The Mediating Role of Tourist Digital Experience in the Relationship between E-Service Quality, Interaction Quality, and Behavioral Intentions: Evidence from Bongkasa Pertiwi Tourism Village
Abstract
Background: Tourism villages are increasingly shaped by digital service encounters and human interactions. However, limited empirical research has examined how E-Service Quality and Interaction Quality jointly influence Behavioral Intentions through Tourist Digital Experience in community-based tourism villages. This study investigates the mediating role of Tourist Digital Experience in Bongkasa Pertiwi Tourism Village.
Method: This study employed a quantitative approach with an explanatory and correlational design. Data were collected from 151 domestic and international tourists who had visited Bongkasa Pertiwi Tourism Village and accessed digital information or communication related to the destination. Respondents were selected using purposive sampling. Data were obtained through a closed questionnaire using a five-point Likert scale and analyzed using SEM-PLS with Smart PLS 4.
Results: Interaction Quality significantly influenced Tourist Digital Experience (β = 0.316; p < 0.001), and Tourist Digital Experience significantly influenced Behavioral Intentions (β = 0.363; p < 0.001). E-Service Quality and Interaction Quality also had significant direct effects on Behavioral Intentions. However, E-Service Quality did not significantly influence Tourist Digital Experience. The mediation analysis showed that Tourist Digital Experience partially mediated the relationship between Interaction Quality and Behavioral Intentions, but did not mediate the relationship between E-Service Quality and Behavioral Intentions.
Conclusion: The findings indicate that human interaction plays a stronger role than digital service quality in shaping tourists’ digital experiences in community-based tourism villages. Reliable digital services remain important for strengthening behavioral intentions, but meaningful interaction with destination actors is essential for enhancing tourist experience, revisit intention, recommendation intention, and positive word-of-mouth. This study contributes to digital tourism village research by positioning Tourist Digital Experience as a mediating mechanism between service quality and tourist behavioral responses.
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