Experiential Tourism, Not Service Quality, Drives Return Visits to Nyaru Menteng Urban Forest, Study Finds

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FORMOSA NEWS - Palangka Raya - A study published in 2026 in the Asian Journal of Applied Business and Management shows that experiential tourism plays a stronger role than service quality in encouraging visitors to return to conservation destinations. The research was conducted by Sugandhie and Yokie Radnan Kristiyono of the Faculty of Economics and Business, Universitas Pelita Harapan, Indonesia, focusing on visitor behavior at Nyaru Menteng Urban Forest in Palangka Raya, Central Kalimantan. The findings matter because sustainable ecotourism depends on repeat visitors, public engagement, and long-term support for conservation sites. 

Urban Ecotourism as a Tool for Conservation

Ecotourism is increasingly viewed as a strategy that can balance environmental protection with economic and educational benefits. Central Kalimantan contains vast peat forests and biodiversity, making it one of Indonesia’s key conservation regions. Nyaru Menteng Urban Forest stands out as a unique case: once an arboretum and orangutan rehabilitation site, it now functions as an accessible urban ecotourism destination.

Despite its ecological importance, visitor numbers remain relatively modest. Early observations highlight issues such as signage clarity, facility maintenance, and visitor interpretation services. These challenges raise an important question for destination managers: what truly motivates visitors to return to conservation-based tourism sites?

How the Research Was Conducted

The study used a quantitative explanatory design with survey data collected from visitors who had visited Nyaru Menteng Urban Forest within the past year.

• Respondents were at least 17 years old and had experienced the destination firsthand
• Data were gathered through structured questionnaires using a five-point scale
• The analysis used structural modeling to examine direct, indirect, and moderating relationships among variables

The model evaluated how service quality, experiential marketing, and customer satisfaction influence revisit intention, while also considering the role of digital engagement and user-generated content.

The results show that the model explains 62.2 percent of variation in revisit intention, indicating strong explanatory power for visitor behavior in ecotourism settings. 

Key Findings

The study identifies several patterns that clarify what drives visitor loyalty in conservation tourism.

Service quality improves visitor satisfaction

Facilities, information clarity, and staff interaction contribute positively to overall visitor evaluation.

Experiential marketing has the strongest impact on satisfaction

Emotional, sensory, and educational interactions with nature shape how visitors remember the destination.

Experiential tourism directly increases revisit intention

Meaningful encounters with wildlife, forest ecosystems, and conservation messages create lasting impressions that motivate repeat visits.

Service quality does not directly lead to return visits

Technical improvements alone are insufficient to generate loyalty unless paired with memorable experiences.

Customer satisfaction strengthens loyalty

Satisfied visitors show a higher likelihood of revisiting and recommending the destination.

Satisfaction mediates the experience–loyalty relationship

Positive experiences increase satisfaction, which in turn increases revisit intention.

Digital engagement shows limited influence

Social media interaction and user-generated content did not significantly strengthen satisfaction or revisit intention, suggesting that visitors engage more deeply with the physical environment than with online platforms.

Together, these findings indicate that emotional and interpretive experiences play a more decisive role than operational service quality in shaping visitor loyalty.

Implications for Ecotourism Development

The research from Universitas Pelita Harapan provides several strategic insights for conservation tourism managers.

For destination managers

Investment should prioritize interpretive programs, guided experiences, and immersive storytelling rather than focusing solely on infrastructure upgrades.

For local governments

Urban ecotourism sites can serve as educational and conservation hubs, especially when they create meaningful interactions between visitors and natural ecosystems.

For the tourism industry

Modern travelers increasingly value authentic experiences over purely functional service delivery. Emotional engagement, environmental education, and unique encounters with nature are key to building long-term loyalty.

Sugandhie and Yokie Radnan Kristiyono from Universitas Pelita Harapan emphasize that visitor satisfaction in conservation tourism emerges primarily from experiential value rather than operational efficiency. Experiences that evoke emotional connection, learning, and environmental awareness are more likely to influence repeat visitation.

Why the Study Matters

The findings reinforce a broader shift in tourism research and practice: destinations are no longer evaluated solely by service standards but by the quality of experiences they create.

In conservation-based tourism:

• Emotional engagement with nature shapes loyalty
• Educational and interpretive experiences build satisfaction
• Digital promotion cannot substitute for meaningful on-site encounters

These insights help explain why destinations with modest facilities can still achieve strong visitor loyalty when they offer memorable environmental experiences.

Author Profiles

Sugandhie

Researcher at the Faculty of Economics and Business, Universitas Pelita Harapan, Indonesia. Her research focuses on tourism marketing, visitor behavior, and sustainability strategies in conservation destinations.

Yokie Radnan Kristiyono

Lecturer and researcher at Universitas Pelita Harapan specializing in tourism management, experiential marketing, and sustainable destination development.

Source

Sugandhie & Kristiyono, Yokie Radnan. 2026.

“Reinforcing Ecotourism Sustainability through Service Quality, Experiential Marketing, and Digital Engagement: Evidence from Nyaru Menteng Urban Forest, Indonesia.”

Asian Journal of Applied Business and Management.

DOI: https://doi.org/10.55927/ajabm.v5i1.17