THE EFFECT OF TOURISM DESTINATION IMAGE ON TOURIST VISIT INTENTION DURING COVID-19 PANDEMIC

Abstract

The purpose of this study is to analyze how the tourism destination image affects tourist visit intention during the Covid-19 pandemic on Tegal Mas Island, Lampung, Indonesia. By using quantitative research design, there are four hypotheses developed and tested using structural equation modeling, based on PLS-SEM application, and also using 400 respondents’ samples with purposive sampling technique. The empirical findings reveal that the cognitive image has a positive significant effect on the affective image. The cognitive image and affective image are important antecedents of the overall destination image. Affective image is a mediator in the effect of cognitive image and overall destination image. and the overall image has a positive significant effect on tourist visit intentions. Furthermore, the affective image has a greater influence on the overall image than the cognitive image. The result implies for the management to highlight the destination image improvements that will enable to attract more tourists through providing the accessibility quality, technology infrastructure especially for information services, and food variety and quality package attraction.