The Effect of Destination Image and Pull Factors on Tourist

Satisfaction and Its Implications on the Intention to Return to the

Lake Toba Area of North Sumatra

Ronnie Togar Mulia Sirait

, Paham Ginting

, Arlina Nurbaity Lubis

, and Yenni Absah

Doctoral Program of Management Sciences, Faculty of Economics and Business, Universitas Sumatera Utara, Padang

Bulan, Medan 20155, Indonesia.

Program Study of Management Faculty of Economics and Business, Universitas Sumatera Utara, Padang Bulan, Medan

20155, Indonesia

Keywords: Destination Image, Intention to Return, Pull Factors, Tourist Satisfaction

Abstract: The respondents of this research was 222 adults. Analysis technique uses structural equation modeling.

Results of the study, namely: image of a tourist destination has a direct, insignificant, and adverse effect on

tourist satisfaction: portrait of a tourist destination has a direct, irrelevant, and negative impact on the interests

of tourist return visits; Pull factors have an immediate, substantial and positive impact on tourist satisfaction;

Pull factors have an immediate, substantial and positive impact on the interests of tourist return visits; Tourist

satisfaction has an immediate, substantial, and positive impact on the importance of returning tourists; image

of the destination has an insignificant indirect effect, and negatively affects the intention to return to the Lake

Toba region through tourist satisfaction; Pull factors have an indirect and significant positive impact on the

plan to visit again through tourist satisfaction.

1 INTRODUCTION

1.1 Background

Lake Toba, which is one of the leading destinations

in Indonesia, has yet to show a positive performance

in increasing the country's income or foreign

exchange. As we know, Lake Toba is one of the

natural wonder sites. A beautiful lake created by the

eruption of ancient mountains and is well known to

foreign countries. Utilizing its beauty and fame, Lake

Toba often holds various events, both national and

international scale that are often packaged together

with the private sector. According to data released by

the World Tourism Organization (WTO), the world

tourism industry is expected to continue to grow to

reach 4.3 percent per year until 2020. The WTO states

that in 2010, the number of tourist arrivals amounted

to 1.046 billion people and is expected to continue to

increase to become 1.602 billion people in 2020.

Some of them, or 438 million people, will travel in

the East Asia and Pacific region every year.

A study conducted by (Chi et al. 2008), on the

tourism industry found that the image of a tourist

destination had a direct influence on tourist

satisfaction. (Khansa et al. 2016), destination image

influences satisfaction, satisfaction variable

influences the intention to revisit, satisfaction

variable acts as a mediating variable indicating the

indirect effect of destination image on revisit

intention.

Research conducted by Astini et al. at Carita

Pandeglang Beach in Banten in 2015, produced

findings that destination image did not affect on

visitor satisfaction. (Umaymah, 2017) Pull

motivation has a significant effect on tourist

satisfaction. (Irianto et al. 2017) Pull factors influence

destination satisfaction and return interest.

Previous researchers always researched both push

and pull factors. No one has carried out separate push

or pull factors research. On this occasion, separate

pull factors research was carried out, not together

with push factors. This aspect is the novelty in this

research.

1.2 Formulation of the Problem

Mulia Sirait, R., Ginting, P., Lubis, A. and Absah, Y.

The Effect of Destination Image and Pull Factors on Tourist Satisfaction and Its Implications on the Intention to Return to the Lake Toba Area of North Sumatra.

DOI: 10.5220/0009329106370648

In Proceedings of the 2nd Economics and Business International Conference (EBIC 2019) - Economics and Business in Industrial Revolution 4.0, pages 637-648

ISBN: 978-989-758-498-5

 2021 by SCITEPRESS – Science and Technology Publications, Lda. All rights reser ved

637

1. Does the image of a tourist destination directly

and significantly influence tourist satisfaction?

2. Does the image of the tourist destination directly

and significantly influence the interest of tourist

return?

3. Does pull factors directly and significantly

influence tourist satisfaction?

4. Do pull factors have a significant and direct effect

on the interest of tourist return visits?

5. Does tourist satisfaction have a direct and

significant effect on the interests of tourist return

visits?

6. Does the destination's image have an indirect and

significant effect on the intention to return to the

Lake Toba region through tourist satisfaction?

7. Does pull factors have an indirect and significant

effect on the intention to visit again through

tourist satisfaction?

