Examining Structural the Effects of Destination Image of Makassar, Indonesia on the Tourist Destination Satisfaction

Ab, Ahmad and Payangan, Otto Randa and Hamid, Nurdjanah and Nursyamsi, Idayanti (2015) Examining Structural the Effects of Destination Image of Makassar, Indonesia on the Tourist Destination Satisfaction. Examining Structural the Effects of Destination Image of Makassar, Indonesia on the Tourist Destination Satisfaction, 3 (10). pp. 219-232. ISSN 2411-5681

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Abstract

Image is one of the most important factors in development tourist destination. Tourist destination has to attempt to build a positive image. This study aims to examine the effects of destination image on destination satisfaction in Makassar, Indonesia. This is a cross sectional research with 224 respondent of tourists that have visited Makassar. Variable of this research are cognitive image as exogenous variable, affective and overall image as intervening variable and destination satisfaction. Data were collected by questionnaire and measure with using a 7-point Likert scale. Hypotheses testing conducted with structural equation model. The results shows that cognitive image affects affective image, cognitive image affects overall image, affective image affects overall image, cognitive image affects destination satisfaction, affective image affects destination satisfaction and affective image affects destination satisfaction. Keywords: destination image, cognitive image, affective image, overall image and destination satisfaction

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