The authenticity and social media effect on revisit intention mediated by destination image

This study examines the effect of authenticity, social media, and destination image on revisit intention. This study uses explanatory research with a quantitative approach. The population in this study were domestic tourists or foreign tourists who had visited tourist destinations in Gianyar at least once. The sampling technique used in the study was purposive sampling. The sample in the study was 250 respondents. Data collection was used through surveys, documentation, and Likert scales to test instruments. The data were analyzed using structural equation model partial least square (SEM-PLS) modeling. The results of this study indicate that authenticity and social media can increase revisit intention. In addition, authenticity and social media can also improve destination image. The destination can also increase revisit intention. Overall destination image) has the most significant influence on destination selection. Destination image can mediate between authenticity and social media on revisit intention. The better the authenticity and utilization of social media in Gianyar tourist destinations, the better the destination image will increase revisit intention. The results of this study suggest that the management of Gianyar tourism can maintain the authenticity of Gianyar tourist destinations and increase the use of social media to attract tourists to revisit Gianyar tourism. © 2023 by the authors. Licensee SSBFNET, Istanbul, Turkey. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).


Introduction
Indonesia is a developing country in the form of an archipelago with natural beauty, traditional heritage, and diverse culture. The recognition of Indonesia's beauty and traditional heritage will make Indonesia a tourist priority. These various potentials, if appropriately managed, will be able to encourage and improve Indonesia's tourism competitiveness globally (Sufika, 2015). In 2022, Indonesia's tourism competitiveness in the ASEAN region was ranked fourth, behind Singapore, Malaysia, and Thailand, while Indonesia is ranked 32nd globally (Jelita, 2022). Indonesia's tourism competitiveness must be improved further because many potentials in Indonesian tourism have yet to be realized. offers beautiful and charming nature, culture-based tourism, and artificial tourism, both of which are essential things for tourists to know and enjoy.
Cultural tourism in Bali must be improved because it is linked to local wisdom that other regions do not possess. Gianyar Regency is one of the regencies in Bali that pampers tourists with its cultural offerings. Gianyar Regency has become one of Bali's tourism hotspots, emphasizing culture, natural beauty, and various arts (Yashinta et al., 2022). The region of Bali, which is partially dependent on the tourism industry, cannot deny that Gianyar's tourism sector appears dormant. The economic situation in Gianyar Regency has not gradually improved since the COVID-19 pandemic, so there is no budget for tourism promotion. Gianyar's tourism office handed promotional matters to tourism stakeholders in Gianyar Regency to promote independence.
Gianyar Regency is appealing to tourists due to its cultural diversity. Retaining customers or encouraging return visits by customers is becoming increasingly important, especially in today's highly competitive environment. Customer retention is a critical concept for a successful organization's long-term survival because it is directly related to profits (Chua et al., 2017), so tourist return visits are an essential factor for the profitability of the tourist destination. According to Shang & Li (2017), repeat visitors stay longer in a destination, engage in more intensive consumer activities, are more satisfied, and spread positive word of mouth. Given the importance of revisit intention, tourist destinations must have unique characteristics that can entice tourists to return, one of which is authenticity.
In the world of tourism, authenticity is crucial. Tourists seek authentic and pristine experiences and memorable experiences through modern and high-quality attractions (Ram et al., 2016). When the need for authenticity is met, tourists are more likely to revisit and recommend the destination (Chen et al., 2020). The presence of authenticity will be able to increase tourists' revisit intention (Anshori et al., 2020;Islam et al., 2019;Meng & Choi, 2019;Rani et al., 2015;Shi et al., 2022;Zhou et al., 2022). However, contrary to (Mujihestia et al., 2018;Rasoolimanesh et al., 2021;Ruixia et al., 2019), authenticity does not affect revisit intention.
In addition, the use of information technology and communication via social media is one of the other factors that can increase revisit intention (Ibrahim et al., 2021;Jatiyanda et al., 2021;Muhammad & Aransyah, 2022;Omar et al., 2021;Primananda et al., 2022). Tourists use social media to plan vacations and recommend tourist destinations. Social media, a global phenomenon (Li et al., 2021), significantly impacts tourism, particularly in how tourists make decisions (Ebrahim, 2020). Social media is regarded as a source of information about tourist attractions. They can share their experiences with others through social media so that those who see this information can increase their interest in revisiting tourist attractions (Omar et al., 2021). However, (Chung, 2019;Rather, 2021;Situmorang et al., 2020) claim that social media does not affect revisit intention.
The inconsistency of previous study results raises an intriguing research gap to be investigated. The research gap arises due to differences in theory development, hypothesis logic formulation, and research samples. In this study, researchers used destination image to mediate between authenticity and social media on revisit intention. Destination image as a predicted mediating variable can better explain the influence of authenticity on revisit intention and social media on revisit intention.
Travel decision-making is a complex process influenced by a variety of factors, including psychological (attitudes), social (subjective norms), and perceived behavioral control (Abbasi et al., 2021). In this case, one of the perceived behavioral controls by tourists is destination image, which is thought to be a significant influencer of tourists who return to a tourist destination (Abbasi et al., 2021). Destination image plays many roles in the decision-making process because all decision-making factors are based on the image of each destination (Junaedi & Harianto, 2020). The image of the destination can increase the likelihood of returning (Liang & Xue, 2021;Timur, 2018). This is consistent with the findings of (Azhar et al., 2022;Junaedi & Harianto, 2020;Primananda et al., 2022), who found that destination image has a significant influence on revisit intention.
Authenticity and social media are closely related to the destination image. Tourists are drawn to tours by a strong desire to experience authenticity. As a result, perceived authenticity meets tourists' expectations and contributes to forming a preferred destination image. Authenticity significantly impacts destination image (Carreira et al., 2021;Lee, 2020;Lu et al., 2015). The availability of information or cues that reflect an area's distinct history is likely to significantly impact tourists' perceptions of authenticity and social media, strengthening destination formation. Some information about tourist destinations that are accidentally spread through social media from various sources of information such as people nearby, magazines, celebrities (travel influencers or bloggers), television, and the internet will eventually affect the destination image seen by tourists (Alvarez et al., 2020;Putri & Yasri, 2020;Rodrigues et al., 2019) Based on existing data and research gaps, this study aims to examine the effect of authenticity and social media on revisit intention with destination image mediation on tourists in Gianyar.