1.3 Research Objectives and Benefits

1.3.1 Research Purposes

This research aims to test and discuss:

1. Direct influence of destination image on tourist

satisfaction

2. The direct influence of the destination's image on

the intention to visit again

3. Direct influence of pull factors on tourist

satisfaction

4. The direct influence of the pull factor on the

intention to visit again

5. Direct influence of tourist satisfaction on the

intention to visit again

6. The indirect effect of the destination's image on

the intention of visiting again through tourist

satisfaction

7. The indirect effect of the pull factor on the

intention to visit again through tourist satisfaction

1.3.2 Benefits of Research

1. As material to increase knowledge for academics

and as a literature study on the influence of

Tourism Destination Imagery, and Pull Factors,

on Visitor Satisfaction and Returning Interest in

Lake Toba in North Sumatra.

2. As literature material for practitioners to choose

the field of cooperation with the parties interested

in the development of tourism in the Lake Toba

region.

3. As one of the references/literature for

practitioners to make policies relating to the

tourism development strategy of the Lake Toba

region.

4. The next researcher can re-examine the constructs

mentioned above in the future

5. Researchers can then add other independent

variables that are suspected of having influence in

increasing satisfaction and interest in visiting the

Lake Toba area of North Sumatra.

2 LITERATURE REVIEW

2.1 Theory

2.1.1 Destination Image

(Richarson et al. 2004), Definitions of Destination

Image is the feelings, impressions, opinions, and

emotions about a place people have who develop with

time. (Tasci et.al, 2006), Destination image is an

individual's perception of destination characteristics

that can be influenced by promotional information,

mass media, and many other factors.

(Lawson, et al. 1998), states the concept of

destination image as an expression of all objective

knowledge, prejudice, imagination, and emotional

thoughts of an individual or group about a particular

location.

(Baloglu, 1999), explains destination image

consists of two components. These are cognitive

images and affective images. While cognitive image

reflects the information or belief a person has about a

destination, affective image portrays the emotions or

feelings a person about a destination. (Richardson, et

al. 2004) The cognitive component generally emerges

as a result of an assessment of the physical

characteristics of a place and the people living there

and the events which took place. The affective

component emerges as a result of an assessment of

emotions which is inspired by a place in people and

the meaning it has. The general image of a destination

is established as a result of a cognitive and affective

assessment of the destination.

(Artuger, et al. 2013), Perceptions of destinations

include Cognitive images (Natural Attractions,

General infrastructure, Atmosphere, Social

Environment, and Value for Money) and Affective

images (lively area, exciting area, and pleasant area).

2.1.2 Pull Factors

(Khuong, et al. 2014), Attractive factors are tangible

resources and tourists' perceptions and expectations

of features, attractions, or attributes of a particular

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destination. (Jackson, 1997), Pull factors for a person

to travel include: climate location, national

promotion, retail advertising, wholesale marketing,

special events, incentive schemes, visiting friends,

visiting relatives, tourist attractions, culture and

natural environment & human-made environment.

Crouch in (Kassean, et al. 2013), The pull factors

are service infrastructure and destination

environment. Service infrastructure consists of: (1)

Transportation and travel services, namely services in

the field of travel and transportation for tourists such

as highways, railroads, airports, sea and terminals or

stations; (2) Accommodation services, namely

services in the field of accommodation /

accommodation services for tourists; (3) Recreation

and attraction services, namely facilities and services

when organizing tourist and recreational attractions

for tourists; (4) Shopping services, namely facilities

and services provided for shopping activities for

tourists; and (5) Food and beverage services, namely

facilities and services provided by destinations with

various food and beverage offerings for tourists.

2.1.3 Tourist Satisfaction

(Khuong et al. 2014), destination satisfaction is the

satisfaction of destination destinations based on the

comparison of their expectations before traveling and

a description of the target with their experiences after

traveling. (Sumada, 2012) Customer Satisfaction is

the Comparison between expectations of perceived

experience (perceived/received).

Satisfaction can be known after the customer uses

or consumes a service. Hawkins and Lonney

(Tjiptono, 2014: 101), Customer satisfaction is

measured through relevant indicators. Indicators of

customer satisfaction include the suitability of

expectations, interest in revisiting, and willingness to

recommend. (Autotask, 2017), Six indicators of

customer satisfaction that must be tracked by business

brands to measure customer satisfaction, namely:

Consumer expectations vs. perception; The

possibility of recommending a friend; Consumer

experience vs. ideal experience; Overall satisfaction;

Impact and meaning of happiness; The desire for

repeat transactions.

2.1.4 Intention to Return

Interest (intention) is a statement of attitude about

how someone will behave in the future. (Fishbein et

al. 1975), in (Huang et al. 2015), argues that the

intention to visit again is the willingness of tourists to

re-visit the same destination. Whereas (Cole et al.

