THE INFLUENCE OF DESTINATION IMAGE, ELECTRONIC WORD OF MOUTH, AND SATISFACTION TOWARDS REVISIT INTENTION (A SURVEY of DOMESTIC TOURISTS TO BALI)

Abstract

Purpose The purpose of this study to find out the influence of destination image, EWOM, and satisfaction towards revisit intention with the relation destination image To satisfaction, destination image to revisit intention, EWOM to destination image, EWOM to satisfaction, EWOM to revisit intention, and satisfaction to revisit intention for domestic tourists to Bali. Design/Methodology/Approach This study uses destination image, E-WOM, satisfaction, and revisit intention as it’s constructs. The author use the quantitative data for this study. This study use questionnaire to collect the data. The total sampling is 270 respondents using purposive sampling method. Cronbach’ Alpha is used to test the validity and reliability. For analysis, the author use SEM or Structural Equation Modeling. Findings This study shows that EWOM positively influence Destination image, EWOM positively influence Satisfaction, Destination Image positively influence Satisfaction, and Satisfaction positively influence Revisit Intention. EWOM have indirect relationship to Revisit Intention and Destination Image also have indirect relationship to Revisit Intention. Originality/value This study would like to find out how E-WOM would influences destination image, satisfaction and revist intention and how sub-dimension of destination image would influences the satisfaction and revisit intention. This study dimension are adapted from the previous studies from the various countries and various type of industries to create new finding in hospitality and tourism business in Indonesia especially Bali.