Destination image and visitor satisfaction: The role of visitor satisfaction as an intervening variable

The aim of this study was to determine and analyze the influence of cognitive destination image and affective destination image to revisit intention at Tanjung Lesung Beach in Pandeglang, Indonesia. The research method used was quantitative and the population in this research was visitors coming to Tanjung Lesung Beach in 2020 (33,424 people in total). The results showed that both cognitive destination image and affective destination image have a positive and significant impact on tourist satisfaction. Cognitive destination image has no significant effect on the revisit intention. In contrast, the affective destination image has a positive effect of revisiting intention. Tourist satisfaction has a significant positive effect on revisit intention, and it is also an intervening variable. Because cognitive destination image and affective destination image have become the main attraction of visitors when visiting a destination, visitor satisfaction is a component that is usually given priority when visitors intend to revisit.