Theory Planned Behavior (TPB)
The Theory of Planned Behavior (TPB) is a psychological theory that explains the psychological phenomenon of human behavioral intentions (Ajzen, 1991). TPB theory, both volitional and non-will control, is well thought out to explain individual behavior (Soliman, 2019). Revisiting is defined as an individual's readiness or willingness to make repeated visits to the same destination (Tosun et al., 2015). According to Ajzen (2005) TPB theory, three concepts influence intention: attitude toward the behavior, subjective norm, and perceived behavioral control. These three concepts will be measured later to see how much they impact a person's intention to perform a behavior.

Revisit intention
According to Sugandini et al (2019), revisit intention is a behavioral measure of consumer loyalty. The willingness and readiness of individuals to make repeat visits with important behavioral intentions are referred to as revisit intention, which is the level of intentional commitment that a person can make to act Rasoolimanesh et al (2021). Predicting revisit intention may be necessary for successful destination marketing, providing a cost advantage over competitors (Azhar et al., 2022). The willingness of tourists to revisit the same place and recommend it to others is a sign that they are interested in returning (Abbasi et al., 2020). Returning tourists are critical for revenue generation (Abdullah & Lui, 2018) because they are more loyal and stay longer than first-time visitors.

Authenticity
Authenticity under the TPB framework deepens the understanding of the intention formation process (Meng & Choi, 2019). They were exploring a specific social context and looking for authentic cultural activities that are still original, pure, genuine, unspoiled, and traditional (Seo & Park, 2018). Authenticity suggests that something is unique, genuine, and authentic, but when examined in terms of experience, it is considered more complex and requires in-depth investigation (Lee, 2020). Authenticity is an influential factor that changes tourists' evaluation and perception of heritage destinations (Lu et al., 2015). Based on the above understanding, authenticity is authenticity based on tourist attractions that are considered pure in terms of history and culture to attract tourists. Authenticity can influence tourist behavior after they visit a tourist destination. Authenticity can have both positive and negative consequences. It is perceived that if authenticity is high and significant, it can influence tourists to return to tourist destinations. This statement agrees with previous research Authenticity has a significant influence on tourist revisit behavior, according to Anshori et al (2020)

Social Media
Social media is an essential source of information in the world of tourism which can change how tourists search, find, read, and process the information they get about tourist destinations (Kim & Park, 2017). Bhimani et al (2018) social media is a social collaboration tool that encourages user interaction where the goal is to share information with other users. Social media is a form of social connectedness and interaction that can provide significant value for service providers/companies in achieving customer brand engagement (Li et al., 2021). Traveler interactions can increase travelers' emotional or affective engagement, strengthening their involvement with the destination (Ariesta et al., 2020). Different media messages from service providers and user-generated perspectives lead to image formation, ultimately affecting traveler perceptions and revisiting intentions (Rather, 2021). If the effect received by tourists is in the form of positive content and information, the social media factor is a significant variable that influences tourists' revisit intention. This statement agrees with previous research by Azhar et al (2022) (2022) state that social media has a significant influence on tourist revisit behavior.

