Destination Image and Brand Value Increase Willingness to Revisit Among Tourists in Sade Village, Lombok

Natalia Sihombing S.Pd Jumat, Agustus 07, 2026
Illustration by AI
FORMOSA NEWS

Research conducted by Ruswanti Mulyana, Amiartuti Kusmaningtyas, and Sihab Ridwan from the University of 17 August 1945 Surabaya in 2026 reveals that destination image and brand value positively enhance tourists' desire to revisit Sade Tourist Village, Central Lombok, through the mediating role of tourist happiness. This study is crucial because visitor loyalty serves as a primary indicator of a destination's long-term success amid an increasingly competitive global tourism sector.

The global and national tourism industries continuously face challenges in maintaining sustainable tourist visits. Although data shows that visits to Sade Tourist Village experience a significant surge—especially during long holiday periods reaching thousands of visitors per day—destination managers must still understand the core drivers of visitor satisfaction and emotion. Psychological aspects like happiness during travel serve as a crucial bridge connecting a place's perceived quality with travelers' decisions to return.

This quantitative study involved 255 respondents selected through a purposive sampling technique, specifically tourists who had directly visited Sade Tourist Village. The collected data was analyzed using structural equation modeling based on modern software to evaluate the cause-and-effect relationships among the research variables.

The results of the field analysis indicate several prominent key findings:

  • Destination image and brand value provide a direct positive and significant influence on tourist happiness levels, falling into the high evaluation category.
  • Tourist happiness levels prove to have a strong impact on the willingness to revisit, with the variable's average score reaching 4.00 out of a maximum scale of 5.
  • Tourist happiness effectively mediates the relationship between destination image, brand value, and revisit intention.
  • The analytical model notes that 51.4% of the variation in tourist happiness is explained by destination image and brand value, while 68.6% of the variation in revisit willingness is influenced by the combination of destination image, brand value, and tourist happiness.

These findings provide broad practical implications for businesses and cultural tourism management. According to the researchers from the University of 17 August 1945 Surabaya, managers of Sade Tourist Village need to continuously maintain the quality of restaurant services, accommodations, and authentic tourism experiences to maximize visitor happiness. Enhancing reputation and a strong brand value has proven capable of creating emotional bonds that drive long-term loyalty for travelers.

Brief Author Profiles

  • Ruswanti Mulyana – Researcher and academic at the University of 17 August 1945 Surabaya.
  • Amiartuti Kusmaningtyas – Researcher and academic at the University of 17 August 1945 Surabaya.
  • Sihab Ridwan – Researcher and academic at the University of 17 August 1945 Surabaya.

Research Sources

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