The study aims to examine the influence destination image have on tourist visiting intention in the village of Lumpur located at Gunung Raya sub-district, Kerinci Regency, Jambi Province, Indonesia. Similarly, it is also to examine how much the market attractiveness impacts the destination image of rural tourism. Additionally, it set out to also assess the extent to which the support of market attractiveness influences tourist visiting intention through the destination image of the village. This study used a survey method with descriptive and quantitative analysis, and the analytical tool employed is Smart PLS version 3.0 tools. One hundred forty respondents, comprising of both local and foreign tourists, were understudied for the analysis and observations made. The findings showed that market attractiveness has a direct effect on the interests of visitors. Similarly, market attractiveness was established to have a direct impact on tourist’s image. Meanwhile, the destination image also has a direct and significant influence on tourist visiting intention. In conclusion, it was ascertained that the destination image has a substantial effect on the tourist visiting intention, although it has a smaller coefficient of direct influence.
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