Destination Image and Travel Motivation: Impact on Visit Intention, Decision to Visit


  • Anik Lestari Andjarwati Universitas Negeri Surabaya
  • Monika Tiarawati Universitas Negeri Surabaya
  • Tias Andarini Indarwati Universitas Negeri Surabaya



Destination Image, Travel Motivation, Visit intention, Decision to visit


The decision to visit is a series of processes in which tourists become aware of the need, acquire information, evaluate information about tourist attractions, determine alternative options, and make the most suitable decision to visit a tourist destination. The destination image plays a crucial role for tourists in the decision-making process of visiting, and motivation is highly significant as a driving factor for the occurrence of the decision to visit. The research objective is to determine the influence of destination image, travel motivation, and visit intention on the decision to visit. This study employs a quantitative method. Data collection is conducted using a survey method with questionnaires distributed to visitors. One hundred and eleven respondents have completed the questionnaire, and data analysis is performed using Path Analysis. The research findings indicate that the destination image directly influences the visit intention and the decision to visit. Travel motivation does not directly influence the visit intention and the decision to visit. The visit intention can act as a partially mediated mediating variable. This research is based solely on one tourist destination in the Trenggalek Regency, East Java Province, Indonesia, so the results cannot be generalized. The theoretical implications are that the decision-making model for visiting is an interconnected sequence that originates from the destination image in the minds of tourists, travel motivation impacts the visit intention, and the visit intention will impact the decision to visit. While several studies on the influence of destination image on the decision to visit have been conducted, research specifically addressing the influence of destination image and travel motivation on the visit intention and the decision to visit has not been extensively explored


Download data is not yet available.


Andjarwati. Anik Lestari, Noermijati, Sumiati & Ainur Rofiq (2022). The Role of Emotional Bonding in Mediating Destination Image on Tourist Loyalty. Technium Business and Management (TBM) Vol. 2, No. 3, pp.23-37.

Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The Cognitive-Affective-Conative Model of Destination Image: A Confirmatory Analysis. Journal of Travel and Tourism Marketing,30(5), 471-481.

Aprilia, E. R., Sunarti, & Pangestuti, E. (2017). Pengaruh daya tarik wisata dan fasilitas layanan terhadap kepuasan wisatawan di Pantai Balekambang Kabupaten Malang. Jurnal Administrasi Bisnis, 51(2), 16–21

Baloglu, S., and McClearly, K. 1999. ‘A model of destination image formation’, Annals of Tourism Research, Vol 26, pp 868–897.

Baloglu, S. (2000). A path analytic model of visitation intention involving infor- mationsources, socio-psychological motivations, and destination image. Journal of Travel & Tourism Marketing, 8(3), 81- 90.

Basu Swastha Dharmmesta dan T. Hani Handoko. 2000. Manajemen Pemasaran, Analisa Perilaku Konsumen. Yogyakarta: BPFE-Yogyakarta

Bigne, J. E., Sanchez, M. I., & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism management, 22(6), 607-616.

Chen, C.-F. & Tsai, D. 2007. How destination image and evaluative factors affect behavioural intentions? Tourism Management, 28, 1115–1122.

Chi, Christina Geng-Qing and Hailin Qu. 2008. ‘Examining the structural relationships of destination image , tourist satisfaction and destination loyalty?: An integrated approach’.Tourism Management. 29, pp. 624–636.

Chiu, W., Zeng, S. and Cheng, P. S. 2016. ‘The influence of destination image and tourist satisfaction on tourist loyalty?: a case study of Chinese tourists in Korea’. " International Journal of Culture, Tourism and Hospitality Research

Çoban, Suzan. 2012. ‘The Effects of the Image of Destination on Tourist Satisfaction and Loyalty?: The Case of Cappadocia’. European Journal of Social Sciences. pp. 222–232.

Doosti, S., Jalilvand, M. R., Asadi, A., Khazaei Pool, J., & Mehrani Adl, P. (2016). Analyzing The Influence Of Electronic Word Of Mouth On Visit Intention: The Mediating Role Of Tourists’ Attitude And City Image. International Journal of Tourism Cities, 2(2), 137-148. https//

Echtner, C.M. and Ritchie, J.R. 1993. The Measurement of Destination Image: An Empirical Assessement, Journal of Travel Research, Vol. 31, No. 4, pp. 3 -13.

Engel, James., Roger D. Blackwell, Paul. W Miniard. (1994). Perilaku Konsumen. Edisi ke 6 jilid pertama. Jakarta: Binarupa Aksara.

Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of travel research, 30(2), 10-16.

Febriani, Rizky Suci & Aniek Wahyuni. 2016. Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Melalui Minat Beli. Jurnal Ilmu Manajemen. Vol. 5. No 5. ISSN. 2461- 0593

Gartner, W. C. 1993. Image formation process. Journal of Travel & Tourism Marketing, 2(2/3), 191-215.

Hasan, A., & Setiyaningtiyas, N. W. (2015). Pengaruh Electronic Word Of Mouth Pada Media Sosial Facebook Terhadap Keputusan Berkunjung Ke Desa Wisata Nglanggeran Gunungkidul. Journal of Chemical Information and Modeling, 13(1), 224–238

Hosany, S., Buzova, D., & Sanz-blas, S. (2019). The Influence of Place Attachment, Ad-Evoked Positive Affec, and Motivation on Visit intentionI: Imagination Proclivity as a Moderator.

Imam Ghozali. (2016). Aplikasi Analisis Multivariete. Semarang: Badan Penerbit Universitas Diponegoro.

