative and relevant content will be shared consistently to increase user engagement and expand the reach of travelers for return interest.
Like Segunung Wonosalam Traditional Village, which uses social media as an effective and efficient way to disseminate information or promotional advertisements through Instagram.
With the right content management strategy, this account not only attracts new visitors, but also encourages old visitors to return, thus creating a sustainable relationship and strengthening the attractiveness of Kampung Adat Segunung as a tourist destination.
And here is the Tourist Visitor Data of Segunung Traditional Village.
Figure 2.
Data of Tourist Visitors to Segunung Traditional Village [Source: Head of Desa Wisata 2.
In Figure 2.
the bar chart above shows the development of grades from 2021 to 2024, with a consistent increase each year.
In 2021, the initial value was around 400, then increased to 500 in 2022, reached 600 in 2023, and peaked in 2024 with the highest value of around 750.
This data represents the development of Segunung Traditional Village, so the increase may reflect growth in visitor numbers, economic income, or the success of local cultural preservation With the Customer Experience obtained when visiting a tour is also a consideration for customers in choosing a tour.
Therefore, consumer experience is one of the things that business people pay attention to in providing satisfaction to customers, because this can be the key to winning market competition.
Consumers are expected to be able to distinguish and feel a unique experience when visiting a place.
(Ashari, 2.
After visiting the Kampung Adat Segunung tourist spot, many visitors are satisfied with the beauty and preservation of the tourism culture of Kampung Adat Segunung.
So that it can make visitors interested in visiting again on the Segunung Traditional Village tour.
According to Schmitt (Dewi & Hasibuan, 2.
there are 5 indicators of customer experience or customer experience, among others: 1.
Sense, related to styles, verbal and visual that can create the integrity of an impression.
A marketing approach with the aim of feeling by creating experiences related to feelings through reviews by touching, feeling, and smelling.
Feel, feeling here is very different from sensory International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 impressions because it is related to the mood and emotions of a person's soul.
This is not just about beauty, but moods and emotions that can evoke happiness or even sadness.
Think, is the creative thinking that arises in the minds of consumers about a brand or company or customers are invited to engage in creative thinking.
Act, relates to real behavior and a person's lifestyle.
This relates to how to get people to do something and express their lifestyle.
Relate, is an attempt to connect himself with other people, himself with brands or companies, and culture.
This relates to a person's culture and reference groups that can create identity.
Return visit interest is the interest that visitors have to visit a place within a certain period of time and their willingness to make frequent return visits at that (Sari & Najmudin, 2.
According to Mohaidin in (Pratiwi & Prakosa, 2.
visiting interest can be identified into several indicators as follows: .
Interest to Recommend is a person's tendency or desire to recommend a place visited to others.
Interest to Revisit is a person's desire to return to visit a Tourist satisfaction with tourist destinations is related to the travel experience consisting of accommodation, weather, natural environment, social environment and others.
Tourist satisfaction is indicated by wanting the tourist to return to the destination he visited.
Tourism products in a tourist destination play an important role in satisfying visitors.
If the performance of destination tourism products is higher than tourists' expectations, then a positive assessment can be However, if the performance of the destination's tourism product is below the expectations of tourists, then a negative appraisal occurs.
When there is a positive assessment, tourists will evaluate the experience in a positive way, and when there is a negative assessment, tourists will evaluate the experience in a negative way (SIMANJUNTAK, 2.
In this case, visiting satisfaction is related to visiting decisions.
According to (Yosandri & Eviana, 2.
Visiting Decisions have 5 indicators, namely: 1.
Product selection in this case is the selection of destinations .
s a whol.
to go to.
The item used consists of one item, namely the level of excellence of the attractions and facilities offered by the Brand selection in this case relates to the selection of destinations based on brands known or recognized by tourists or visitors.
The items used consist of the level of brand familiarity in visitors' memories and the level of brand Selection of intermediaries in this case relates to the method used so that visitors can reach the destination.
