The Influence of Tourism Attributes and Promotion on the Consumer Image and Decision to Revisit Kintamani Ecotourism, Bangli Regency

Anak Agung Putu Agung, Made Tamba, I Gusti Ary Suryawathy


The objectives of this research are (1) to analyze the influence of tourism attributes on consumer image and decisionto revisit; (2) to analyze the influence of promotion on consumer image and decision to revisit; (3) to analyze theinfluence of consumer image on decision to revisit Kintamani Ecotourism, Bangli Regency. Data collected bydistributing questionnaires on five point Likert scale. Data analyzed descriptively and inferentially. ConfirmatoryFactor Analysis reveals that Price was the most powerful indicator that influences Tourism Attributes with a loadingfactor value of 15.334; while Advertisement was the most powerful indicator that influences Promotion with aloading factor value of 28.319; while Consumer image was influenced dramatically by Comfortable Environment(24.082). Decision to Visit (13.745) was the most powerful indicator that influences Decision to Revisit. PartialLeast Square Analysis portrays that t-statistic valued above 1.96 which means that all paths are significant. Pathcoefficient of Tourism Attributes (X1) to Consumer image (Y1) was 5.784; while Promotion (X2) to Consumerimage (Y1) was 3.464. Path coefficient between Consumer Image and (Y1) and Decision to Revisit (Y2) was 7.059.

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Management and Organizational Studies  ISSN 2330-5495 (Print)  ISSN 2330-5509 (Online)

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