EXPLORING THE ROLE OF LOCAL WISDOM AND SERVICE QUALITY IN ENHANCING TOURIST SATISFACTION AND DESTINATION IMAGE: INSIGHTS FROM RURAL TOURISM

Abstract

This study investigates the role of local wisdom and service quality in shaping tourist satisfaction and destination image within rural tourism villages in Sigi Regency, Indonesia. A quantitative approach was employed using data from 233 respondents, which were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess both direct and mediating relationships among the variables. The results indicate that local wisdom and service quality significantly influence both tourist satisfaction and destination image. Tourist satisfaction also plays a mediating role, strengthening the relationship between local wisdom, service quality, and destination image. These findings highlight that authentic cultural experiences and high-quality service delivery jointly contribute to more favorable tourist perceptions. From a theoretical perspective, this study extends the application of the Expectation Confirmation Theory and  SERVQUAL model within the context of community-based rural tourism in developing countries. Practically, the findings suggest that tourism village managers should focus on integrating cultural preservation with service quality improvement, particularly through enhancing reliability, responsiveness, and community-based hospitality, to achieve sustainable destination competitiveness. JEL: L83, M31, O18.