The uniqueness of natural tourism and new tourist experiences at Hidden Canyon Beji Guwang can attract tourists to visit this destination. The novelty aspect of the destination allows new experiences for tourists to stimulate their beliefs about the destination and influence the decision-making process. In addition, the destination's image is an essential factor that influences the intention of returning tourists. This study aims to analyze the effect of novelty and destination image on the intention to revisit domestic tourists at Hidden Canyon Beji Guwang. This research uses quantitative methods. Data from the online questionnaire survey was collected from 100 domestic tourists who had visited Hidden Canyon Beji Guwang from 2018 to 2021. The data analysis technique used was multiple regression analysis. Data were analyzed using SPSS Version 25.0. The test results show that the novelty of Hidden Canyon Beji Guwang partially has a positive and significant effect on the intention to revisit domestic tourists. The destination's image has a positive and significant effect on the intention to revisit domestic tourists at Hidden Canyon Beji Guwang. The novelty and the destination's image simultaneously have a positive and significant effect on the intention to revisit domestic tourists at Hidden Canyon Beji Guwang.

Objective: This study examines the relationship between customer experience and brand loyalty mediated by brand credibility and brand trust. Design/Methods/Approach: Primary data was collected using a questionnaire with a purposive sampling technique. A total of 363 respondents who had used one of the conventional travel agent services in Bali participated in this study. The Partial Least Square Structural Equation Model (PLS-SEM) was used to analyze the data through outer and inner models using SmartPLS 4. Findings: This study discovered that customer experience positively has a direct and indirect impact on brand loyalty with the mediating effect of brand credibility and brand trust. Originality: The existing literature supports the direct influence of customer experience on brand loyalty in various industries. However, no other study has investigated the mediating role of brand credibility and brand trust on the relationship between customer experience and brand loyalty. This comprehensive study filled the gap between customer experience and brand loyalty in travel agent services. Practical/Policy implication: This study offered managerial implication. By considering customer experience a competitive advantage, managers can actively evolve several experiential marketing strategies to cultivate brand credibility and trust to impact brand loyalty.