The Impact of Destination Brand on Revisit Intention and Recommendation Intention in Bali Island

Abstract

This study aims to analyse the influence of Destination Brand towards Revisit Intention and Recommendation Intention with the research object of Bali Island. This study uses two dependent variable and three independent variables. This study uses primary data by distributing questionnaires online. The sample used in this study was 287 respondents. While the data processing method in this study uses the IBM SPSS 26.0 and Smart PLS 3.0 software to perform model tests and hypothesis testing. The result of this study shown that Destination Brand Engagement and Destination Brand Authenticity had a positive and significant effect on Revisit Intention and Recommendation Intention. Meanwhile, Destination Brand Self-Congruence has no effect on Revisit Intention and Recommendation Intention.