Destination Image and Revisit Intention: The Mediating Role of Tourist Satisfaction

The success of a tourism destination is determined not only by its ability to attract tourists but also by its capacity to encourage them to revisit. This study aims to examine the effect of destination image on revisit intention and to investigate the mediating role of tourist satisfaction among visitors to Penglipuran Tourism Village, Bali. A quantitative approach with an explanatory, cross-sectional design was employed. Data were collected through questionnaires administered to 320 domestic and international tourists selected using purposive sampling and analyzed using PLS-SEM with SmartPLS 4. The results reveal that destination image has a positive and significant effect on both tourist satisfaction and revisit intention, while tourist satisfaction positively and significantly influences revisit intention. Furthermore, tourist satisfaction significantly mediates the relationship between destination image and revisit intention. The significance of both the direct and indirect effects indicates complementary partial mediation. These findings demonstrate that a favorable destination image can foster revisit intention both directly and indirectly by enhancing tourists’ satisfaction with their actual experiences. Destination managers should therefore ensure consistency between Penglipuran’s favorable image and the quality of the visitor experience to strengthen tourists’ intentions to revisit.