Destination Service Quality and Co-Creation: Key Drivers of Tourist Repatronizing Intention in Indonesia Tourism

Authors

  • Maulidina Maulidina Doctoral Program in Management Sciences, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, Indonesia
  • Paham Ginting Doctoral Program in Management Sciences, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, Indonesia
  • Endang Sulistya Rini Doctoral Program in Management Sciences, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, Indonesia
  • Beby Karina F. Sembiring Doctoral Program in Management Sciences, Faculty of Economics and Business, Universitas Sumatera Utara, Medan, North Sumatera, Indonesia

DOI:

https://doi.org/10.32479/irmm.18706

Keywords:

Destination Service Quality, Co-Creation Experience, Brand Resonance, Repatronizing Intention, Tourism, Indonesia

Abstract

This study investigates the impact of Destination Service Quality (DSQ) on Satisfaction with Co-Creation Experience (SCE), Value Co-Creation Brand Resonance (VCBR), and Destination Repatronizing Intention (DRI) within Indonesia's North Sumatera tourism sector. Grounded in the Service-Dominant Logic (SDL) framework, the research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data from 260 tourists. The findings reveal that DSQ significantly influences SCE, VCBR, and DRI, highlighting the critical role of service quality in shaping co-creation satisfaction, emotional connections, and tourist loyalty. Additionally, SCE and VCBR mediate the DSQ-DRI relationship, underscoring the importance of participatory experiences and brand resonance in fostering revisitation. This study contributes to the tourism literature by integrating service quality and co-creation perspectives in an emerging market context, offering practical insights for destination managers in Indonesia and beyond to enhance service delivery and competitive positioning.

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Published

2025-06-23

How to Cite

Maulidina, M., Ginting, P., Rini, E. S., & Sembiring, B. K. F. (2025). Destination Service Quality and Co-Creation: Key Drivers of Tourist Repatronizing Intention in Indonesia Tourism. International Review of Management and Marketing, 15(4), 193–203. https://doi.org/10.32479/irmm.18706

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