2004), (Stylos et al. 2016), defines the intention to

visit again as the desire to visit the same destination

for the second time in a certain period.

Miller, et al. in (Basiya et al. 2012), defines the

interest in revisiting is a person's mental state that

reflects a plan to take several actions within a certain

period. Engel, et al. in Ali Hasan (2008: 84), argues

that customer loyalty is a habit of repetitive buying

behavior, high relevance, and involvement in his

choice, and it’s characterized by external information

seeking and alternative evaluation. Indicators of

customer loyalty according to (Kotler et al. 2006; 57),

are Repeat Purchase (commitment to product

purchases); Retention (Resistance to negative

influences about the company); referrals (refer to the

total essence of the company).

Source: Develop by researcher, 2019

Figure 1. Conceptual Framework

Desti

nation

Pull

Factors

Tourist

Satisfaction

Revisit

Intention

The Effect of Destination Image and Pull Factors on Tourist Satisfaction and Its Implications on the Intention to Return to the Lake Toba

Area of North Sumatra

639

2.2 Conceptual Framework

(Coban, 2012), tourist destinations often also raise

hopes or expectations in the minds of tourists. A

famous and famous tourist destination can be a

motive for tourists to travel. This tendency of rational

behavior, illustrates that there is a relationship

between travel motives, choices made, and

satisfaction.

(Kozak et al. 1999), that determining the

dominant attributes of a tourist destination is very

important to measure the level of overall satisfaction

of tourists so that it raises the intention to come back

to the tourist destination. (Meng et al. 2008),

Attributes of tourist destinations have a vital role in

evaluating tourists about their attractiveness, image,

and satisfaction with specific tourist destinations.

(Chi et al. 2008), Destination image also Affects

the behavioral intention of tourists. According to

(Tasci et al. 2007), destination image affects many

consumer behaviors such as the intention to revisit,

recommend, or revisit a destination. (Chi et al. 2008),

have also suspected that a positive image has an

impact on tourist satisfaction and the behavioral

intentions of tourists. (Dick et al.1994) indicate that

the image of a destination has a positive effect on the

attitudes of consumers and thus establishes loyalty.

(Bigne et al. 2001) One crucial factor that

influences the intention of a return visit is satisfaction.

(Kim et al. (2011) Satisfaction is the deciding

component of tourists visiting again. (Baker et al.

2000) And (Tian-Cole et al. 2002), which states that

satisfaction is a good predictor of visitor return

behavioral intentions.

2.3 Hypothesis

1. The image of a tourist destination has a direct and

significant effect on tourist satisfaction

2. The image of a tourist destination has an

immediate and significant impact on the interest

of tourist return.

3. Pull factors directly and significantly influence

tourist satisfaction

4. Pull factors have a substantial and direct impact

on the benefits of tourist return visits

5. Tourist satisfaction has an immediate and

significant impact on the benefit of returning

tourists

6. The destination image has an indirect and

significant impact on the intention to return to the

Lake Toba region through tourist satisfaction

7. Pull factors have an indirect and significant

impact on the plan to visit again through tourist

satisfaction

3 RESEARCH METHODS

3.1 Types of Research

(Sekaran et al. 2013:98), said that this type of research

is causal research, namely research that measures the

independent variables and the dependent variable.

(Malhotra, 2012: 108), Causal research (causal

research) is a study in which the influence of

independent variables on associative variables is

measured through a hypothesis testing based on data

in the field

Location and Time Research

The location of this research was carried out in the

Lake Toba area, including Toba Samosir, Samosir,

Simalungun, North Tapanuli, Karo, Humbang

Hasundutan, and Dairi districts. Primary data

collection was carried out in July 2018.

3.2 Population and Sample

3.2.1 Population

(Sugiyono, 2008: 115), population is a generalization

area consisting of objects or subjects that have certain

qualities and characteristics determined by

researchers to be studied and then draw conclusions.

This research is related to the image of destination,

driving factors, and pull factors. The population in

this study came from the number of domestic tourists

as many as 1,330,111 people and foreign tourists as

many as 107,590 people who visited the Lake Toba

tourism area in 2017.

3.2.2 Sample

(Sugiyono, 2014: 215), the sample is part of the

number and characteristics possessed by the

population.

Sampling Area

Samosir, Simalungun, and Tobasa are justified as

research sample areas. The total number of domestic

tourists visiting the three regions in 2017 totaled

622,273 foreign tourists and 76,497 foreign tourists.

