The Role of Customer Satisfaction in Mediating Outcome Quality and Interest in Revisiting Tlocor

Abstract

This study was motivated by the significant decline in visitor numbers at Tlocor Marine Tourism (WBT), from 118,476 tourists in 2020 to 76,380 tourists in 2024. This drastic decline indicates a serious problem related to Revisit Interest. This study aims to examine and analyse the significance of the influence of Outcome Quality and Customer Satisfaction on Revisit Interest, as well as to examine the mediating role of Customer Satisfaction. This study uses a quantitative approach with an explanatory causal research type. Primary data was collected through questionnaires distributed to 250 WBT tourists determined through purposive sampling techniques. Data analysis was conducted using Partial Least Square (PLS-SEM) based Structural Equation Modelling (SEM). The results of hypothesis testing show that Outcome Quality has a significant and positive effect on Customer Satisfaction. Customer Satisfaction also has a significant and positive effect on Revisit Interest. The main finding confirms that Customer Satisfaction significantly mediates the effect of Outcome Quality on Revisit Interest. These findings indicate that customer satisfaction functions effectively as a psychological mechanism that translates the quality of the tourist experience (facilities, amenities, service) into the intention to return. Therefore, WBT managers are advised to prioritise efforts that focus not only on physical quality, but also on interaction processes that enhance Customer Satisfaction, in order to ensure the sustainability of tourist visits.