Destination Personality and Destination Image; their Impacts on Competitiveness and Destination Sustainability

Abstract

This research investigated whether destination personality and destination image have an impact on the competitiveness and destination sustainability of tourism in West Sumatra. The population of this research was all tourists visiting West Sumatra, both foreign and domestic tourists. The sample was determined proportionally considering the number of foreign and domestic tourists. The sample was 350 tourists, consisting of 150 foreign tourists and 200 domestic tourists. The data were analyzed using Structural Equation Model technique with SmartPLS. The results indicate that (1) destination personality have an impact on competitiveness (2) destination personality have an impact on destination image (3) destination image have an impact on competitiveness (4) destination personality have an impact on destination sustainability (5) destination image have an impact on destination sustainability, and (6) competitiveness have an impact on destination sustainability of tourism destination.