THE ROLE OF DESTINATION IMAGE, SOCIAL MEDIA INFLUENCERS, AND MOTIVATION IN BUILDING TOURIST LOYALTY TO NUSA PENIDA DURING THE COVID-19 RECOVERY PERIOD.

This study examines the role of destination image and tourist motivation in the relationship between social media inluncers and tourist loyalty to Nusa Penida Bali. The development of social media today makes it very easy for tourists to determine various choices of destinations to go to. The purpose of this study is to determine the role of influencers in influencing tourist loyalty. The urgency of this research is the construction of a tourist loyalty model in the Nusa Penida destination after Covid 19 with a consumer behaviour approach. The concepts used are destination image, motivation, and social media influencers. This research uses a survey method and is analysed using structural equation modelling. The findings contribute to behavioural theory by providing empirical evidence of the mediating role of destination image and motivation in the context of ecotourism. This study underscores the importance of influencers' relationship with motivation and destination image in shaping loyalty. The findings suggest that the role of influencers in fostering image and motivation among visitors can increase traveller loyalty.