Examining the Impact of Destination Image on Tourist Satisfaction and Loyalty at Lake Toba, Indonesia

Abstract

This study aims to test the influence of destination image on tourist loyalty satisfaction in Lake Toba, Indonesia. This study uses an explanatory research approach. The population of this study is all Domestic Tourists visiting the Lake Toba Region. Determination of the number of samples using the formula and obtained as many as 96 respondents. Primary data collection is done by questionnaire (questionnaire). The data analysis method used is Partial Least Square (PLS) based Structural Equation Modelling (SEM). The study results show that cognitive, unique, and affective images positively and significantly affect on tourist satisfaction in tourist destinations in the Lake Toba Region. Cognitive Image, Unique Image, and Tourist Satisfaction positively and significantly affect Tourist Loyalty in Lake Toba Tourism Destinations. However, the Affective Image only significantly affects Tourist Loyalty in Lake Toba Tourism Destinations. Cognitive Image and Unique Image have a positive and significant effect on Tourist Loyalty Through Tourist Satisfaction at Tourist Destinations in Lake Toba Tourism Destinations, and Affective Image has no significant effect on Tourist Loyalty Through Tourist Satisfaction at Tourist Destinations in the Lake Toba Tourism Destinations. Lake Toba Area managers must carry out various relevant programs and maintain good relations with stakeholders in maintaining tourism destinations.