The Mediation Role of City Brand Love in the Relationship Between the Influence of Destination Image and Experiential Value of Visitation on Revisit Intention and its Implications on CSR Practices

Aims of this research is to knowing the Mediation Role of City Brand Love in The Relationship Between The Influence of Destination Image and Experiential Value of Visitation on Revisit Intention and its Implications on CSR Practices. By adopting qualitative and quantitative approaches, focusing sample are independent and collective tourists who visit Labuan Bajo city more than once and for long time. Researcher uses purposive and convenience sampling techniques with a sample size of 200 respondents. The data collection technique uses a questionnaire and is tested with Smart PLS. This research show that (1) The coefficient number of the indirect relationship between DI and RI with the mediating role of CBL is 0.175, with the coefficient number of the direct influence of DI on RI being 0.168, it can be concluded that the magnitude of the indirect effect is greater that the direct effect. Its meaning that the CBL mediation role adds DI’s influence on RI.(2) The path coefficient value of the indirect relationship between EVOV and RI with CBL mediation is 0.315, with the coefficient value of the direct influence of DI on RI being 0.164, it can be concluded that the magnitude of indirect effect is greater than the value of the direct effect. Its meaning that CBL ac mediator can improve the value of influence of EVOV toward RI.