THE EFFECT OF TOURIST PERCEIVED VALUE AND TOURIST SATISFACTION IN MEDIATING THE RELATIONSHIP BETWEEN TOURISM DESTINATION IMAGE ON TOURIST LOYALTY TO VISIT WEH ISLAND

Abstract

This study aims to examine the effect of perceived value and tourist satisfaction in mediating the relationship between the image of a tourist destination on the loyalty of tourists to visit Weh Island, Indonesia. This study was conducted on all tourists visiting Weh Island including its Sabang city. The number of samples is determined by multiplying the number of indicators by 10 to produce a sample of 170 people. The method used to analyze the data was Structural Equation Modeling (SEM). The results reveal that Destination Image affects Perceived Value, Destination Image affects Tourist Satisfaction, Perceived Value affects Tourist Satisfaction, Destination Image affects Tourist Loyalty, Perceived Value affects Tourist Loyalty, Tourist Satisfaction affects Tourist Loyalty, Perceived Value partially mediates the influence of Destination Image on Tourist Loyalty, and Tourist Satisfaction partially mediates the influence of Destination Image and Perceived Value on Tourist Loyalty. These findings explain that the model of increasing tourist loyalty to visit Weh Island is a function of strengthening the image of the destination, increasing perceived value, and increasing tourist satisfaction.