Destination image
Destination image is an individual's perception of destination characteristics that can be influenced by promotional information, mass media, and many other factors (Putri & Yasri, 2020). Destination image, according to Liang & Xue (2021), is defined as the total of individual beliefs, ideas, and impressions about a destination. Destination image is an influential aspect of travel decision-making (Timur, 2018). Based on the above understanding, destination image in the context of tourism is a perception of the impression and characteristics of a tourist destination that is influenced by a positive image to attract tourist visits. Destination image plays many roles in the decision-making process because all decision-making factors are based on the image of each destination (Junaedi & Harianto, 2020). if a destination has high and robust authentic characteristics, it will affect the image of a destination, so there is a significant influence of authenticity on destination image (Carreira et al., 2021;Fard et al., 2019;Lu et al., 2015) information about tourist destinations that are accidentally spread from various sources of information such as people nearby, magazines, celebrities (travel influencers or bloggers), television, and the internet will ultimately affect the destination image of tourists (Putri & Yasri, 2020). Along with the high number of tourists who can access social media, the information and content obtained is increasing. Content and information on social media platforms that are positive and informative about a destination image, it is presumed that the influence of social media is vital and significant on destination image (Alvarez et al., 2020;Azhar et al., 2022;Putri & Yasri, 2020;Rodrigues et al., 2019) H3: Authenticity has a significant effect on destination image.

H4
: Social media has a significant effect on destination image.

H5: Destination image has a significant effect on revisit intention
Destination image is an essential predictor of tourist behavior and destination choice. Destination image on past visits will determine to visit again. It can be perceived that if tourists form a significant destination image, it will influence tourists to revisit the destination (Azhar et al., 2022;Liang & Xue, 2021;Primananda et al., 2022). Perceived authenticity meets tourists' expectations and contributes to forming a preferred destination image. The availability of information or cues that reflect an area's unique history is likely to significantly impact tourists' perceptions of authenticity and strengthen the formation of a positive image (Carreira et al., 2021;Fard et al., 2019;Lu et al., 2015). The significant relationship linking the content produced by Destinations Marketing Organizations (DMOs) and tourists shows that social media is a critical player in creating a positive image of the destination (Alvarez et al., 2020). Social media is a form of social connectedness and interaction that can provide significant value for service providers/companies in achieving customer brand engagement ( (Li et al., 2021). Social media significantly affects destination image (Azhar et al., 2022;Putri & Yasri, 2020;Rodrigues et al., 2019) H6: Destination image mediates the relationship between authenticity and revisit intention.
H7: Destination image mediates the relationship between social media and revisit intention.

Methodology
This quantitative study uses an explanatory research approach to test the theory objectively by testing the relationship between each variable using statistical procedures. The population of this research is domestic tourists or foreign tourists who have visited tourist destinations in Gianyar. The sampling technique used in this study is non-probability sampling using purposive sampling (Sekaran & Bougie, 2016). The sample selection criteria used are tourists aged at least 17 years who have visited tourist destinations in Gianyar at least once and get information from social media to visit tourist destinations in Gianyar. The number of samples used in this study was 250 samples. The study's data is obtained based on survey results and documentation. In the questionnaire submitted, a Likert scale is used to determine the extent to which respondents give their opinions according to a predetermined scale.
The data were analyzed using partial least squares (SEM-PLS) structural equation modeling. The reason for using PLS data analysis is that the concept is to test the modified results of several research models to provide an overview of the variables under study (Garson, 2016) In this study, the authenticity variable uses indicators from (Carreira et al., 2021;Lu et al., 2015). Social media uses indicators from Rather (2021). Furthermore, Destination Image employs indicators from Liang & Xue (2021), and Revisit Intention employs indicators from Abbasi et al (2020).

