Abstract
This study focuses on studying how the image of a destination from tourists that appears is related to tourist satisfaction and subsequently has the intention to recommend the place to others. Destination imagery is studied through three components – cognitive, affective, and unique. Findings from 170 samples through surveys and distributing questionnaires both online and offline to visitors to Batu City tourism objects which are then processed using the SEM-pls 3.0 method. The results reveal that affective image affects tourist satisfaction and post-visit behavior; the cognitive component had a significant effect on all constructs, except recommendation intentions, while unique image also affected tourist satisfaction and post-visit behavior.
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