THE ROLE OF SATISFACTION IN INCREASING BEHAVIORAL INTENTIONS MEDIATED BY PERCEIVED TRUST
DOI:
10.54443/morfai.v6i2.4920Published:
2026-01-06Downloads
Abstract
This study aims to explain the role of satisfaction in increasing tourists' behavioral intentions with perceived trust as a mediator, and to contribute to the development of cultural tourism behavioral theory. Using a qualitative approach with SmartPLS 4 analysis, this study involved 150 local tourists and 25 international tourists visiting Orahili Traditional Village during a three-month observation period. The variables analyzed included satisfaction, perceived trust, and behavioral intentions. The results show that satisfaction has a direct effect on behavioral intentions and an indirect effect through trust as a mediator. This study confirms that trust plays a key role in strengthening the impact of satisfaction on tourist behavior, with important implications for cultural destination management to improve the quality of tourist experiences and relationships.
Keywords:
Tourist satisfaction Perceived Trust Behavioral intentionReferences
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