The Role of Destination Image in Mediating Immersive Experience and e -WOM on Tourists' Revisit Intention (Study on Domestic Tourists in Tanah Lot , Tabanan, Bali)

This study examines whether destination image mediates the effects of immersive experience and electronic word of mouth (e-WOM) on tourists' revisit intention at Tanah Lot, Bali. Drawing on the Theory of Planned Behavior, data were collected through online and offline questionnaires from 240 domestic tourists selected by purposive sampling and analyzed using partial least squares structural equation modeling (PLS-SEM). Immersive experience and e-WOM positively affect both destination image and revisit intention; destination image also positively affects revisit intention (all reported p < 0.001). The indirect effects of immersive experience and e-WOM through destination image are 0.143 and 0.105, respectively, indicating partial mediation. The results underscore the value of distinctive visitor experiences and credible online recommendations in developing destination image and encouraging repeat visits.