Analisis Penerapan Citra Pariwisata dan Nilai Budaya terhadap Peningkatan Minat Kunjung Ulang pada Wisata Sejarah Bukit Siguntang

Historical tourism at Bukit Siguntang in South Sumatra has great potential as a destination rich in cultural values and the history of the Sriwijaya Kingdom. This study aims to analyze the influence of tourism image and cultural values on tourists’ intention to revisit. A quantitative method with a multiple linear regression approach was applied to 100 tourist respondents. The analysis results show that both tourism image and cultural values have a significant effect, both partially and simultaneously, on revisit intention. A determination coefficient of 74.5% indicates that the independent variables substantially explain the variation in revisit intention. These findings underscore the importance of managing tourism image and preserving cultural values to enhance tourist loyalty at historical tourism destinations. Keywords: historical tourism, tourism image, cultural values, revisit intention