Post Visit Behavior and the Influence of Destination Branding and Destination Image in Geopark Tourism
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Destination Branding, Destination Image, Tourist Satisfaction, Revisit Intention, Global Geopark
Abstract
This study emphasizes the significant role of destination branding elements such as culture, climate, product offerings, and government support in shaping the destination image of Ciletuh-Palabuhanratu Global Geopark. The findings show that infrastructure and people have less impact on destination image, likely due to the nature based appeal of Geopark destinations, attracting younger generations like Millennials and Generation Z, who prioritize adventure over amenities. The results suggest that enhancing product offerings, including diverse accommodations, cultural experiences, and unique natural attractions, is key to improving the destination image and overall tourist satisfaction. Additionally, the study reveals that tourist satisfaction mediates the relationship between destination image and revisit intention, meaning that a positive image alone does not directly lead to revisits. Instead, satisfaction derived from the overall experience shaped by product offerings, cultural identity, and climate determines revisit intention. To strengthen destination image and encourage revisit intention, the study recommends expanding family friendly, star rated hotels and diversifying tourism activities such as hiking, camping, and water sports. Both the public and private sectors should collaborate on these initiatives, with government support playing a critical role in enhancing destination competitiveness. These recommendations align with SDG 8 (Decent Work and Economic Growth), SDG 11 (Sustainable Cities and Communities), and SDG 12 (Responsible Consumption and Production), promoting sustainable tourism, creating jobs, and enhancing regional competitiveness through inclusive development.
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