The Effect of Destination Image on Destination Branding and Revisit Intention

Abstract

—Tourism destinations based on local wisdom currently receive a lot of attention from tourists. Pujon Kidul tourist village is one of the tourist destinations in East Java Indonesia that uses restaurant in the rice fields as an attraction. The objectives of this research are (1) to analyze direct effect of the destination image on destination branding, the destination image on revisit intention, destination branding on revisit intention (2) to analyze indirect effect of destination image on revisit intention through destination branding. This type of research is quantitative ex post facto. The research sample was 200 tourists who had visited the tourist village of Pujon Kidul. Through the path analysis from SPSS for Window version 25.0 it can be concluded that (1) the destination image have a significant positive direct effect on revisit intention, the destination image have a significant positive direct effect on destination branding, the destination branding have a significant positive direct effect on revisit intention (2) the destination image have an indirect effect on revisit intention through destination branding. The implication of the results of research is that efforts must be made to establish destination branding through improving service quality such as road access and parking.