The Effect of Service Quality and Destination Image on Revisit Intention at Al-Akbar National Mosque Surabaya as a Religious Tourism Destination
Keywords:
Service Quality, brand image, tourism ambassador communityAbstract
The development of Al-Akbar National Mosque Surabaya as a religious tourism destination requires service management and destination positioning that can encourage repeat visits. This study examines the effects of service quality and destination image on visitors’ revisit intention. A quantitative causal-explanatory design was applied to 240 visitors selected through purposive sampling. Data were collected through an online five-point Likert questionnaire and analyzed using SPSS, including descriptive statistics, validity and reliability testing, classical assumption tests, multiple linear regression, partial and simultaneous significance tests, and the coefficient of determination. The final instrument comprised 23 analyzable items covering service quality, destination image, and revisit intention. The results show that service quality has a positive and significant effect on revisit intention (B = 0.303; t = 19.028; p < 0.001), while destination image also has a positive and significant effect (B = 0.056; t = 2.538; p = 0.012). The model explains 62.0% of the variance in revisit intention. These findings indicate that repeat-visit intentions at a mosque-based religious destination are shaped jointly by functional service performance and the cognitive, affective, and spiritual image of the destination. Management should therefore maintain facility quality, clarity of information, security, staff responsiveness, and a peaceful spiritual atmosphere.
References
Abbasi, G. A., Kumaravelu, J., Goh, Y.-N., & Dara Singh, K. S. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing - ESIC, 25(2), 282–311. https://doi.org/10.1108/SJME-12-2019-0109
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897. https://doi.org/10.1016/S0160-7383(99)00030-4
Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007
Dagustani, D., Kartini, D., Oesman, Y. M., & Kaltum, U. (2018). Destination image of tourist: Effect of travel motivation and memorable tourism experience. ETIKONOMI, 17(2), 307–318. https://doi.org/10.15408/etk.v17i2.7211
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS (9th ed.). Badan Penerbit Universitas Diponegoro.
Liu, J., Kuai, X., & Wang, P. (2025). Research on the tourism service quality evaluation of Gongbei Lingnan community under the perspective of SERVQUAL theory. Frontiers in Sustainable Cities, 6. https://doi.org/10.3389/frsc.2024.1502234
Malhotra, N. K. (2016). Marketing research: An applied orientation (7th ed.). Pearson Education.
Manyangara, M. E., Makanyeza, C., & Muranda, Z. (2023). The effect of service quality on revisit intention: The mediating role of destination image. Cogent Business & Management, 10(3). https://doi.org/10.1080/23311975.2023.2250264
Meng, B., & Cui, M. (2020). The role of co-creation experience in forming tourists’ revisit intention to home-based accommodation: Extending the theory of planned behavior. Tourism Management Perspectives, 33, 100581. https://doi.org/10.1016/j.tmp.2019.100581
Nguyen Viet, B., Dang, H. P., & Nguyen, H. H. (2020). Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1796249
Parasuraman, A. P., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12–40.
Rehman, A. U., Shoaib, M., Javed, M., Abbas, Z., Nawal, A., & Zámečník, R. (2022). Understanding revisit intention towards religious attraction of Kartarpur Temple: Moderation analysis of religiosity. Sustainability, 14(14). https://doi.org/10.3390/su14148646
Stylos, N., Bellou, V., Andronikidis, A., & Vassiliadis, C. A. (2017). Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists. Tourism Management, 60, 15–29. https://doi.org/10.1016/j.tourman.2016.11.006
Suprasetio, A., Narulita, S., & Humaidi, H. (2019). Konstruksi baru dan pengembangan wisata religi di DKI Jakarta. Hayula: Indonesian Journal of Multidisciplinary Islamic Studies, 3(2), 157–172. https://doi.org/10.21009/hayula.003.2.03
Timur, B. (2018). Service quality, destination image and revisit intention relationships at thermal tourism businesses. Journal of Gastronomy Hospitality and Travel, 1(1), 38–48. https://doi.org/10.33083/joghat.2018.3
Wang, G., Dong, X., Zheng, X., & Liu, F. (2025). The impact of tourist expectations, experiences, and satisfaction on revisit intentions: A moderated mediation analysis. SAGE Open, 15(4). https://doi.org/10.1177/21582440251409043
Wei, J., Zhou, L., & Li, L. (2024). A study on the impact of tourism destination image and local attachment on the revisit intention: The moderating effect of perceived risk. PLOS ONE, 19(1), e0296524. https://doi.org/10.1371/journal.pone.0296524
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Muhammad Zharif Ishamy
This work is licensed under a Creative Commons Attribution 4.0 International License.
