The role of visitor satisfaction in mediating the effect of museum image and museum quality on the intention to revisit the Bali Museum.

Indonesia is rich in cultural and ethnic diversity, with Bali standing out as one of the main destinations renowned for its art and cultural heritage. Museums are among the tourist attractions categorized as cultural tourism (Priyanto, 2021). The Bali Museum aims to preserve, conserve, and showcase Bali’s cultural treasures—from prehistoric times to the development of modern Balinese culture. This study focuses on visitor satisfaction, museum image, and museum quality to identify the factors influencing visitors’ intention to return. The research was conducted among students of SMAK Thomas Aquino, located on Jalan Tangeb, Abianbase, Mengwi District, Badung Regency, Bali. A sample of 100 respondents who had previously visited the Bali Museum was selected. The study employed quantitative analysis using classical assumption tests, path analysis, and the Sobel test as its analytical techniques. Based on the research findings, it can be concluded that the image of the Bali Museum has a positive and significant impact on visitor satisfaction. Similarly, the quality of the museum also positively and significantly influences visitor satisfaction. Furthermore, the museum’s image contributes positively and significantly to visitors’ intention to revisit, as does the museum’s quality. Visitor satisfaction plays a crucial role in encouraging repeat visits to the Bali Museum. Moreover, visitor satisfaction serves as a partial mediating variable in the relationship between museum image and revisit intention, as well as between museum quality and revisit intention..