Pengaruh Storytelling Marketing dan Destination Image Terhadap Revisit Intention Dengan Tourist Satisfaction Sebagai Variabel Intervening Pada Pengunjung Waduk Wadaslintang

This study aims to analyze the effect of Storytelling Marketing and Destination
Image on Revisit Intention with Tourist Satisfaction as an intervening variable
among visitors to Wadaslintang Reservoir. This research employed a quantitative
approach using a survey method. The sampling technique used was non
probability sampling with a purposive sampling method. The sample consisted of
75 respondents who were at least 17 years old and had visited Wadaslintang
Reservoir. Data were analyzed using Structural Equation Modeling-Partial Least
Square (SEM-PLS) with the assistance of SmartPLS software. The results showed
that Storytelling Marketing had a positive and significant effect on Tourist
Satisfaction and Revisit Intention. Destination Image did not have a significant
effect on Tourist Satisfaction, but it had a positive and significant effect on Revisit
Intention. Furthermore, Tourist Satisfaction had a positive and significant effect
on Revisit Intention. The indirect effect test showed that Tourist Satisfaction
mediated the relationship between Storytelling Marketing and Revisit Intention,
while Tourist Satisfaction did not mediate the relationship between Destination
Image and Revisit Intention. These findings indicate that Storytelling Marketing
can be an effective strategy for increasing tourist satisfaction and encouraging
revisit intention, both directly and through tourist satisfaction. Meanwhile,
Destination Image plays a more prominent role in directly encouraging tourists'
intention to revisit.