Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

The Influence of Collaborative Activities on Tourist Advocacy and Revisit Intention: The Mediating Role of Commercial Friendship in Tourism

Date Published : 10 September 2026

Contributors

Raudatul Janah

university of Siliwangi
Corresponding Author

Keywords

Advocacy commercial friendsip collaborative activities revisit intention

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Mountain tourism has become an increasingly dynamic form of travel, oofering not only natural scenery but also authentic interaction with local communities. In this context, cooperation between tourists and tourism businesses plays an important role in shaping emotional connection that contribute to long term loyalty. This study aims to examine the direct effects of collaboration on tourist advocacy and revisit intention, as well as its association with commercial friendship as a relational outcome rather than as a mediating mechanism. A quantitative axplanatory research design was applied to test the hypothesized relationship among collaboration, commercial friendship, advocacy, and revisit intention. The findings demonstrate that collaboration significantly influences commercial friendship, indicating that cooperative experiences contribute to stronger emotional bonds between tourists and service providers. The results further confirm that collaboration directly and positively affects bots advocacy and revisit intention. Additionally, commercial friendship show a strong positif relationship with these loyalty related outcomes, reinforcing its relevance as key relational construct in mountain tourism settings. Overall, the study highlights that emotional connections formed through collaborative interaction can meaningfully shape tourist behavior, encouraging recommendations and repeat visits. These insights contribute to the ongoing discourse on sustainable and experience based tourism by emphasizing the importance of relationship oriented tourism practices. Practical implication are offered for destination managers and policymaker to strengthen tourist loyalty through participatory and human centered engagement strategies.

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How to Cite

The Influence of Collaborative Activities on Tourist Advocacy and Revisit Intention: The Mediating Role of Commercial Friendship in Tourism (R. Janah, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 515-523. https://conference.unsil.ac.id/ismart/paper/view/118