The items used consist of the level of ease of tourists and visitors in buying entrance tickets, the level of ease of transportation and the level of strategic location.
Time selection in this case relates to the time taken by tourists or visitors to visit the destination.
The items used consist of visiting during weekdays, visiting during weekends, and visiting when you have free time.
Number selection in this case relates to the intensity of visitors in making visits to destinations.
The item used consists of one item, namely the level of frequency of tourists visiting a tourist attraction as needed.
RESEARCH METHODS
This research uses a quantitative method with an associative design, which was conducted at the Segunung Traditional Village in Jombang with the main respondents being tourists who have visited the Segunung Traditional Village.
The research population is tourists who have visited the Segunung Traditional Village with an infinite number.
The research sample was determined International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 using the Lameshow formula, each research variable was measured using a questionnaire instrument, with a measurement system using a Likert scale .
, so that 100 respondents were obtained.
The sampling technique used is purposive sampling, with the respondent's criteria being tourists who have visited Segunung Traditional Village and are at least 17 years old.
Data collection techniques were carried out through several methods, namely observation, interviews, questionnaires and documentation.
The data were analyzed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software which includes inner model, outer model and hypothesis testing Table 1.
Variable Operational Data Variable Indicator Definition Customer Experienc Sense Experience Custome Feel (Customer (X.
Think Experienc.
Act Relate defined as a with a brand.
Interest in Return visit 1.
Interest Revisiting interest is a 2.
Interest
(Y)
Explorative Interest positively to visited so that further visits.
Visitor Visiting Selection Satisfaction Satisfaction 2.
Brand
(Z)
is a feeling Selection Selection Time someone is Selection satisfied with 5.
Quantity Selection.
Variables Measurement Tools Questionnaire Questionnaire Questionnaire Score Likert Scale 5 = Strongly 1 = Strongly Disagree Assessment Criteria Good: 76 100% Fair:
-75%
Poor: <56% Likert Scale 5 = Strongly 1 = Strongly Disagree Assessment Criteria Good: 76 100% Fair:
-75%
Poor: <56% Likert Scale 5 = Strongly 1 = Strongly Disagree International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
Variables Variable Indicator Definition gained while e-ISSN 2828-2590 p-ISSN 2828-5093 Measurement Tools Score Assessment Criteria Good: 76 100% Fair:
-75%
Poor: <56% [Source: Data Collection in 2.
RESULTS AND DISCUSSION Researchers have conducted research at the Segunung Traditional Village Tourism Village, a tourist destination located in Jombang Regency.
East Java.
This study aims to determine whether there is an effect of customer experience on return visit interest through visit satisfaction.
Kampung Adat Segunung is one of the villages that is thick with traditions and customs, has a history that is closely related to local wisdom, culture and ancestral beliefs.
This rural-based tourist area located in a mountainous area offers a comprehensive and satisfying experience for tourists.
As well as being able to enjoy the beautiful natural beauty and tranquil atmosphere, visitors are also presented with a wide selection of authentic rural culinary specialties.
The hospitality of the locals is an added value that enriches the travel experience, creating a warm interaction between tourists and local people.
In this study, the respondents involved were 100 tourists who had visited the Kampung Adat Segunung Tourism village.
The data shows that of the 100 respondents, the majority of tourists who revisit the village of Segunung Traditional Village Tourism are female.
Then, based on the average age group who visit again is 17-25 years old, because this age group tends to prefer And based on the type of work that revisits the village of Segunug Traditional Village Tourism is Students because the place is suitable as a place of learning.
Outer Model Analysis Figure 3.
Outer Model [Source: processed 2.
International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 This model is a model design that describes how the relationship between variables and their indicators.
Each variable has an indicator that is pointed by an arrow depicted in a yellow box.
Figure 3.
shows that Customer Experience is measured by five indicators, namely Sense.
Feel.
Think.
Action, and Relate.
Revisit interest is measured by three indicators, namely exploratory interest, transactional interest, and preferential interest.
