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

Abstract

The objectives of this research are (1) to analyze the influence of tourism attributes on consumer image and decision to revisit; (2) to analyze the influence of promotion on consumer image and decision to revisit; (3) to analyze the influence of consumer image on decision to revisit Kintamani Ecotourism, Bangli Regency. Data collected by distributing questionnaires on five point Likert scale. Data analyzed descriptively and inferentially. Confirmatory Factor Analysis reveals that Price was the most powerful indicator that influences Tourism Attributes with a loading factor value of 15.334; while Advertisement was the most powerful indicator that influences Promotion with a loading 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. Partial Least Square Analysis portrays that t-statistic valued above 1.96 which means that all paths are significant. Path coefficient of Tourism Attributes (X1) to Consumer image (Y1) was 5.784; while Promotion (X2) to Consumer image (Y1) was 3.464. Path coefficient between Consumer Image and (Y1) and Decision to Revisit (Y2) was 7.059.