Exploring Tourist Revisit Intentions in Lombok: An Inductive Qualitative Content Analysis of Motivations

Dhanny Safitri; Tifani Dame  Hasany; Baiq Krisnina Maharani Putri; Rishan Adha; Nurul  Faradila

doi:10.30812/target.v8i1.6392

Authors

Dhanny Safitri Universitas Mataram, Mataram, Indonesia
Tifani Dame Hasany Universitas Mataram, Mataram, Indonesia
Baiq Krisnina Maharani Putri Universitas Mataram, Mataram, Indonesia
Rishan Adha Universitas Mataram, Mataram, Indonesia
Nurul Faradila Universitas Mataram, Mataram, Indonesia

DOI:

https://doi.org/10.30812/target.v8i1.6392

Keywords:

Lombok Island, Push-Pull Framework, Qualitative Content Analysis, Revisit Intention, Tourism Marketing

Abstract

Understanding tourist revisit intention is critical for destination competitiveness, yet existing research remains fragmented due to over-reliance on quantitative approaches that examine isolated vari- ables rather than capturing the complexity of tourist behavior. This study investigates factors influencing tourists’ revisit intention to Lombok Island, Indonesia, a government-designated super-priority destina- tion where tourism marketing has not been fully aligned with market needs. Employing an inductive qualitative approach, this research used Qualitative Content Analysis (QCA) in NVivo 12 to analyze 22 semi-structured interview transcripts collected from domestic and international tourists via face-to-face and online methods. The analysis identified 48 codes with 91 occurrences, organized into 11 categories under two overarching themes: push factors and pull factors. Findings reveal that pull factors (58 occurrences) dominated over push factors (33 occurrences), with natural attractions emerging as the most prominent driver of revisit intention, followed by tourism activities such as trekking, snorkeling, and surfing. Among the push factors, novelty-seeking and curiosity were the most significant, reflecting tourists’ desire for exploration and incomplete experiences. This study extends the traditional push-pull framework into a more holistic, experience-oriented model that better captures the complexity of tourist behavior. The findings provide actionable insights for destination managers and policymakers to develop customer-centric, experience-based tourism strategies aligned with authentic tourist needs, essential for achieving sustainable competitive advantage in priority destinations.

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