: 10.56472/25835238/IRJEMS-V5I7P121
Khadija Afrilia Hi Umar, Laela, Fadhliah M Alhadar. "The Influence of Destination Image and Perceived Value on Revisit Intention through Customer Satisfaction at Rappa Pelangi Cottage" International Research Journal of Economics and Management Studies, Vol. 5, No. 7, pp. 163-170, 2026. Crossref. https://doi.org/10.56472/25835238/IRJEMS-V5I7P121
This study was conducted to analyze the effects of destination image and perceived value on revisit intention mediated by customer satisfaction at Rappa Pelangi Cottage, West Halmahera, Indonesia. The ever-evolving local tourism context of North Maluku means Rappa Pelangi Cottage requires, to survive and flourish as one of the leading community-based coastal tourism models in the region, effective methods to retain tourists and maintain repeat visitation. A structured questionnaire was used to collect data from tourists who had visited the destination earlier, generating 100 satisfactory responses. The analysis was conducted with Partial Least Squares-Structural Equation Modeling (PLS-SEM) to assess the measurement model and structural model to evaluate the relationship of destination image towards perceived value, customer satisfaction, and contribution toward revisit intention. The results show that the variables Destination Image and Perceived Value have a significant positive impact on Customer Satisfaction, while only Customer Satisfaction has an important and direct positive effect on Revisit Intention. In contrast, Destination Image and Perceived Value did not have a direct impact on the revisit intention of the tourists. Moreover, Customer Satisfaction does not significantly mediate the effect of Destination Image on Revisit Intention or Perceived Value and Revisit Intention either. These findings indicate that the positive attitude-climate-own food experience generated by tourists towards a destination contributes to satisfaction mainly through its value but not in terms of encourage repeats or direct recurrence. This research has demonstrated that the main factor of tourists' Revisit Intention in Rappa Pelangi Cottage is Customer Satisfaction.
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Customer Satisfaction, Destination Image, Perceived Value, Revisit Intention.