THE INFLUENCE OF CELEBRITY ENDORSEMENT AND RISK PERCEPTION ON DESTINATION IMAGE AND TOURIST RETURN INTENTIONS

The purpose of this study is to provide an overview of perceived travel risk, celebrity endorsement, destination image, attitude, and intention to return tourists to Bali. The population of this study are domestic tourists who have visited Bali. The sample size used was 170 tourists with a purposive sampling method. The analysis technique used is descriptive analysis. The results showed that the perceived travel risk of tourists visiting Bali is very low. This means that tourists feel the risk of traveling to Bali is very low, while celebrity endorsements and destination image get very good ratings. Likewise, the attitude of tourists visiting Bali is also in the very good category, and their intention to return to Bali is also in the very high category. Therefore, it is important for tourism business managers in Bali to pay attention to perceived travel risk, celebrity endorsements, and destination image in order to build a positive attitude and increase intention to return to Bali