ASSESSING DESTINATION IMAGE TOWARDS TOURIST SATISFACTION : A STUDY OF CULTURAL HERITAGE TOURISM IN YOGYAKARTA

• Main Author: Rwayda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83849
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic has had a profound impact on the tourism industry globally, including the cultural heritage tourism sector in Yogyakarta. This study aims to explore the influence of destination image on tourist satisfaction and its subsequent effects on the intention to revisit and recommend the destination. Utilizing a quantitative approach, data were collected through surveys and analyzed using descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both cognitive and affective images significantly influence the overall destination image, with affective image having a greater impact. The results also demonstrate that a positive destination image leads to higher tourist satisfaction, which in turn positively affects the intention to revisit and recommend Yogyakarta as a cultural heritage destination. These insights are valuable for the government and tourism businesses to develop strategies for enhancing the cultural heritage tourism potential in Yogyakarta, thereby contributing to the region's economic recovery postpandemic.