Tourist Experience as an Affective Mechanism in a Constrained Innovation Environment
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Abstract
Research Aims: This study examines how servicescape elements shape tourist experience and, in turn, influence satisfaction and revisit intention within a constrained innovation environment. Focusing on a government-managed zoo in Bukittinggi, Indonesia, the study addresses the structural and bureaucratic limitations of public-sector tourism, exploring the role of tourist experience as an affective mechanism that compensates for restricted innovation capacity.
Design/methodology/approach: A sequential explanatory mixed-methods design was adopted. Quantitative data from 316 visitors were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the paths between servicescape dimensions, emotion, satisfaction, and revisit intention. To explain the quantitative results, qualitative data from open-ended comments were subjected to reflexive thematic analysis, capturing tourists’ critical reflections on the destination's operational realities.
Research Findings: Quantitative results indicate that physical facilities and souvenir offerings exert a significant indirect influence on revisit intention through satisfaction, mediated by emotional responses. Conversely, staff interaction, convenience, and food services show no significant effects. Qualitative findings elucidate these results by identifying chronic "infrastructure and service friction," including parking scarcity, "pungli" (illegal fees), and animal welfare concerns. These insights suggest that in public-sector settings, tangible and symbolic elements act as critical "experiential anchors" that outweigh interpersonal encounters in forming affective loyalty.
Theoretical Contribution/Originality: This study advances servicescape theory by conceptualizing tourist experience as a compensatory affective bridge in environments where innovation is structurally limited. By integrating PLS-SEM with thematic insights, it offers a nuanced model of loyalty formation in emerging economies, demonstrating that "maintenance-driven" emotional quality can substitute for radical innovation in sustaining public-sector destination relevance.
Keywords: Servicescape, Tourist Experience, Tourist Satisfaction, Revisit Intention.
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