The Influence of Destination Image on Loyalty to Rural Tourism Destinations Mediated by Tourist Satisfaction: Study in Banyumas Regency

Abstract

This research aims to analyze the influence of Destination image on Destination loyalty which is mediated by Tourist satisfaction. This research is quantitative research. The sampling technique uses the Roscoe formula. The sample in this study was 70 people who had visited rural Tourism destinations in Banyumas district. Data analysis uses the SPSS application with regression analysis techniques, classical assumption tests, validity and reliability analysis, and Sobel tests. The research results show that Destination image has a positive effect on Tourist satisfaction, Destination image has a positive effect on Destination loyalty, Tourist satisfaction can mediate the relationship between Destination image and Destination loyalty.