Strengthening Tourist Revisit Intention Through Social Media Marketing and Quality Tourism Facilities at TMII

Abstract

This study examines how social media marketing and tourism facilities affect tourists' visits and revisits to Taman Mini Indonesia Indah. The research strategy was quantitative, and the tool used was survey. Data were acquired by distributing surveys to 200 TMII visitors. The gathered data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the use of SmartPLS. The analysis examined variable correlations using validity, reliability, and hypothesis testing. The results show that social media marketing and tourism facilities have a good and significant effect on tourists’ visiting decisions. Also, social media marketing has a good and considerable effect on revisit intention. However, tourism facilities had no substantial direct effect on revisit intention. Meanwhile, Visiting decision is an important factor influencing tourist’s inclination to revisit TMII. The findings imply that efficient social media marketing tactics and excellent visitor experiences are vital in driving repeat visitation and in enhancing tourist loyalty. This study is confined to TMII visitors and may not accurately reflect travelers in other destinations. Future studies should use wider samples and other variables relevant to tourist behaviour. Tourism managers need to improve guest experiences and enhance digital marketing methods to boost revisit intention. The study contributes to the development of sustainable tourism through the increased visitor interaction and attractiveness of destination. This study shows how social media marketing, tourism amenities, visiting decisions, and revisit intention affect Indonesian tourism locations.