Abstract
North Sulawesi's tourist destination image is imperative to be promoted to the rest of the world, it is one of the top ten tourist destination in Indonesia. The tourism objects in North Sulawesi are varying such as culinary, undersea coral diving in Bunaken and Lembe, festivals, rituals both Christian and Muslim, eco-tourism, mountain climbing, jungle explorer, variety of culture's ethnic groups, tropical panorama etc. North Sulawesi is also known to have abundant of spice (nutmeg) and one of the biggest sea coral treasures in the world. Promotion variables are composed of advertising, direct marketing, festivals, events and experiences, cooperation with other parties, promotion by word-of-mouth, and tourist destination websites. 310 foreign tourist visitors from various country of origin were drawn as sample in this study. This study reveals that foreign tourists image on promotion undertaken by the government as well as private tourism industries vary to each variable being used in this study.
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