Experiential Cultural Tourism through Traditional Custom Rental Service in Malioboro Yogyakarta, Indonesia: The Impact of Experience Economy Dimensions on Tourists’ Behavioral Intention
This research aims to analyze the structural relationship between Entertainment Experience, Educational Experience, Escapist Experience, and Esthetic Experience with tourists' Behavioral Intention in the Malioboro area of Yogyakarta based on the Experience Economy perspective. The research uses a quantitative approach with an explanatory design. Data were collected thru a survey of 200 tourists who have visited or are currently visiting Malioboro using purposive sampling technique. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the help of SmartPLS. The research results show that Educational Experience, Escapist Experience, and Esthetic Experience have a positive and significant impact on Behavioral Intention, while Entertainment Experience does not have a significant impact. Among all the dimensions of experience, Esthetic Experience is the factor that has the strongest influence on tourists' Behavioral Intention. The coefficient of determination (R²) value of 0.772 indicates that the model has a strong explanatory power regarding tourist behavior. These findings indicate that the esthetic quality of the area, learning experiences, and tourist engagement in the destination's atmosphere play a crucial role in enhancing the intention to revisit, provide recommendations, and spread positive information about Malioboro. The research findings contribute to the development of the Experience Economy literature in the context of urban cultural tourism destinations.