Model Destination Image Dan Sustainable Rural Tourism (Case Study on Lerep Tourism Village Tourists in Semarang District)

Post Covid 19 pandemic, tourism sector has undergone significant transformation, people have been looking for entertainment or tourist sites in order it has a positive impact on the tourism industry both at the local and national levels, but there has been a decrease in the number of domestic tourists visits in Central Java in the last three years. This condition also has an impact on rural tourism that has been carried out in Semarang District, especially Lerep tourism village. This study uses a quantitative approach by using a survey method with the population being all tourist’s visitation in Lerep tourism village in Semarang District during the period from March to April 2023. The sampling technique used is non-probability sampling, namely purposive sampling, sampling activity amount 125 respondents. The analysis technique used is Structural Equation Modelling (SEM) Partial Least Square (PLS) Version 3 software with applications. This research proves that Sustainable Rural Tourism and Perceived Value have a positive and significant effect on Purchase Intention while Destination Image has an insignificant effect on Purchase Intention.