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Table 1: Number and Distribution of sample areas

No Tourist Cate

Sam

le Area

(

Person

)

Ratio Percenta

1 Foreign Tourist 76 497 11% 1,1

2 Domestic Tourist 622 273 89% 8,9

3 Σ 698 770 100%

Source: BPS, 2018

Purposive Sampling

Determination of the number of samples in this study

considers the analysis technique used. (Wijaya, 2009:

10) and (Santoso, 2017: 70), the number of samples

that must be met if using a structural equation model

(SEM) analysis is at least five times the number of

indicators. In this study, there were 37 (thirty-seven)

indicators. The researcher decides for each indicator

should have 6 (six) samples. The total number of

samples was 222 tourists (6 x 37 people).

Proportional sampling

The proportion of archipelago tourists is 11%, and

foreign tourists are 89%. The distribution of samples

by type of traveler is presented in Table 2.

Table 2: Number and Distribution of SEM samples

No Tourist Category % Proportion of Travelers Proportion of Samples

)

1 Foreign Tourist 11% 24

2 Domestic Tourist 89% 198

3 Σ 100% 222

No Tourist Category % Proportion of Travelers Proportion of Samples

(people)

1 Foreign Tourist 11% 24

2 Domestic Tourist 89% 198

3 Σ 100% 222

Source: Processed from Table 1, 2019.

The number of Indonesian tourist respondents is

198 people (89% * 222 people). The number of

foreign tourists is 24 people (11% * 222 people),

aged> 17 years and is visiting the Lake Toba region.

Accidental Sampling

When the questionnaire was distributed at the

research location, random sampling would be used.

So anyone who is foreign tourists or local tourists

who meet in the field werw used as respondents.

Appropriate respondent remains sought until the

number matches.

3.3 Data collection Technique

Data accuracy and objectivity require relevant data

collection techniques. Two data collection techniques

were applied in this study, which are survey and

documentation procedures. Primary data is collected

through survey techniques which include

observation, questionnaire, or interview. Secondary

data collection used documentation techniques

3.4 Data Types and Sources

The types of data collected to support the variables

studied are:

3.4.1 Primary Data

Primary data come from tourist opinion about

destination image, pull factors, tourist satisfaction,

and intention to visit again. Their opinions were

obtained by distributing questionnaires to domestic

tourists and foreign countries.

3.4.2 Secondary Data

Secondary data needed in the study is related to

reports on the development of tourists, the tourism

industry and tourism destinations in North Sumatra

specifically the Lake Toba region from the Central

Bureau of Statistics, the Office of Tourism and

Culture, and other government offices and other

relevant agencies. Secondary sources also come from

periodicals such as magazines, newspapers, and

others. Textbooks, scientific journals, proceedings,

the results of the symposium, and websites are

The Effect of Destination Image and Pull Factors on Tourist Satisfaction and Its Implications on the Intention to Return to the Lake Toba

Area of North Sumatra

641

sources of theory, previous research, conceptual

framework, and various methodologies in research. It

should be added that multiple official reports related

to research which were obtained via the internet

(URL).

3.5 Measurement and

Operationalization of Variables

3.5.1 Measurement of Variables

This study uses measurements on a scale of 1-7. This

justification is expected to produce more detailed

data. A higher scale range is expected to provide more

optimal results compared to a lower scale range.

3.5.2 Operationalization of Variables

Destination Imagery consists of Emotional /

Affective and Functional Image / Cognitive Image.

Next, the affective images are elaborated to: Lively

Toba Lake Area (living area) X11; Exciting Toba

Lake Area (Interesting area) X12; Pleasant Toba Lake

Area (Comfortable / pleasant area) X13. Cognitive

imagery is broken down into: Natural Attractions

X21; General infrastructure X22; Atmosphere X23;

Social Environment X24; Value for Money X25.

Pull factor operated into: Location climate Xc1;

National promotion Xc2; Retail advertising Xc3;

Special events Xc4; Incentive schemes Xc5; Visiting

relatives Xc6; Tourist attractions Xc7; Culture Xc8;

Natural environment & man-made environment Xc9.

Tourist satisfaction is technical: Consumer vs.

Customer Expectations Ya 1; Conformity

expectations Ya2; Getok positive infection Ya3;

Overall satisfaction Ya4; Influence and meaning of

satisfaction Ya5.

Interest in the return visit was operationalized to:

Commitment and positive attitude Yb1; Enthusiasm

for introducing Yb2; Refer to the total existence of

the tourist destination to others Yb3; Immunity to

Yb4 competitors' pulls

3.6 Analysis Techniques

The analysis technique used in this research is the

Structural Equation Model (SEM). Data processing is

assisted by the Analysis of Moment Structure

(AMOS) computer program. (Santoso, 2017), SEM is

a multivariate statistical technique which is a

combination of factor analysis and regression

analysis (correlation), which aims to examine the

relationships between variables that exist in a model,

both between indicators with their constructs, or

relationships between constructs.

