Coffee Agrotourism Revisit Intention: Experiential Marketing, e-WOM, and Brand Image

Pande Ketut Ribek; Ni Putu Nita Anggraini; Veronica Ayu Dwi Atmaja

doi:10.32535/ijabim.v11i2.4656

Coffee Agrotourism Revisit Intention: Experiential Marketing, e-WOM, and Brand Image

Pande Ketut Ribek, Ni Putu Nita Anggraini, Veronica Ayu Dwi Atmaja

Abstract

Coffee agrotourism has emerged as a unique tourism concept that combines agricultural activities with nature-based experiences to enhance visitor engagement and destination competitiveness. This study aims to examine the effects of experiential marketing and electronic word of mouth (e-WOM) on revisit intention, both directly and indirectly through brand image. A quantitative associative research design was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 160 visitors to coffee agrotourism destinations in Gianyar, Bali, and analyzed using SmartPLS 3.2.9. The results indicate that experiential marketing has no significant direct effect on revisit intention (b = 0.208, p = 0.078), whereas e-WOM has a positive and significant effect (b = 0.422, p < 0.001). Experiential marketing (? = 0.290, p < 0.001) and e-WOM (b = 0.576, p < 0.001) significantly improve brand image, which subsequently has a positive and significant effect on revisit intention (b = 0.276, p = 0.006). Furthermore, brand image fully mediates the relationship between experiential marketing and revisit intention and partially mediates the relationship between e-WOM and revisit intention. These findings highlight the importance of strengthening brand image and encouraging positive e-WOM to increase tourists' revisit intentions toward Bali coffee agrotourism

Keywords

Brand Image; Coffee Agrotourism; Electronic Word of Mouth; Experiential Marketing; Revisit Intention; Theory of Planned Behavior

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DOI: https://doi.org/10.32535/ijabim.v11i2.4656