Then visiting satisfaction is measured by five indicators, namely product selection, brand selection, intermediary selection, time selection and quantity selection.
The results of testing the outer model are as follows:
Validity Table 2.
Validity Variables Customer Experience Interests Visit
Back
Satisfaction Visit
Measuremen Outer
Rule of t Item
Loading Thumb
CE1
0,798
0,70
CE2
0,826
0,70
CE3
0,857
0,70
CE4
0,729
0,70
CE5
0,832
0,70
MBK1
0,807
0,70
MBK2
0,924
0,70
MBK3
0,909
0,70
KB1
0,864
0,70
KB2
0,864
0,70
KB3
0,908
0,70
KB4
0,773
0,70
KB5
0,860
0,70
[Source: processed 2.
Description Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Table 2.
shows the results of testing outer loading to determine the validity results of each variable.
The customer experience variable is measured by five valid item variables, where the outer loading value lies between 0.
729 - 0.
which indicates that the four measurement items are strongly correlated in explaining the customer experience variable.
Among the five valid measurement items, customer experience looks stronger reflected by CE3 with an outer loading value of 0.
857, namely the customer experience of feeling happy and comfortable when in Segunung Traditional Village tourism.
The revisit interest variable is measured by three valid variable items, where the outer loading value lies between 0.
807 - 0.
924, which indicates that the three measurement items are strongly correlated in explaining the visit satisfaction variable.
Among the three valid measurement items, the interest in visiting again looks stronger reflected by MBK2 with an outer loading value of 924, namely making a return visit to Segunung Traditional Village Tourism.
The visiting satisfaction variable is measured by five valid variable items, where the outer loading value lies between 0.
773 - 0.
908, which indicates that the five measurement items are strongly correlated in explaining the visiting satisfaction variable.
Among the five valid measurement items, visiting satisfaction looks stronger reflected by KB3 with an outer loading value of 0.
International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 That is, tourists are interested in visiting again because the ticket price is minimal and the accessibility is easy to reach.
Validity Table 3.
Cross loadings Item
Customer Experience CE1
CE2
CE3
CE4
CE5
MBK1
MBK2
MB3
KB1
KB2
KB3
KB4
KB5
Interest in Revisiting Visitor Satisfaction 0,798 0,826 0,857 0,729 0,823 0,807 0,924 0,909 0,864 0,864 0,908 0,773 0,860 [Source: processed 2.
Based on table 3.
shows the results of cross loading testing to determine the results of the discriminant validity test.
In the customer experience variable, interest in revisiting and visiting which consists of several statement items, it can be seen that all items are declared valid because they have a value of more than Average Variance Extracted (AVE) Table 4.
Construct Reliability and Validity Variables Average variance extracted (AVE) Rule of Thumb
Customer Experience 0,655 0,50 Valid
Interests Visit
Back
Satisfaction Visit
0,731
0,50
Valid
0,777
0,50
Valid [Source: processed 2.
Description International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 Table 4.
above shows the results of construct reliability and validity testing to determine the results of the average variance extracted (AVE) value on customer experience variables, return visit interest variables and visiting decision variables.
Because the average variance extracted (AVE) value shows results of more than 0.
50, all variables are declared valid.
Composite Reliability Table 5.
Construct Reliability and Validity Composite Reliability Variables Customer Experience Interest in Revisiting Visit Satisfaction Rule of Thumb
0,905
0,931
0,921
[Source: processed 2.
Description 0,70 0,70 Valid
Valid
0,70
Valid Table 5.
above shows the results of composite reliability testing to determine the results of the composite reliability value on the customer experience variable, the interest in visiting again and the visiting satisfaction Because the composite reliability value shows results of more than 0.
all variables are declared valid and have high reliability.
Inner Model Analysis Figure 4.
Inner Model [Source: processed 2.
This model is a model design that describes how the variable relationships referred to the hypothesis, problem formulation and theoretical studies.
Figure 4.
is the inner model design of the SmartPLS version 4.