4 RESULT AND DISCUSSION

4.1 Measurement Model

The hybrid model of the influence of the destination

image and the pull factors on tourist satisfaction and

its implications on the intention to visit tourists is

developed from measurement models. Model

measurements must be checked first. Are the

Indicators as a reflection of the construct fulfilling?

(Hair et al. 2008), Composite reliability measures the

real value of a construct's reliability. Cronbach's alpha

Rule of thumb and composite reliability must be

greater than 0.7, although 0.6 is acceptable.

Inspection of 4 (four) measurement models,

whether the indicators that reflect have met the

criteria. Only constructs pull factors with nine

indicators, eliminated 1 to 8 indicators. The other

three constructs are still indicators

4.2 Structural Model

An initial structural equation model generated after

inputting raw data into the Amos application

software. Initial model testing refers to the Goodness

of fit Index cut-off. It turned out that the initial model

did not meet the cut-off measurements. Therefore

modifications must be made to meet the GOF. A

complete estimation diagram for the model after

modification presented in Figure 2.

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Source: Processed from the raw data matrix, 2019

Figure 2 Modified Complete Structural Model

Goodness of Fit Index (GOF) cut off counts of 11

criteria. GOF estimator model compared with the cut

off value. The next step is to justify. See table 3

Table 3: Modified goodness of fit index hybrid models

No. Goodness of Fit Index (GOF) Cut Off Value GOF Model

Pendu

Justification

1 Chi-Square (

)/ Probabilities > 0.050 0.096 Good

2 CMIN/DF

 2.000

1.123 Good fit

3 Goodness-o

it Index(GFI) > 0.900 0.920 Good

4 Root mean square error of

approximation (RMSEA)

≤ 0.080

0.024 Good fit

5 Tucker-Lewis Index (TLI) or Non-

Normed Fit Index (NNFI)

> 0.900 0.991 Good fit

6 Normed Fit Index (NFI) > 0.900 0.943 Good

usted Goodness o

Fit Index (AGFI) > 0.900 0.887 Good

ncremental Fit Index (IFI) > 0.900 0.993 Good

9 Comparative Fit Index (CFI) > 0.900 0.993 Good

10 Parsimonious Goodness of Fit (PGFI) > 0.000 (the

er, the bette

)

0.654 fit

11 Parsimonious Normed Fit Index (PNFI) > 0.000 (the

,the bette

)

0.726

Source: Processed from the raw data matrix, 2019

The Effect of Destination Image and Pull Factors on Tourist Satisfaction and Its Implications on the Intention to Return to the Lake Toba

Area of North Sumatra

643

All estimation results for each model fit are better

than the cut-off threshold. Based on the cut-off size,

the estimator model is good. The structural estimator

model can be used to estimate the distribution of

observation data.

The estimator model diagram in Figure 2 can be

presented mathematically, referring to the construct

coefficients in table 4. The appearance of the model

is concise and simple. Mathematical equation consists

of 2 structural equations, namely: Equation 1. Ya = -

0.038Xa + 0.835Xb; Equation 2. Yb = -0.037Xa +

0.442Xb + 0.596Ya.

Equation 1: A change in 1 unit of the destination

image interval has a direct effect on the change of

0.038 units of tourist satisfaction in the opposite

direction. Increasing the image of the destination

results in a decrease in tourist satisfaction. With a

note of constant pulling factors. A change in one pull

factor interval unit directly results in a change of

0.835 tourist satisfaction units. In this equation, a

determinant coefficient (Squared Multiple

Correlations) obtained of 0.692 or 69.2% (see table

5). Changes in the two independent variables of the

destination image and the pull factor can explain

changes in the variant bound to tourist satisfaction.

SMC of 0.692> 0.5. Equation Model 1 is feasible or

acceptable.

Squared Multiple Correlations in equation 2 is

0.985 (see table 5). Changes in the dependent variable

variant (intention to revisit) by 98.5% which can be

explained by changes in the independent variable

modification (destination image, attractor factors, and

tourist satisfaction).

