The Influence of the 10a Tourism Components on Tourist Satisfaction and Their Impact on Revisit Intention and Intention to Recommend (Case Study: Manado City, North Sulawesi)

Abstract

Tourism recovery after the COVID-19 pandemic has created new challenges for destinations in transforming increased tourist arrivals into sustainable loyalty behaviors. Manado City, as one of the main tourism gateways in Eastern Indonesia, has experienced significant growth in tourist visits; however, maintaining tourist satisfaction, revisit intention, and intention to recommend remains an important challenge. This study aimed to examine the influence of the 10A tourism components on tourist satisfaction and their effects on revisit intention and intention to recommend in Manado City. This research employed an explanatory quantitative approach using a survey method involving 200 tourists who had visited Manado City. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that the 10A tourism components had positive and significant effects on tourist satisfaction, revisit intention, and intention to recommend. Furthermore, tourist satisfaction significantly influenced both revisit intention and intention to recommend and partially mediated the relationship between the 10A tourism components and tourist loyalty dimensions. The findings reveal that satisfaction had a stronger influence on revisit intention than on intention to recommend, indicating differences between personal behavioral commitment and social advocacy behavior among tourists. This study concludes that integrated management of tourism components, combined with improvements in tourist satisfaction, is essential for strengthening destination loyalty and supporting sustainable tourism development in Manado City.