Isdarmanto. (2017). Dasar-Dasar Kepariwisataaan dan Pengelolaan Destinasi Pariwisata. Yogyakarta: Gerbang Media Aksara dan STiPrAm Yogyakarta. Kementrian Pariwisata. 2014. Statistik Profil Wisatawan Nusantara. (Online) (, diakses 05 Agustus 2017).

Khandelwal, U., Bajpai, N., dan Sharma, J.P. 2012. Purchase Intention Of Indian Consumers On Online Travel Buying Decision: A Comparative Study On Metro And Non-Metro. International Journal Of Hospitality & Tourism System, 5(-): 13 22.

Khan, M. J., Chelliah, S., & Ahmed, S. (2017). Factors influencing destination image and visit intention among young women travellers: role of travel motivation, perceived risks, and travel constraints. Asia Pacific Journal of Tourism Research, 22(11), 1139–1155.

Khan, M. J., Chelliah, S., Khan, F., & Amin, S. (2019). Perceived risks, travel constraints and visit intention of young women travelers: the moderating role of travel motivation. Tourism Review, 74(3), 721–738.

Kim, Soon-Ho, Stephen Hollaud and Hye-Sook Hau. 2012. ‘A Structural Model for Examining how Destination Image, Perceived Value, and Service Quality Affect Destination Loyalty: a Case Study of Orlando’. International Journal of Tourism Research.

Kotler, Philip dan Gary Amstrong. 2009. Prinsip-Prinsip Pemasaran. Edisi 12. jilid 2. Jakarta: Erlangga

Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran (13th ed.). Erlangga

Kotler, Philip. (2007) Manajemen Pemasaran. Edisi Kedua Belas. Jakarta: Indeks

Kozak, M & M.Rimmington. 2000. Tourist Satisfaction with Mallorca, Spain, as an off-Season Holiday Destination, Journal of Travel Research, 38 (3), 260-269.

Lupiyoadi, R., & Hamdani, A. (2013). Service Marketing Management. Jakarta

McKercher, B., & Chon, K. (2004). The over-reaction to SARS and the collapse of Asian tourism. Annals of tourism research, 31(3), 716.

Meyers, Koen. (2009). Pengertian Pariwisata. Jakarta: Unesco Office.

Miller, G. A., & Ritchie, B. W. (2003). A farming crisis or a tourism disaster? An analysis of the foot and mouth disease in the UK. Current Issues in Tourism, 6(2), 150–171.

Philips, W., & Jang, S. S. (2007). Destination Image And Visit Intention: Examing The Moderating Role Of Motivation. Tourisem Analysis, 12(4), 319-326.

Pitana, I Gde dan Putu G. Gayatri. 2005. Sosiologi Pariwisata.Yogyakarta: CV Andi Offset.

Quintal, V., & Phau, I. (2015). The Role Of Motive Image And Its Impact On Destination Choice. Tourisem Review, 70(2), 97-115.

Ramadhani, S. A., Kurniawati, M., & Nata, J. H. (2020). Effect of Destination Image and Subjective Norm toward Visit intention the World Best Halal Tourism Destination of Lombok Island in Indonesia. 2020, 83–95.

Reichheld, F. F., & Sasser, W. E. (1990). Zero defeo?ons: Quoliiy comes toservices. Harvard business review, 68(5), 105-111.

Reisinger, Y., & Mavondo, F. (2005). Travel anxiety and intentions to travel internationally: Implications of travel risk perception. Journal of travel research, 43(3), 212-225.

Samimi, A. J., S, S., & Sadeghi, S . (2011). Tourism and economic growth in developing countries: P-VAR approach. Middle-East journal of Scientific Research, 10(1), 28-32.

Setiadi, Nugroho. 2010. Perilaku Konsumen. Jakarta: Kencana.

Schiffman, L. G., & Kanuk, L. L. (2010). Perilaku Konsumen. PT. Indeks Gruop Gramedia

Sri, R., Kennon, L., Josiam, B., & Spears, D. (2012). Exploring Indian Tourists' Motivation And Perception Of Bangkok. Tourismos: AN INTERNATIONAL MULTIDISCIPLINARY JOURNAL OF TOURISM Volume 7, Number 1, Spring-Summer , pp. 61-79


Suryadana, L. M., & Octavia, V. (2015). Introduction to Tourism Marketing. Bandung: Alfabeta.

Suryani, T. (2008). Perilaku Konsumen Implikasi Pada Strategi Pemasaran. Graha Ilmu.

Suwarduki dkk. 2016. Analisis Faktor-Faktor Pembentuk E-WOM dan Pengaruhnya terhadap Minat Berkunjung. Jurnal Administrasi Bisnis. Vol 37. No 2

Suwena, Ketut. 2017. Pengetahuan Dasar Ilmu Pariwisata. Bali: Pustaka Larasan.

Utama, I Gusti Bagus Rai. 2017. Pemasaran Pariwisata. Yogyakarta: Andi Offset., (Online) (diakses 15 juli 2017).

Whang, H., Yong, S., & Ko, E. (2016). Pop Culture, Destination Image, And Visit Intentions: Theory And Research On Travel Motivation Of Chinese And Russian Tourists. Journal Business Research, 69(2), 631-641.

Yoon, Y. and Uysal, M. 2005. ‘An examination of the effects of motivation and satisfaction on destination loyalty?: a structural model’. Tourism Management. pp. 45–56.




How to Cite

Andjarwati, A. L., Tiarawati, M. ., & Indarwati , T. A. . (2023). Destination Image and Travel Motivation: Impact on Visit Intention, Decision to Visit. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 3(3), 1130–1138.

Most read articles by the same author(s)