ABSTRACT
This study aims to analyze the linkage model of memorable tourism experience, destination image and in tention to revisit value on cultural tourism destinations, in particular Istano Basa Pagaruyung in West Sumatera. The study used an explanatory approach. The samples in this study were 160 domestic tourists visiting Istano Basa Pagaruyung at least one time. The sampling technique used a purposive sampling method with cross sectional time scope. Data were analyzed using Structural Equation Modeling (SEM) using SmartPLS version 2.0. The results showed that the variable of memorable tourism experience significantly influences the destination image. Memorable tourism experience affects the tourist value. Destination image significantly influences the tourist value. The variable of the tourist value has a significant effect on the revisit intention, and the destination image has no effect on the revisit intention. These findings imply that the destination image should be enhanced by building the reputation of Istano Basa Pagaruyung as a unique cultural destination and creating comfort and security.
