THE IMPACT OF DESTINATION IMAGE TO DESTINATION LOYALTY THROUGH TOURIST

SATISFACTION ON TOURISM ATTRACTION WEST SUMATERA

Lecturers:

Harif Amali Rivai, Dr, SE, M.Si

Yulia Hendri Yeni, SE, MT, Ak.

Submitted by :

Tasya Zuliana Putri (2010522011)

Department of Management
Faculty of Economics and Business
Andalas University
2023
 CHAPTER I

INTRODUCTION

1. 1 Background
Tourism is one of the strategic sectors that is being developed in Indonesia massively. West Sumatera
is also participating to take action in promoting the richness and uniqueness that exists in the area.
Masjid Raya Sumatera Barat (Grand Mosque of West Sumatra) is one of the must-visit places for
visitors who come to West Sumatra. Since its founding, this mosque has become an icon in West
Sumatra. Visits to this mosque are usually accompanied by the aim of religious tourism which is in
accordance with the image of the destination itself. For this reason, this research aims to see whether
the image of this destination has an impact on destination loyalty of visitors with tourist satisfaction as
a mediating factor.

1.2 Research Problem

1.2.1. How does destination image affect destination loyalty?
1.2.2. How does destination loyalty affect tourists' satisfaction?
1.2.3. How does destination image affect tourists' satisfaction?

1.3 Research Objective

The aim of this research is to see how the impact the destination image has on destination loyalty

1.4 Research Contribution

The purpose of the results and contribution of this research is to help researchers learn more about the
role of destination Image, tourists satisfaction, and destination loyalty. For the writer, the results of this
research are expected to be useful knowledge. For readers, the results of this study are expected to add
to knowledge in this field. Then this research can be a reference to improve the quality of tourism and
also can be used for further research in the future.

1.5 Scope of Research

The scope of research will focus on the role of destination Image as independent variables, destination
loyalty as dependent variable, and tourists satisfaction as mediating variable. The object of this
research is the visitors of Masjid Raya Sumatera Barat (West Sumatera Grand Mosque)
 CHAPTER II
REVIEW OF THE LITERATURE

2.1. Destination Image

Image is a picture of reality and does not have to correspond to reality. Image is the world according to
perception. Based on the definition above, an image can be interpreted as a picture obtained by the
surrounding environment or other parties as a result of their experience and knowledge about an object.
Qu et al., (2010) explained that destination image is the image given by a tourist attraction which can
have an impact on tourists' interest in returning to visit the tourist attraction.
The image of a destination is a perception formed from various information received by tourists. Each
tourism destination has a certain image that contains beliefs, impressions and perceptions about a
destination. The image formed is a combination of various factors at the destination such as weather,
natural scenery, security, health and sanitation, hospitality, etc. (Coban, 2012). Kotler (2002: 109) states
that buyers may have different responses to a company or brand image. Brand image is the public's
perception of a company or its products so that the image is influenced by many factors that are outside
the company's control. Meanwhile, Chen and Tsai (2010) stated that a destination image is a picture of
thoughts, beliefs, feelings and perceptions of a destination.
2.2. Destination Loyalty
2.2.1. Definition
Explained by Kotler (2002: 180) that customer loyalty is a repeat purchase made by customers
because of commitment to a product or brand from the company. Truly loyal customers are not only
very beneficial for the company, loyal customers can also function as marketers who can recommend
products from the company, to people closest to them and to people who need information. Selnes
(1993) explains that customer loyalty shows behavior that is intended to be related to the product or
service. This includes the likelihood of future purchases or renewal of service contracts or,
conversely, how likely it is that consumers will switch to another service provider or brand.
2.2.2. Measuring Loyalty

2.3. Tourist Satisfaction

Kotler (2002: 139) states that satisfaction is a person's feeling of pleasure or disappointment that
arises from comparing the perceived performance of a product against customer expectations. Customer
satisfaction is divided into two, namely functional satisfaction, which is satisfaction obtained from the
function or use of a product, then psychological satisfaction, which is satisfaction obtained from
intangible attributes. Customer satisfaction is something that can provide many specific benefits for the
 company, the benefits obtained include a positive impact on customer loyalty, potential sources of future
income, especially for revisiting, reducing marketing communication costs and sales.
2.4. Previous Studies
Previous research conducted by Indri Hastuti Listyawati in his research entitled “Pengaruh Fasilitas
Wisata, Citra Destinasi, dan Kepuasan Terhadap Loyalitas Wisatawan” This type of research is descriptive,
using a qualitative approach method.
The similarities between previous research and this research are as follows:
1. The objects studied are the same at the provincial level
2. The type and method of research approach used both use qualitative descriptive methods
3. The variables used are related
Meanwhile, the differences between previous research and this research are as follows:
1. The areas studied are different. It will differ from influencing factors such as culture and community
habits
2. Sampling was carried out using random sampling, whereas previous research used purposive sampling
 CHAPTER
REFERENCES

Chen, C. F., & D. C.Tsai. 2007. How destination image and evaluative factors affect behavioral
intentions? Tourism management, 28 (4):1115-1122.
Coban, S., 2012. The effects of the Image of Destination on Tourist Satisfaction and Loyalty: The Case of
Cappadocia. European Journal of Social Sciences,29 (2): 222-232.
Kotler, P. and Keller, Kevin L. 2016: Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall,
Inc.
Qu, Hailin, Lisa. H. K, and Holly, H. I., 2011. A model of destination branding: Integrating the
concepts of the branding and destination image, Tourism Management, 32:56-78.
Selnes, F. 1993. An Examination of the Effect of Product Performance on Brand Reputation,
Satisfaction and Loyalty. European Journal of Marketing, 27:19–35.