Article: The interplay of service quality and servicescape in shaping tourist revisit intention: a moderated mediation model with experience and technology Journal: International Journal of Business Innovation and Research (IJBIR) 2026 Vol.41 No.6 pp.1 - 30 Abstract: This paper evaluates how service quality and servicescape influence the revisit intention of tourists visiting digital tourism destinations in Indonesia. Based on survey data from 354 domestic tourists and a quantitative PLS SEM model, this study examines customer experience as a mediating variable and technology use as a moderating variable. The results show that service quality and customer experience have positive and significant effects on revisit intention. Customer experience partially mediates the relationship between service quality and revisit intention, as indicated by a VAF value of 52.83%. Servicescape has a positive effect on customer experience, but its direct effect on revisit intention is negative, suggesting that physical destination attributes may reduce revisit intention when they do not meet tourist expectations. Technology use significantly strengthens the relationship between service quality and revisit intention but does not significantly moderate the effects of customer experience and servicescape on revisit intention. These findings highlight the importance of integrating service quality, customer experience, servicescape management, and appropriate technology use in strengthening tourist revisit intention in Indonesian digital tourism. Inderscience Publishers - linking academia, business and industry through research

Title: The interplay of service quality and servicescape in shaping tourist revisit intention: a moderated mediation model with experience and technology

Authors: Maria Francisca Lies Ambarwati; Idris Gautama So; Sri Bramantoro Abdinagoro; Yosef Dedy Pradipto

Addresses: Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia ' Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia ' Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia ' Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia

Abstract: This paper evaluates how service quality and servicescape influence the revisit intention of tourists visiting digital tourism destinations in Indonesia. Based on survey data from 354 domestic tourists and a quantitative PLS SEM model, this study examines customer experience as a mediating variable and technology use as a moderating variable. The results show that service quality and customer experience have positive and significant effects on revisit intention. Customer experience partially mediates the relationship between service quality and revisit intention, as indicated by a VAF value of 52.83%. Servicescape has a positive effect on customer experience, but its direct effect on revisit intention is negative, suggesting that physical destination attributes may reduce revisit intention when they do not meet tourist expectations. Technology use significantly strengthens the relationship between service quality and revisit intention but does not significantly moderate the effects of customer experience and servicescape on revisit intention. These findings highlight the importance of integrating service quality, customer experience, servicescape management, and appropriate technology use in strengthening tourist revisit intention in Indonesian digital tourism.

Keywords: service quality; servicescape; customer experience; technology use; revisit intention.

DOI: 10.1504/IJBIR.2026.157236

International Journal of Business Innovation and Research, 2026 Vol.41 No.6, pp.1 - 30

Received: 10 Feb 2026
Accepted: 05 Jun 2026
Published online: 23 Oct 2026 *

Title: The interplay of service quality and servicescape in shaping tourist revisit intention: a moderated mediation model with experience and technology

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