Sustainable Marketing and the Determinants of Revisit Intention: A Conceptual Study of Heritage Tourism in Candi Muaro Jambi

Abstract

Heritage tourism plays a crucial role in preserving cultural identity and fostering economic growth, particularly when guided by sustainable marketing practices. Despite the importance of heritage tourism, most existing studies have concentrated on service quality and tourist satisfaction, leaving limited attention to sustainability-oriented constructs in Southeast Asia. This paper aims to develop a conceptual framework that directly links six determinants—destination image, perceived tourism sustainability, spiritual value, tourist motivation, tourist satisfaction, and perceived value—to revisit intention in the context of Candi Muaro Jambi, the largest temple complex in Southeast Asia and a tentative UNESCO World Heritage site. Methodologically, the study employs a conceptual review by synthesizing peer-reviewed literature published between 2019 and 2025 to justify the proposed relationships among constructs. The framework emphasizes that revisit intention is shaped not only by classical determinants of tourist behavior but also by emerging constructs that reflect cultural preservation and sustainability values. Among these, spiritual value and perceived tourism sustainability are highlighted as distinctive antecedents that differentiate heritage destinations from conventional tourism. The paper contributes to theory by bridging classical constructs with the sustainable marketing paradigm, while offering practical implications for destination managers and policymakers to design strategies that enhance loyalty and encourage repeat visitation. The model further provides a foundation for future empirical validation using structural equation modeling (SEM-PLS).