Abstract
This study investigates the relationship between tourist satisfaction, destination image, and tourist loyalty. A descriptive correlational study was used as the research methodology, with destination image as the independent variable, tourist satisfaction as the mediating variable, and tourist loyalty as the dependent variable. The data was taken from domestic tourists visiting Jakarta, with a total sample of 280 people. Structural Equation Modelling with Smart PLS. was used to analyse the data. The findings revealed a significant positive correlation between city image and tourist loyalty, city image and tourist satisfaction, and tourist satisfaction with tourist loyalty. The relationship between city image and tourist loyalty is also mediated by tourist satisfaction. The higher the value of the city's image, the more satisfied and loyal the tourists to the city. Based on the findings of the study, theoretical and managerial implications are provided, and recommendations for further study are made.
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