The Role of Destination Image as Mediation Variable on Tourist Satisfaction: Case Study at Kuta-Bali

Kuta is also a unique destination for various tourists from any kind market segment. Therefore, Kuta considered as a destination that can provide the value to the market segment of tourists who visiting Kuta-Bali. With 31 respondents as a sample, through questionnaires using purposive random sampling method. This study aims to confirm the model of satisfaction who developed by researchers through a review of the scientific literature. The model developed uses four variables namely, Customer Value (CV), the Perceived Image (PI), Destination Image (DI), and Satisfaction (STF) with the destination image as a mediating variable. The analysis technique used in this study is Smart PLS (Partial Least Square), this research is expected to prove a model on tourist satisfaction. Finding in this research shows that the Destination Image (DI) has an influence on Satisfaction (STF) is higher than the influence of Perceived Value (PV) of the Destination Image (DI) for 0.579. and Customer Value (CV) of the Destination Image (DI) of 0.191. Thus Destination Image (DI) is the most dominant variable in influencing Satisfaction (STF). While most dominant variable is the Customer Value (CV) is the smallest estimate the original sample is equal to 0.191. The implication of this research is to find out how the perception of travelers who visit to Kuta. So do anticipate in maintaining and developing the image of Kuta as a tourist destination so as to give satisfaction to the tourists who visiting these destinations with moreover dominated by various market segment of tourists.