Functional–symbolic cognition, emotional attachment, and revisit intention in agrotourism: A SOR-based analysis from Bali

Agrotourism is increasingly being promoted as an alternative form of tourism to support equitable development and destination sustainability, but the psychological mechanisms that shape tourist loyalty have yet to be fully explored. This study uses the Stimulus–Organism–Response (SOR) framework to examine the effect of destination image and self-congruity on revisiting intention through emotional attachment at The Sila's Agrotourism in Bali. Data was collected from 220 tourists and analysed using PLS-SEM on SmartPLS 4 and PLS-Predict. The results show that destination image and self-congruity have a positive and significant effect on emotional attachment and revisit intention, with self-congruity being a stronger predictor. Emotional attachment also increases revisit intention and partially mediates the influence of both stimuli, especially on the self-congruity pathway. The model explains the variation in revisit intention substantively and has adequate predictive relevance. This study expands the application of SOR to agrotourism by emphasising the relative roles of functional cognition and symbolic cognition in forming emotional attachment and loyalty, and provides implications for managers to strengthen destination attributes, positioning, and experience design that trigger repeat visits.