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

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.