The Influence of Destination Image on Tourist Satisfaction and Revisit Intention (Study of Generation X, Y, And Z Tourists at Canggu Beach, Bali, Indonesia)

Revisit intention is an important concept in maintaining the sustainability of a destination in the future. This study aims to examine and discuss the effect of Destination Image (DI) on Tourist Satisfaction (TS) and Revisit Intention (RI). The study was conducted on tourists who had visited the Canggu tourist attraction, Bali, Indonesia. The number of respondents was 150 people selected using the purposive technique. Data processing used Smart-PLS. The results showed that DI had a significant effect on TS and RI. TS had a significant effect on RI. There were differences in the influence between variables based on generation groups. In Generation X, Destination Image had a significant effect on Tourist Satisfaction and Revisit Intention, and Tourist Satisfaction also had a significant effect on Revisit Intention. In Generation Y, DI still had a significant effect on Tourist Satisfaction and Revisit Intention, but Tourist Satisfaction did not have a significant effect on Revisit Intention. Meanwhile, in Generation Z, Destination Image had a significant effect on Tourist Satisfaction, but did not have a significant effect on Revisit Intention. In addition, Tourist Satisfaction also does not have a significant effect on Revisit Intention.