Findings and Discussion
Gianyar is a regency in the Bali province known for its art and culture. The world of tourism in Gianyar is based on regional culture imbued with Hindu Dharma and still quite strong customs. Various components of the sector associated with the tourism sector is a mutually supportive thing. Gianyar has several factors that can support the development of tourism. These factors include culture and community life based on culture and imbued with Hinduism, which attracts foreign tourists to visit Gianyar Regency. Next, the beauty of nature and historical and archaeological heritage as tourist attraction is fascinating. In addition, The availability of adequate transportation and telecommunications facilities. Other facilities such as hotels, homestays, and restaurants are developed in the corner of Gianyar. Gianyar has several attractions, including cultural tourism, nature tourism, and artificial tourism. The following observation results can be seen in Table 1 below. According to the table above, the majority of respondents (42% are between the ages of 22 and 27), implying that tourists of that age enjoy traveling. The level of education is then dominated by S1 (49.2%), followed by SMA (29.6%). Then, regarding occupation, it shows that employees in the private sector account for 73 people (29.2%) of those who visit Gianyar as tourists, followed by students (23.6%). Respondents prefer cultural tourism (45.2%), indicating that cultural tourism has its draw for tourists, given that each region's culture has unique characteristics and characteristics. Furthermore, tourists (71.6%) obtain tourist information through social media platforms such as Instagram. Instagram has a lot of information and shares photos or videos that can entice visitors to visit the tourist destination they want to visit.

Descriptive Statistic and Correlation
This study employs the variables authenticity, social media, destination image, and revisit intention, shown in Table 2, along with the average value of respondents' responses to each variable.

Measurement Model Analysis
This study uses convergent and discriminant validity tests with the constructs to be measured for the initial research scale development value between 0.50 and 0.60 is considered sufficient (Ghozali & Latan, 2015). Table 3 shows the results of the validity and reliability tests in more detail. The results of the convergent validity test are shown in Table 3 above by looking at the loading factor value of each indicator on the four variables (Authenticity, Social Media, Destination Image, and Revisit Intention) that is greater than 0.70 (Ghozali & Latan, 2015). Furthermore, the discriminant validity can be seen in the Average Variance Extracted (AVE) root value by comparing the coefficient value on each variable with the correlation value on each variable relationship in the research model, and each root AVE value is more significant than 0.50. As a result, the items used in this study are reliable. After validating the data, reliability testing is performed using Cronbach's alpha and composite reliability values. Table 4 displays the results of the reliability test.  Table 4 above, the data used in this study are reliable. The threshold value for reliability is 0.70 (Ghozali & Latan, 2015). Table 4 shows that each variable has a Cronbach's alpha and composite reliability value greater than 0.7, so the items used in this study are reliable.

Structural Model Test
The objective of testing the structural model (inner model) is to determine a model's suitability, which can be determined by the value of the coefficient of determination (R2), predictive relevance (Q2), and goodness-of-fit model (GoF). The test results for the coefficient of determination (R2) on the destination image variable were 0.913; this value demonstrates that the destination image variable can be explained by authenticity and social media by 91.3%, with the remaining 8.7% attributed to other variables not included in this research model. The R2 value for the revisit intention variable is 0.303; this value demonstrates that 30.3% of the revisit intention variable can be explained by authenticity and social media, with the remaining 69.7% explained by other variables not included in this research model.
The test results show a Q2 value of 0.939, indicating that authenticity, social media, and destination image can predict revisit intention by 93.9%. In comparison, the remaining 6.1% contributes to variables not included in this research model. The goodness-of-fit test assesses the accuracy of a research model constructed using the research variables. Based on the results of the GoF calculations, it yields a value of 0.672, implying that the structural model of this study, in general, has solid predictive properties. The goodness of fit (GoF) above indicates that the model in this study is robust enough to allow for hypothesis testing.

