PERAN DESTINATION IMAGE MEMEDIASI PENGARUH PERCEIVED VALUE TERHADAP DESTINATION LOYALTY WISATA BAHARI KONAWE KEPULAUAN

Abstrak

This study aims to examine and explain the effect of perceived value on destination image and destination loyalty, the effect of destination image on destination loyalty, and the mediating role of destination image in the relationship between perceived value and destination loyalty in the marine tourism of Konawe Islands Regency. The study employed a quantitative approach with a survey method. Data were collected through questionnaires distributed to 100 tourists selected by accidental sampling and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that perceived value has a positive and significant effect on destination image, and destination image has a positive and significant effect on destination loyalty. Perceived value has no significant direct effect on destination loyalty, whereas destination image fully mediates the effect of perceived value on destination loyalty. These findings indicate that the value perceived by tourists translates into revisit intention and positive word of mouth only when it is reinforced by a favourable destination image; therefore, destination managers should integrate value creation with consistent image-building strategies.

Kata kunci

• Destination Image
• Marine Tourism
• Perceived Value
• destination loyalty