STUDY ON DESTINATION IMAGE, SATISFACTION, TRUST AND BEHAVIORAL INTENTION

The purpose of the study was to develop understanding about the influence of Destination image, and satisfaction towards pada trust and behavioral intention in the tourist village in Sleman, Yogyakarta. The sampes of the study were the domestic tourists whose ages were between 18 and 35 years old. The method of analysis was Generalized Structured Component Analysis (GSCA) in order to analyze the correlation between Destination image as well as satisfaction and trust as well as behavioral intention. The findings show that Destination image had significant influence towards trust, satisfaction had significant influence towards trust, Destination image did not have significant influence towards behavioral intention, satisfaction did not have any significant influence towards behavioral intention and trust did not have significant influence towards behavioral intention. It also showed that satisfaction had indirect influence towards behavioral intention through trust. It was expected that further study may explore the role of trust towards tourism village in Indonesia. It is important to conduct further studies where data are taken from several tourism villages in Indonesia. The findings indicated that there was correlation between Destination image, satisfaction, and trust; these three had influence towards behavioral intention in the future. At last, trust played important role in tourism village.