Mediation Role of Destination Image in Connection With Perceived Value and Costumer Value Toward Satisfaction Tourists (Case Study of Tourism in Sanur Area)

Bali has been imaged as a destination which describes the cultural diversity and its peaceful society. The image was one of the realities of Bali as the island of paradise that inspired many parties as a promising destination for peace and tranquility. It was characterized by unique attribute in each area tourist destinations at Sanur. It can create a Destination Image that was truly authentic in order to achieve the satisfaction of creating value expected by the tourists who visit, so as to form a perceived value rating and increase the value of customers through a destination image, This study aims to determine the perceptual maps of each region as a tourist destination, through the fulfillment of customer satisfaction was driven the value and satisfaction rating was influenced by the overall experience through destination image at Sanur. The populations in this study are foreign tourists who are visiting at Sanur. The study was to use a sample of 30 foreign tourists as respondents. The sampling method was held by purposive sampling method. The analysis technique that used in the study was Smart PLS (Partial Least Square), the findings of this study has a results of the evaluation of the structural model proved the value of Destination Image (0.582) and Satisfaction (0.437). Costumer Value has less significant toward to destination image as a mediation variable toward the satisfaction. Implication of this study has provided some insight of model satisfaction by the destination image as a mediation role.