The Role of Destination Image on Tourists' Revisit Intention to Northern Bali

The decline in domestic tourist visits to North Bali indicates a gap between the region’s tourism potential and tourists’ intention to revisit the destination. This condition is assumed to be related to perceived risk, travel constraints, social influence, and the image formed by tourists toward North Bali. This study aimed to determine the role of destination image in mediating the influence of perceived risk, travel constraints, and social influence on domestic tourists’ revisit intention to North Bali. This quantitative study was conducted in North Bali with a sample of 260 domestic tourists selected through purposive sampling. Data were collected using questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The novelty of this study lies in the development of a tourist revisit intention model by positioning destination image as a mediating variable and integrating Construal Level Theory with the Theory of Planned Behavior. The results show that perceived risk, travel constraints, and social influence have significant direct effects on domestic tourists’ revisit intention to North Bali. The findings also reveal that destination image significantly mediates the effects of perceived risk, travel constraints, and social influence on revisit intention. These results indicate that strengthening destination image can increase the likelihood of domestic tourists revisiting North Bali. The integration of Construal Level Theory and the Theory of Planned Behavior provides a new perspective for understanding tourist behavior in destination management.