0 software processing results, where the red circle is a symbol of the research variables.
Straight arrows mean that the variables have a direct influence and dotted arrows mean that the variables have an indirect influence.
Path Coefficients The results of inner model testing are used for hypothesis testing which International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 includes r-square output, parameter coefficients and t-statistics.
To see whether a hypothesis can be accepted or rejected, including by paying attention to the significance value between constructs, t-statistics, and p-values.
Hypothesis testing in this study was carried out with the help of SmartPLS software version These values can be seen from the bootstrapping results.
The rule of thumb used in this study is a t-statistic of more than 1.
96 with a significance level of pvalue less than 0.
05 and a positive beta coefficient.
Table 6.
Path Coefficients Correlation Between Variables Original Sample Customer Experience -> Interest in Revisiting 0,324 Information Statistic Values 2,263 0,024 Supported Customer Experience -> Visit Satisfaction 0,756 15,797 0,000 Supported Visitor Satisfaction -> Interest in Revisiting 0,524 3,430 0,001 Supported Customer Experience -> -0,007 0,105 0,917 Visitor Satisfaction -> Interest in Revisiting [Source: processed 2.
Not Supported In table 6.
above shows the test results of the inner model as follows The results of the first hypothesis test state that customer experience significantly affects the interest in visiting again.
The test results show the beta coefficient value of customer experience on return visit interest of T-statistic of 2.
263 and p-values of 0.
024, so the first hypothesis is accepted.
From these results, it is stated that the t-statistic is significant because it shows a value of more than 1.
96 with p-values less than 0.
The results of the second hypothesis test state that customer experience significantly affects visiting satisfaction.
The test results show the beta coefficient value of customer experience on visiting satisfaction is 0.
The t-statistic is 15.
797 and p-values 0.
000, so the second hypothesis is From these results, it is stated that the t-statistic is significant because it shows a value of less than 1.
96 with p-values of more than 0.
The results of the third hypothesis test state that visiting satisfaction significantly affects the interest in visiting again.
The test results show the beta coefficient value of visiting satisfaction on return visit interest of 0.
T-statistic of 3.
430 and p-values of 0.
001, so the third hypothesis is From these results, it is stated that the t-statistic is significant because it shows a value of more than 1.
96 with p-values less than 0.
The results of the fourth hypothesis test state that customer experience does not significantly affect visiting satisfaction through return visit interest.
The test results show that the beta coefficient value of customer experience on visiting satisfaction through return visit interest is -0.
The t-statistic 105 and the p-values are 0.
917, so the fourth hypothesis is rejected.
From these results, it is stated that the t-statistic is not significant because International Journal of Travel.
Hospitality and Events Volume 4 Number 2 Year 2025 Pages 95-109 DOI: 10.
56743/ijothe.
e-ISSN 2828-2590 p-ISSN 2828-5093 it shows a value of more than 1.
96 with p-values less than 0.
R-Square In this study, the inner model design was carried out by looking at the rsquare value.
There are three categories in grouping the r-square value.
According to Hair in (Latan & Ghozali, 2.
if the r-square value is 0.
indicating a strong model, a value of 0.
50 indicates a moderate model and a value of 0.
25 indicates a weak model.
The r-square value of the endogenous variables obtained in this research model can be seen in table 7.
Table 7.
R-Square Construct R-Square Visitor Satisfaction 0,571 Interest in Revisiting 0,636 [Source: processed 2.
Based on table 7.
above, shows the R-square value for visiting satisfaction 571 or 57.
1% which is in the moderate category.
This value indicates that visiting satisfaction can be explained by the customer experience variable as much as 57.
1%, while the remaining 42.
9% is influenced by other variables not included in this study.
The R-square value for the revisit interest variable is 0.
6% which is in the moderate category.
This value indicates that the interest in visiting again can be explained by the customer experience variable as much 6%, while the remaining 36.
4% is influenced by other variables not included in this study.
DISCUSSION