The Influence of Safety, Promotion and Trust towards Image, Satisfaction and Loyalty (The Study on Domestic Tourist at Samosir Regency in North Sumatra Province)

This research aims to analyze and explain variables that affect the destination image, tourist satisfaction and tourist loyalty by using the approach of consumer behavior theory in tourism services. The survey method uses a questionnaire to obtain data from 204 tourists who visit Samosir Regency include Lake Toba that surrounds it. Data analyzed by using descriptive statistics and Structural Equation Modeling (SEM). This research hos six findings; four new relationships among the variables which show the significant direct influence and two findings show the influence which is not significant and different from the previous researches. The findings are: 1) safety traveled has the significant direct influence towards tourists satisfaction, 2) safety traveled has significant direct influence towards tourists' loyalty, 3) tourism promotion has significant direct influence towards the image of destination and 4) tourism promotion hos significant direct influence towards tourists' loyalty, also 1) the image of destination has insignificant influence towards tourists' satisfaction and 2) the image of destination has insignificant influence towards tourists' loyalty. Practical contribution for tourism organizers tries to increase the tourists' image, satisfaction and loyalty. The further research can extend this research by adding the relationship between safety traveled and trust tn destination with destination image, also the relationship between tourism promotion and tourists' satisfaction