Data for: Social Impact Dan Budaya Impact Yang Mempengaruhi Terhadap Destination Image Dan Satisfaction Wisatawan Bahari

The aim of this study was to examine the impact the destination image of Bali, one of the main tourism
centers in Indonesia had on establishing destination loyalty. The sampling group of the study consists
of tourists who visited between the months of June and August in 2018. A survey containing scales
pertaining to destination image and satisfaction was used as a data collection tool for the application
and the collected data were analyzed by benefiting from statistical techniques such as factor analysis,
reliability analysis, arithmetical average, standard deviation, Pearson correlation analysis and
regression analysis. The study concluded that there was a positive and strong affiliation between the
destination image which was reported as positive in general by the participants and destination
loyalty and that cognitive image had a greater impact on establishing destination loyalty than
affective image.

本研究的宗旨在于探究印度尼西亚主要旅游中心之一巴厘岛的目的地形象对其目的地忠诚度形成的影响。研究样本组由2018年6月至8月期间访问的游客组成。本研究采用包含与目的地形象及满意度相关的量表的调查问卷作为数据收集工具，并通过运用如因素分析、信度分析、算术平均数、标准差、皮尔逊相关分析和回归分析等统计技术对收集到的数据进行深入分析。研究结果表明，参与者在总体上报告的积极目的地形象与目的地忠诚度之间存在正面的强烈关联，且认知形象对建立目的地忠诚度的影响大于情感形象。