Table 4: Standardized Regression Weights:(Group number 1 - Default model)

Estimate

Ya <--- Xa -0.038

Ya <--- Xb 0.835

Yb <--- Ya 0.596

Yb <--- Xa -0.037

Yb <--- Xb 0.442

Source: Processed from the raw data matrix, 2019

Table 5: Squared Multiple Correlations: (Group number 1 - Default model)

Estimate

Ya 0.692

Yb 0.985

Source: Processed from the raw data matrix, 2019

4.3 The Significance of each

Contractor Estimator Model

The t-value is used to test the hypothesis with a

significance level of 0.05. This value in the Amos

program is a critical ratio (C.R) value in regression

weight: (Group number 1 - Default model) of a model

that is already fit. If the value of the critical ratio

(C.R) ≥ 1.96 or the probability value (P) ≤ 0.05 then

H0 is rejected (H1 research hypothesis is accepted).

Table 6: Regression Weights: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

Ya <--- Xa -0.021 0.024 -0.887 0.375

ar_1

Ya <--- Xb 0.441 0.044 9.938 ***

ar_2

Yb <--- Ya 0.923 0.130 7.103 ***

Yb <--- Xa -0.032 0.025 -1.274 0.203

Yb <--- Xb 0.361 0.072 5.038 ***

Source: Processed from the raw data matrix, 2019

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644

The direct effect of changing the destination

image on tourist satisfaction P = 0.375 or CR = -

0.887 means it is not significant. See columns P and

CR in table 6. The direct effect of changes in pull

factors on tourist satisfaction P = *** is substantial.

The immediate impact of changes in tourist

satisfaction on changes in the intention to revisit P =

*** is substantial. The immediate impact of the

change in destination image on the change in

intention to revisit P = 0.203 is not substantial. The

direct effect of changes in the pull factor on the

intention to revisit P = *** is significant. The effect

of changing the image of the destination on tourist

satisfaction is insignificant or virtually no effect.

Likewise, the effect of changing the destination's

image on the intention to revisit is insignificant or can

be called no effect. The effect of the other third

relation is significant.

4.4 Direct Influence.

4.4.1 The Direct Influence of Destination

Imagery on Tourist Satisfaction in the

Lake Toba Region

Destination imagery influences directly with no

significant tourist satisfaction, but in the opposite

direction. This change is relatively small, so it does

not affect tourist satisfaction. We could saw the

magnitude of the direct impact in table 7.

Suzan Oboban (2012) research results, cognitive

and emotional image Affect satisfaction. (Khansa et

al. 2016) The positive effect between destination

images partially on tourist satisfaction. (Mulyana et

al. 2016) The quality of service and the image of each

destination directly influence the satisfaction and

intention to visit again. The three previous research

results are not in line with the results of the author's

research. The three previous studies showed that

destination image has a significant effect on tourist

satisfaction.

4.4.2 The Direct Influence of Pull Factors on

Tourist Satisfaction in the Lake Toba

Region

Pull factors have a direct and significant effect on

tourist satisfaction, besides the same direction. The

increase in pull factors will have a direct impact on

increasing tourist satisfaction. Improvements or

improvements to the elements of Location climate,

Retail advertising, Special events, Incentive schemes,

Visiting relatives, Tourist attractions, Culture, and the

Natural environment & man-made environment have

a direct impact on improving the following

components: Consumer vs. Customer Expectations;

Conformity of expectations; mouth to mouth positive

communication; Overall satisfaction; Influence and

meaning of satisfaction. Vice versa.

The most influential factor in pull factors is

Culture. On the other hand, the most potent

component of tourist satisfaction is overall

satisfaction. The impact of these two components is

the most important compared to the elements in the

community in the change of the two constructs.

Table 7: Standardized Direct Effects (Group number 1 - Default model)

Xb Xa Ya Yb

Ya 0.835 -0.038 0.000 0.000

Yb 0.442 -0.037 0.596 0.000

Source: Processed from the raw data matrix, 2019

Three results of research that support namely (Rai

et al. 2016), motivation variable towing (pull factor)

significantly affected the satisfaction. (Wicaksono,

2018) Pull motivation has a significant influence

toward tourist satisfaction; (Irianto et al. 2017) Pull

factors influence tourist satisfaction.

From this research (Rai et al. 2016), the pull

factors indicators include: (1) take advantage of

vacation or leisure time, (2) transportation has grown

especially to Bali, (3) the prices in Bali, (4) the nature

of Bali, (5) various types of food and beverage in Bali,

(6) the facilities and services for hotels in Bali, (7)

health facilities in Bali, (8) the ease and service of the

immigration procedures, and (9) the proximity from

the country of origin. Several different indicators with

this study are prices, immigration procedures, and

visiting relatives. Although the constructs are the

same, the indicators that reflect the pull factors

construct may not be the same. However, the context

is no different, namely describing various factors in

tourist destinations that encourage tourists to travel to

these locations.

