Empowering Service Value of Custom and Cultural Events to Tourism Destination Revisit

This study discussed tourist behavior toward the tourism destination in Lumban Bulbul Toba Beach choosing to visit again. Tourist behavior is the process a tourist undertakes, both observable and unobservable, when planning and participating in tourism. This research employed an explanatory research method and a quantitative approach using Structural Equation Modeling (SEM) analysis. The population of this study are the tourists who visit Lumban Bulbul Beach and observers of Toba tourist destinations. The researchers adopted the Stimulus- Organism-Response (SOR) theoretical basis with the assumption that the cause of behavior changes depends on the quality of the stimulus namely the existence of traditional events implemented in Toba and surrounding areas affecting revisit intention to the tourist areas around Lake Toba. The results of hypothesis testing showed that Empowering Custom and Culture Events (ECCE) are influenced by Perceived Value. ECCE affects Distance of Visit, Environmental Awareness, and Customer Intention to revisit, while Perceived Value has no proven effect on Customer Intention to Revisit. The Sobel test results showed that ECCE is proven as mediation between Perceived Value and Customer Intention to Revisit. The results of this study on tourist behavior of revisit intention to Lumban Bulbul destination can be an input for Lake Toba tourist destination management.