Hasyim, Esty Pudyastuti
This study aims to contribute to tourism actors in North Sumatra to increase the number of tourists. This new concept is studied with relevant theories and tested in empirical research. This research data was collected by distributing questionnaires and interviews with tourists visiting Lake Toba with a sample distribution delivered to 250 respondents with a non-probability sampling approach with purposive sampling technique. Measurement of research variables is done by using multiple indicators. Testing models and hypotheses using SEM equation model analysis with AMOS software version 23. The results show that tourism actors who are able to create the iconic destination's image, good self-efficacy, increase marketing mix capability, and are able to design unique tourist destinations is more likely to be able to increase customer loyalty. The hypothesis that was built empirically proved to have a significant effect. The results of the Sobel test provide empirical evidence that marketing mix capability, self-efficacy competence, and destination design capability affect performance indirectly through iconic destination image variable. © 2023, SRAC - Romanian Society for Quality. All rights reserved.
Universitas Negeri Medan, Indonesia; Universitas IBBI Medan, Indonesia
