ANALYSIS OF TOURISM IMAGE AND TOURISM TRUST ON VISITING DECISIONS THROUGH CUSTOMER EXPERIENCE AT TANGKAHAN TOURIST OBJECT

Abstract

The purpose of this study is to determine directly and indirectly the relationship between tourism image and tourism trust on visiting decisions through customer experience. The population in this study is all local and foreign tourists who visit. The sample withdrawal used is accidental sampling. Due to time, cost and other limitations, the researcher directly determined the sample in the study was 120 respondents to be studied further. Data analysis was carried out using structural equation modeling (SEM) techniques with Smart-PLS analysis tools to test the direct and indirect relationships between these variables. The results explain that tourism image directly has a significant effect on customer experience, tourism image directly has a significant effect on visiting decisions, tourism trust directly has a significant effect on customer experience, tourism trust directly has a significant effect on visiting decisions, customer experience directly has a significant effect on visiting decisions, tourism image directly has a significant effect on visiting decisions through customer experience and then tourism trust directly has a significant effect on visiting decisions through customer experience