Wicaksono's research respondents are Muslim

Tourists in Yogyakarta, Central Java. The analysis

technique uses PLS (partial least square). This

method does not consider residues, contrast to

Maximum likelihood which finds residuals in

processing observational data. Respondent research

The Effect of Destination Image and Pull Factors on Tourist Satisfaction and Its Implications on the Intention to Return to the Lake Toba

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(Irianto et al. 2017), namely 400 archipelago tourist

park Borobudur temple. The type of descriptive

research and causality are the same as the type of

research the author. The number of research

respondents in the Borobudur temple is twice as large.

4.4.3 The Direct Influence of Tourist

Satisfaction on the Intention to Visit

Again

Tourist satisfaction has a significant direct effect on

the intention to return to the Lake Toba region of

northern Sumatra. The direct impact is unidirectional.

Changes in tourist satisfaction will directly change

the intention of tourists visiting again with no

different direction. Increasing tourist satisfaction will

increase their intention to come back to the Lake Toba

region. And vice versa. Tourist satisfaction is

reflected with: Consumer vs. Customer Expectations;

Conformity of expectations; Mouth to mouth positive

communication; overall satisfaction; Influence, and

meaning of satisfaction. The intention of the return

visit reflected by the following intentions:

Commitment and positive attitude; Enthusiasm to

introduce; refer to the entire existence of the tourist

destination to others; Immunity to the attraction of

competitors. Positive transmittance plays the most

significant part in reflecting tourist satisfaction. The

enthusiasm to introduce the highest part demonstrates

the intention of a return visit. The two indicators are

the most influential in changing the intention of the

return visit as a direct impact of tourist satisfaction.

The results of (Samsudin et al. 2016), (Khansa et

al. 2016), (Mulyana et al. 2016), support the results of

the author's research. Tourist satisfaction has a

significant effect on the intention of returning

tourists. Even though the destination is different and

respondent is not the same, the results of the study

remain the same. Therefore the concept that states

tourist satisfaction will increase the intention of return

visits getting stronger.

4.4.4 The Direct Influence of the

Destination's Image on the Intention to

Visit Again

Destination image has no significant direct effect on

the intention to visit again; besides, the direction is

negative. Changes in the destination's image have a

direct impact, not in the direction of the intention of a

repeat visit. If the destination image is getting better,

the intention of the repeat visit does not immediately

increase. The coefficient is relatively small so that the

effect is often ignored or called no effect.

(Samsudin et al. 2016) research results show that

the image of destination and tourist satisfaction

significantly influence the intention of tourists to

return. (Mulyana et al. 2016) The quality of service

and the image of each destination directly influence

the satisfaction and intention to visit again. One of the

conclusions of the two studies is that the destination

image has a significant and positive direct effect on

the intention of a return visit. Both of these results do

not support the results of the author's research.

The object of Samsudin's research is (100)

tourists who have visited Bunaken National Park. The

object of Mulyana et al. research is 114 respondents

of a waterfall tourism park in Bogor. Two different

destinations and respondents were also conducted in

the two studies. It shows that the characteristics of the

two tourist destinations are not the same. The analysis

technique used is also different, namely multiple

linear regression and Structural Equation Modeling

Method with Smart PLS 2.0. The precision of

analytical techniques in processing data can be

modified as a result of different approaches. The

behavior of tourists visiting a region can be different

from tourists who travel to other locations.

4.4.5 The Direct Influence of the Pull Factor

on the Intention to Visit Again

The pulling factor has a direct and significant effect

on tourists' intention to return to the Lake Toba

region. The influence of the two constructs is in the

same direction. Changes in push factors will directly

affect changes in intention to visit again. Increasing

the characteristics of tourist destinations will

immediately lead to an increase in intention to return

to the Lake Toba region. Unlike the image of the

destination that does not affect the intention to re-visit

Lake Toba. An attractive destination will not

necessarily create a positive impression in the minds

of tourists who have traveled to the place. Images

formed when positive reactions planted in their

minds.

(Irianto et al. 2017) Attractive factors influence

tourist satisfaction and interest in returning tourists.

(Basiya et al. 2012), the research directly outlines the

elements of the pull factors from the results of his

research concerning the influence on the intention to

visit again. There are several highlighted: The quality

of natural attraction has a direct and positive impact

toward tourist intention to visit; The quality of

building attraction has a direct and positive impact

toward tourist intention to visit; The quality of

cultural attraction has a direct and positive impact

toward tourist intention to visit; The quality of social

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attraction has a direct and positive impact toward

tourist intention to visit. So not all push factor

components have a direct and significant effect on

tourist intentions to re-visit tourist destinations. Both

research findings support the authors' conclusions in

the Lake Toba tourism area with 222 respondents.

