Model of Memorable Tourism Experience, Destination Image, and Value of Tourists to Revisit Intention (Survey on Istano Basa Pagaruyung in West Sumatera)
Verinita and F. Yola

Department of Management
Faculty of Economics
Univeritas Andalas

Abstract

This study aims to analyze the linkage model of memorable tourism experience, destination image and the val-ue of tourists towards the revisit intention on cultural tourism destination namely Istano Basa Pagaruyung in West Sumatera. The type of this research is explanatory research. Samples in this study are 160 domestic tour-ists who have visited Istano Basa Pagaruyung at least one visit. Sampling technique with purposive sampling method with cross sectional time scope. Data were analyzed using Structural Equation Modeling (SEM) using SmartPLS version 2.0. The results showed that the variables memorable tourism experience significantly influ-ence the destination image. Memorable tourism experience affect the value of tourists. Destination image sig-nificantly influences the value of tourists. The variable of the value of the tourists has a significant effect on the revisit intention, and the destination image has no effect on the revisit intention. These findings imply that the destination image should be enhanced by building the reputation of Istano Basa Pagaruyung as a unique cultural destination and creating comfort and security.

Keywords: memorable tourism experience, destination image, value of tourists , revisit intention, cultural tourism destina-tion

Topic: Marketing Management