Hypothesis Test
Hypothesis testing, specifically direct and mediation effects testing, aims to investigate the impact of authenticity, social media, and destination image on revisit intention. Table 5 shows this. The table above shows that authencity has a significant effect on revisit intention (β = 0.400, t = 2.631 p <0.05) so that H1 is accepted. Then, social media has a significant effect on revisit intention (β = 0.133, t = 2.103 p <0.05) so that H2 is accepted. Furthermore, Authenticity has a significant effect on destination image (β = 0.912, t = 56.267 p <0.05) so that H3 is accepted. Then, social media has a significant effect on destination image (β = 0.077, t = 3.318 p < 0.05) so that H4 is accepted and Destination image has a significant effect on revisit intention (β = 0.839, t = 5.800 p < 0.05) so that H5 can be accepted. Based on this explanation, it can be obtained that the direct testing hypotheses, namely H1, H2, H3, H4, H5 are accepted, for the results of indirect hypothesis testing can be seen in Table 6 below.  Table 6 above explains that the indirect test or the mediating role of the Destination image variable between the Authenticity relationship on revisit intention has a positive and significant effect (β = 0.765, t = 5.722 p <0.05) so that hypothesis 6 is accepted. In addition, Destination image also successfully mediates social media on revisit intention shows positive and significant results (β = 0.065, t = 3.065, p < 0.05) so that hypothesis 7 can be accepted.... It can be concluded that hypotheses 6 and 7 in the study are accepted. This can be interpreted that Destination image is a partial mediation between Authenticity and social media on revisit intention.
Authenticity has an impact on revisit intention. The authenticity of tourist attractions considered pure in terms of history and culture to attract return tourist visits is defined in this study. This means that the more authentic a tourist destination is, the more likely tourists will return. Unique experiences in Gianyar directly related to locals can leave a lasting impression on visitors. Furthermore, the presence of history in Gianyar is the most critical factor influencing tourists' desire to return. Tourists can get an excellent historical impression of Gianyar. This result demonstrated how tourism in Gianyar preserves and promotes ancestral history. The study's findings support Chen et al (2020)C assertion that authenticity is necessary to motivate tourists in the tourism industry, so when authenticity is high, the need for authenticity is met. Tourists are more likely to return and recommend it to others. In other words, the more authentic a tourist destination is, the more likely tourists will return. The findings of this study support the findings of Anshori et al ( (2022), who found that authenticity has a significant influence on tourist revisit behavior Social media has a significant impact on revisit intention. In this study, social media is a platform that provides informative content and interaction between users and between users and tourist attractions, which can provide perceptions to decide whether or not to return to a tourist attraction. Tourists are interested in revisiting Gianyar because of the memories they share through photos posted on social media about Gianyar tourist destinations. This demonstrates that the memories that people share on social media are a powerful motivator for tourists to return to Gianyar tourist destinations. Furthermore, the findings show that comments on social media posts significantly influence Gianyar tourists' desire to return. Comments made by other tourists on social media demonstrate the enthusiasm of tourists when visiting Gianyar. Furthermore, these comments serve as a means of disseminating tourism information to other tourists. After tourists receive the desired information and content on their social media platforms, they are more likely to return (Primananda et al., 2022). This implies that photos of tourist destinations in Gianyar, the beauty shared on social media, memories shared by people on social media, and comments on social media posts must contain helpful information to entice people to return to Gianyar for tourism. The findings of this study support previous research by Azhar et al (2022) The effect of authenticity on destination image also shows a significant effect. So the more authentic the tourist destination will increase the positive image in the minds of tourists. The authenticity of the architecture that is still well preserved, the authentic feeling when visiting tourism in Gianyar, the long history shown in tourism in Gianyar, and the skills of the local population that are still being preserved can increase the destination image for tourists visiting Gianyar. Authenticity felt by tourists is reflected in the history of Gianyar and the unique experiences they feel, so authenticity, which emphasizes culture and unique experiences, can enhance the image of a destination (Lu et al., 2015). Authenticity influences destination image; when tourists have enjoyed the authenticity of tourism in Gianyar, then tourists create a good destination image of Gianyar. The availability of information or cues that reflect an area's unique history is likely to significantly impact tourists' perceptions of authenticity and strengthen the formation of a destination image. The results of this study strengthen the research conducted by Fard et al (2019) and Lu et al (2015).
The influence of social media on destination image shows a positive and significant influence, meaning that the higher the informative social media content about tourism in Gianyar, the higher the image of tourist destinations in Gianyar. Social media utilization can increase a tourist destination's positive image. Along with the high number of tourists who can access social media, the information, and content obtained more and more so that tourists can quickly know the image of tourist destinations. Content and information on social media platforms that are positive and informative will be a destination image. Information about tourist destinations that are accidentally spread from various sources such as close people, magazines, celebrities (travel influencers or bloggers), television, and the internet will ultimately affect the destination image of tourists (Putri & Yasri, 2020). If social media content in the form of photos, shared beauty, shared comments, and shared memories are getting better and more informative, the image of tourist destinations in Gianyar will be positive and able to attract tourists. Rodrigues et al (2019) state that the quality of tourism information on Facebook (one of the essential social media at the global level) directly influences destination image. However, in the current era, it is not only The effect of destination image on revisit intention demonstrates that destination image significantly affects revisit intention, implying that the better a destination's image, the more likely tourists are to visit again. According to this, a pleasant climate and pleasant feelings describe the destination image variable. As a result, the destination image of tourist destinations with a good climate and a pleasant atmosphere can increase the likelihood of returning. Then, the results also prove that respondents feel that Gianyar has a pleasant tourist destination. Feelings of pleasure for tourists can increase the desire to travel back to Gianyar. In addition, respondents also think that Gianyar has delicious specialties. Tourists like the typical food in Gianyar, which has a distinctive spicy and savory taste. For example, such as ayam betutu, rujak kuah pindang, bebek bengil, Gianyar tepeng rice, babi guling, and others. The image of a destination is one of the tourism factors usually used as a basis for tourists in the decision-making process related to the destination to be visited (Meng & Cui, 2020). This shows a positive relationship. If the destination image is high, the revisit intention will be stronger. The results of this study support the results of research by Abbasi et al (2020) (2018) Destination images can provide a mediating effect from the effect of authenticity on revisit intention. The direct influence of authenticity on revisit intention has shown significant results, so the role of destination image in this study is partial mediation. This proves that authenticity can significantly affect revisit intention, with or without involving the destination image. The results of this study also reveal that the indirect effect of authenticity on revisit intention through destination image is stronger than the direct effect of authenticity on revisit intention. Perceived authenticity meets tourists' expectations and contributes to forming a preferred destination image. The availability of information or cues that reflect a region's unique history is likely to significantly impact tourists' perceptions of authenticity and reinforce the formation of a positive image (Lu et al., 2015). Destination image is an essential predictor of tourist behavior and destination choice.  (2015); Timur (2018), which states that destination image affects revisit intention The destination image can also mitigate the influence of social media on revisit intention. The direct influence of social media on revisit intention has produced significant results, implying that the role of destination image in this study is partial mediation. This demonstrates that social media can significantly impact revisit intention, whether or not the destination image is included. The significant relationship between the generated content and the tourists themselves demonstrates that social media plays an essential role in creating a positive image of the destination (Alvarez et al., 2020). Social media is a form of social connectedness and interaction that can provide significant value to service providers/companies in achieving customer brand engagement (Li et al., 2021). The presence of destination image as a mediating variable can close the gap in previous research, as the destination image variable can mediate social media to affect revisit intention significantly. The results of this study support research conducted by Alvarez et al (2020)

