自從很久以前，旅遊部門已被公認為對國民經濟增長起著重要作用的一個部門。 如今，國家之間的競爭更加緊密。 為了在旅遊和旅遊業中生存，商務旅行必須確定目的地圖像 - 因為目的地圖像對於目的地定位和選擇過程是至關重要的。 目的地圖像將在旅行前，旅行期間和旅行後影響客戶。 一個好的目的地形象將驅使客戶到結果訪問一個特定的目的地，此外，目的地的良好形象將導致遊客更高的滿意度，並將影響旅遊者做再訪的意圖。
根據Gartner（1993）：認知圖像，情感圖像和定向圖像及其與滿意度和行為意圖的關係，本研究的目的是更多地探索具有三個組成部分的整體目標圖像成分的效果 巴厘島，印度尼西亞。 假設檢驗的所有結果顯示認知，情感和傾向對滿意度和行為意圖產生積極影響的積極結果。 滿意也對行為意圖產生積極影響。 Pearson相關的結果表明，conative圖像與行為意圖有很強的關係。
Since a long time ago, the tourism sector has been acknowledged as one sector that contributes a significant role to national economic growth. Nowadays, competition among countries are tighter. To survive on tour and travel industry, business travel has to determine destination image – since destination image is critical to destination positioning and selection process. Destination image will influence customer before, during, and after travel. A good destination image will drive customer to the result to visit one specific destination, moreover, a good image of destination will lead tourists to the higher level of satisfaction and will impact tourist to do revisit intention.
The purpose of this study is to explore more the effect of overall destination image component which is has three components inside, according to Gartner (1993): cognitive image, affective image, and conative image and its relationship with satisfaction and behavioral intention focusing specifically on Bali Island, Indonesia. All results of hypotheses testing shown positive results that cognitive, affective, and conative give positive effect on satisfaction and behavioral intention. Satisfaction also gives positive effect on behavioral intention as well. Result on Pearson’s correlation shown that conative image has strong relationship with behavioral intention.
