THE PREDICTORS OF TOURISTS’ BEHAVIORAL INTENTION: THE EFFECT OF DESTINATION IMAGE, PERCEIVED VALUE AND SATISFACTION (A CASE STUDY OF ENSHRINEMENT COMPLEX OF BATUJAYA)

Abstract

Purpose The purpose of this study is to find how much influences among the variable of destination image, perceived value, satisfaction and behavioral intention: to identified the influence of destination image on perceived value; to identified the influence of destination image on tourist satisfaction; to identified the influence of perceived value on satisfaction; to identified the influence of tourist satisfaction image on tourist behavioral intention. Design/Methodology/Approach This research paper used 2 methods of distributing questionnaires which are online and offline. The questionnaires distributed to people who have ever visited the Enshrinement Complex of Batujaya - Karawang. There are 26 items to measure all variables. To make easily in researching subjects of the population, the non-probability convenience sampling method would be employed to select the respondents and 306 respondents gained. This research used the 7-point Likert scale to measure each of the variables of the corresponding items. Findings The results showed that destination image affects perceived, destination image affects tourist satisfaction, perceived value affects satisfaction positively and satisfaction affects behavioral intention. Originality/Value Since the study of the interrelationships between the attributes of the destination image, perceived value, tourist satisfaction, and tourist behavioral intentions have not been investigated in any destination in Karawang, it is recommended for the next researchers to investigate them by using this research as the guidance to expand the research number regarding those variables. Then, the research result can be implemented to make other tourist destination across Karawang become the next top tourist destination or main attraction like Enshrinement Complex of Batujaya.