Diana Ambarwati, Budi Eko Soetjipto, Sudarmiatin, Ludi Wishnu Wardana
Tourism as one of the sectors that supports SDGs, especially in terms of the local community's economy. This study aims to analyze the influence of tourists' past experiences on their intention to revisit thematic villages in Indonesi a by integrating the Theory of Planned Behavior (TPB) and Value Theory. The originality of the current study lies in its emphasis on past experience as a moderating variable in the revisit intention framework, particularly in the context of under explored thematic villages. A quantitative method was used with data collected through an survey of 385 tourists who had visited thematic villages on the island of Java through purposive sampling with criteria tourists have seen images or videos of their visits to thematic villages on social media platforms, and tourists have visited a thematic village multiple times. Data were obtained via an online survey via Google Forms. Data analysis used SmartPLS 4.0 and path mediation techniques to test the relationship between destination image, tourist satisfaction, social, economic and emotional values, and e-WOM on revisit intention, with past experiences as a moderating variable. The results show that past experience significantly strengthens the influence of tourist satisfaction on revisit intention, while destination image acts as the main mediator in the relationship between social, economic, emotional, and e-WOM values and revisit intention. These findings emphasize the importance of managing authentic, meaningful tourism experiences supported by digital marketing strategies to encourage tourist loyalty and the development of sustainable tourism based on community participation in Indonesia's thematic villages. These results have strategic implications for tourism village managers and policymakers in designing programs that support the strengthening of destination image and tourist satisfaction to increase sustainable repeat visits. © 2026, Malque Publishing. All rights reserved.
Faculty of Economics and Business, Universitas Negeri Malang, Malang, Indonesia; Faculty of Economics, Universitas Islam Kadiri, Kediri, Indonesia
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