Conclusions
Based on the findings of the research discussion, the authenticity of tourist destinations in Gianyar, as well as social media, can increase revisit intention. Authenticity can influence tourist behavior after they visit a tourist destination, and the dissemination of information in the form of photos, videos, and review comments on various social media platforms can entice tourists to return to Gianyar tourism. Furthermore, authenticity and social media can help improve a destination's image. The availability of information or cues that reflect an area's unique history encourages tourists to return and is supported by content and information. Positive and informative content and information on social media platforms will be a destination image, helping to improve the destination image of Gianyar tourism. The destination image can increase the likelihood of returning. Travelers choose a destination to visit based on its image. The impact of authenticity and social media on revisit intention can also be mitigated by destination image. The greater the authenticity of Gianyar tourist destinations and the use of social media, the better the destination image; a good destination image can increase revisit intention.
This research contributes theoretically by supporting several theories and previous research. It also makes a practical contribution to the management of tourist destinations by paying attention to the uniqueness of each tourist spot that is an attraction for tourists. It uses social media as a promotional medium to disseminate complete and accurate information to tourists. Then, by maintaining, caring for, and creating a pleasant tourist destination for tourists, each tourist destination in Gianyar can maintain a positive image. In addition, the local government should provide financial support to encourage the development of tourist attractions and help strengthen tourism promotion. Furthermore, the government can both directly and indirectly invite the community to participate in preserving cultural heritage.
The limitations of this study are that it focuses on revisit intention. Aside from that, it is constrained by the fact that Gianyar was the only location where the research was done, making it impossible to generalize to other tourist destinations in Indonesia. Therefore, further research needs to add other variables that cause revisit intention, such as tourist attraction and tourist motivation, and expand the scope of research more widely.