THE INFLUENCE OF DESTINATION IMAGE AND SERVICE QUALITY THROUGH OVERALL SATISFICATION ON REVISIT INTENTION: ACASE OF GUDAAWANG CAVE BOGOR

Abstract

Purpose: The aim for this research is to examine empirically the influence of destination image and service quality through overall satisfaction to revisit intention on Gudawang Cave in Bogor. Design/Methodology/Approach: The researcher using mix qualitative and quantitative method. The primary data with quantitative were obtained using a questionnaire addressed to 112 tourist or people that visited Gudawang Cave in Bogor. Data were collected through structured online questionnaire using seven-point likert scale and analyzed using Smart - PLS software. Then another data using qualitative gathered by interviewed the manager of the destination area directly face to face then did the interview with several visitors in the destination place and observing the destination place. Findings: The result shows that revisit intention positively affected by overall satisfaction. Another result shows that destination image and service quality have positively affect overall satisfaction. It was found that destination image and service quality played a significant role in tourism industry. Gudawang Cave has a lot of potentials to be a big tourism site the development and maintenance of an appealing image in the minds of the target customers is a significant key to sustainable success. Originality / Value: The author believes this is the first study integrating destination image, service quality, overall satisfaction to study intention to visit again (revisit intention) on Gudawang Cave in Bogor.