Destination Image and Brand Value To Improve Willingness to Revisit Through Tourist Happiness Among Tourists in Sade Tourist Village in Central Lombok, West Nusa Tenggara

Abstract

The present research examines how the image of a tourist destination is perceived. its brand value affect tourists' desire to return, with a focus on how their happiness during the visit plays a role in this process, specifically among tourists at The research was conducted at Sade cultural village, situated in the Central part of Lombok, West Nusa Tenggara. A quantitative research method was employed in this study.that looked at cause and effect. The study focused on individuals, specifically tourists who had visited Sade Tourism Village. The study used a purposive sampling method and included 255 participants in the sample. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach implemented in SmartPLS 4. The findings indicated that Both Destination Image and Brand Value exerted a positive and significant influence on Tourist Happiness. Tourist satisfaction further demonstrates a good and important impact on their desire to come back again. Tourist happiness was found to contribute to how destination image and brand value affect the desire to go back again. These results show that how happy tourists are do a key inside connecting how they see a location and how much they value its brand with their wish to visit again. Based on these results, the management of Sade Tourism Village should keep working on improve destination reputation and its brand worth to make tourists happier and encourage them to visit again.