The Influence of Destination Image and Price on Tourist Satisfaction

Abstract

This study aims to analyze the influence of destination
image and price on tourist satisfaction at Floating Market
Lembang, a popular tourist destination in Bandung known
for its unique concept of a floating market, natural
atmosphere, and various attractions and facilities. In this
study, destination image refers to tourists' perceptions of
the attractiveness, beauty, and facilities of the destination,
while price relates to tourists' perceptions of the price
appropriateness in comparison to the quality of services
received.
The research method used is quantitative, with data
collected through questionnaires distributed to tourists who
have visited Floating Market Lembang. The data analysis
technique employed is multiple linear regression to
determine the extent to which destination image and price
variables influence tourist satisfaction.
The results show that destination image and price
significantly affect tourist satisfaction. Destination image
has a greater positive impact compared to price. This
indicates that tourists' perceptions of the quality and
attractiveness of the destination play a crucial role in
determining their satisfaction levels. In conclusion, Floating
Market Lembang management should continuously
enhance the destination's image and ensure that the prices
offered are in line with the quality of services provided to
increase tourist satisfaction.