The Effect of Destination Image on Tourists’ Satisfaction and Destination Loyalty: Bukittinggi City, West Sumatra

This study discovered (1) the effect of destination images on destination loyalty (2) the effect of destination images on destination loyalty with tourists’ satisfaction as mediating variable. Respondents in this study were the tourists in the Bukittinggi City. This study utilized primary data which were obtained through the questionnaire with control questions that tourists had visited Bukittinggi City at least twice. Total respondents were 384 determined by using Lemeshow formula. Data was analyzed using Path Analysis performed by SPSS 25 software. The result showed: (1) destination image had positive and significant effect on destination loyalty (2) destination image had positive and significant effect on destination loyalty with tourists’ satisfaction as mediating variable.