The Effect of Destination Image, Service Quality, and Marketing Mix on Tourist Satisfaction and Revisiting Decisions at Tourism Objects

Abstract

This study aims to analyze and examine the effect of destination image, service quality, and marketing mix on tourist satisfaction and its impact on revisiting tourist attractions in Bone Regency, South Sulawesi Province. The research approach used in this research is explanatory, with an associative research method. Respondents sampled visited tourist objects and made repeat visits more than two times, with a total sample of 394 people at six tourist destinations in Bone Regency. Questionnaires were distributed to respondents following the established criteria. Hypothesis testing in this study was carried out using structural equation modeling (SEM) techniques using the AMOS 24 application, and a Sobel test was carried out on the indirect effect testing. The results prove that, of the ten hypotheses, one hypothesis is rejected, where the marketing mix was found to have no significant effect on the decision to revisit tourists. The other hypothesis is accepted, that destination image, service quality, and marketing mix have a positive and significant effect on tourist satisfaction. The destination image and service quality also have a positive and significant impact on revisiting tourist objects in Bone Regency, South Sulawesi Province. In the indirect test, it is proven that the destination image, service quality, and marketing mix indirectly have a positive and significant effect on the decision to revisit tourist objects in Bone Regency, South Sulawesi Province, which is mediated by tourist satisfaction.