Respondents in the research of Irianto et al. were

400 tourists from the Borobudur Temple tourism

park. This amount is far more than respondents in the

author's research. The analysis technique of Irianto et

al. is Descriptive method and path analysis with

multiple regression. (Basiya et al. 2017) Used

descriptive method and path analysis with multiple

regression. The writer uses the SEM technique with a

maximum likelihood approach.

4.5 Indirect Influence

4.5.1 The Indirect Effect of the Destination's

Image on the Intention to Visit Again

through Tourist Satisfaction

The image of the destination has an indirect and

insignificant effect on the intention of the return visit

through tourist satisfaction, while the direction is also

negative. So either the direct or indirect influence on

the intention of tourists visiting the Lake Toba area

has no effect and is negative.

The direct influence of the image of the tourist

destination on the interest of visiting again has a

construct coefficient of -0.037. The indirect effect on

the two latent variables is also equal to -0.023. See

table 8. There is an increase in the coefficient on the

indirect effect. The variable of tourist satisfaction is

mediating. However, this is less significant because

the influence is too small and is considered non-

existent.

4.5.2 The Indirect Effect of the Pull Factor

on the Intention to Visit Again through

Tourist Satisfaction

The indirect effect of push factors on return intention

through the satisfaction of tourists is significant and

unidirectional or positive. Although directly or

indirectly (through tourist satisfaction), the influence

of the pull factor on the intention of the visit remains

significant and positive. The effect of the two

constructs is shown by the coefficient (Standardized

Direct Effects) of 0.442. The indirect effect is 0.498.

The variable between tourist satisfactions increases

the effect of push factors on the intention of a return

visit to the Lake Toba region. The construct of

traveler satisfaction is called the mediating variable.

Efforts to increase the intention of a return visit will

be better by first increasing tourist satisfaction,

especially the enthusiasm to introduce the Lake Toba

tourism area.

Wicaksono's research results, 2018, support the

results of the author's research, Pull motivation has a

significant influence on destination loyalty through

tourist satisfaction. Destination loyalty is considered

analogous to the intention of visiting again. Tourists

loyalty occurs when the intention arises first. If

loyalty to go to a destination occurs, clearly that

intention is not in doubt.

5 CONCLUSIONS AND

SUGGESTIONS

5.1 Conclusions

1. The image of a tourist destination has a direct,

insignificant, and negative effect on tourist

satisfaction.

2. The image of a tourist destination has a direct,

insignificant, and negative effect on the interests

of tourist return visits.

3. Pull factors have a direct, significant and positive

effect on tourist satisfaction.

4. Pull factors have a direct, significant and positive

effect on the interest of tourist return visits.

5. Tourist satisfaction has a direct, significant, and

positive effect on the interest of returning tourists.

6. The destination image's indirect effect is

insignificant, and negative to the intention to

return to the Lake Toba region through tourist

satisfaction.

7. Pull factors have an indirect and significant

positive effect on the intention to visit again

through tourist satisfaction

5.2 Suggestion

More in-depth review of cognitive and affective

aspects such as Lively Toba Lake Area (Living area,

Exciting Toba Lake Area (Interesting area), Pleasant

Toba Lake Area (Comfortable / pleasant area) Natural

Attractions), General infrastructure, Atmosphere,

Social Environment, and Value for Money These

components do not affect tourist satisfaction and the

intention of tourists to return to the Lake Toba

tourism area.

To increase the intention of tourists to re-visit it is

better first to increase the Consumer vs. Customer

expectations; Conformity of expectations; “Getok”

The Effect of Destination Image and Pull Factors on Tourist Satisfaction and Its Implications on the Intention to Return to the Lake Toba

Area of North Sumatra

647

positive infection; Overall satisfaction; Influence and

meaning of satisfaction for tourists who are or have

been on a picnic to the Lake Toba region.

Compound factors of attractiveness such as

Location climate, National promotion, Retail

advertising, special events, Incentive schemes,

Visiting relatives, Tourist attractions, Culture,

Natural environment and human-made environment

remain essential to be maintained and developed

because of direct and indirect impacts on tourist

satisfaction and their intention to make a repeat visit.

Other researchers in the future can repeat this

research or even expand the constructs that affect

tourist satisfaction and revisit intention to the Lake

Toba region.

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