Analysis the role of motivation, destination image, and visitor image congruity on revisit interest: Yogyakarta Special Region
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Abstract
Various factors may serve as driving forces for an individual to revisit a destination. This study aims to analyze the role of visit motivation, destination image, and visitor image congruity on tourists' revisit interest. A quantitative approach was used through Structural Equation Modeling (SEM) with SmartPLS software. The data were collected through an online questionnaire distributed via Google Forms to individuals who had previously visited the Special Region of Yogyakarta. A total of 205 respondents were selected using purposive sampling based on their travel experience. The results indicate that destination image and visitor image congruity significantly influence revisit interest, while the motivation sub-variables novelty-seeking and escape showed different outcomes. The escape sub-variable had a significant affect, whereas novelty-seeking did not show a significant affect. These findings highlight that tourists interest in returning is more strongly influenced by the congruity between self-image and perceived destination image. This study provides important implications for tourism stakeholders, particularly destination managers in Yogyakarta, to enhance positive destination imagery and design programs aligned with key tourist motivations. The research also lays the foundation for future studies exploring currently insignificant factors.
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