International Conference on Education For Economics, ISSN (Print) 2540-8372 Business, and Finance (ICEEBF) 2016 ISSN (Online) 2540-7481 28 Who Would Return to Malioboro? A Structural Model of Factors to Influence Tourists’ Revisit Elmia Nafisah 1 , Usep Suhud 2 1. The Faculty of Economis, Univesitas Negeri Jakarta, Indonesia 2. The Faculty of Economis, Univesitas Negeri Jakarta, Indonesia elmianafisah@gmail.com, usuhud@unj.ac.id Abstract Malioboro is a prominent street, meeting point, and shopping complex, in Yogyakarta Special Region, Indonesia, where tourists both domestic and foreigners can find souvenirs, meals, accommodation, and enjoy cultural preservations. This study aims to examine the impact of destination image, perceived value, and novelty seeking, and satisfaction on revisit intention. Data was collection at a train station in Jakarta, involving travellers who experienced visiting Yogyakarta and ready to return. In total, 200 domestic travellers were selected. Data was analysed using exploratory and confirmatory factor analyses. There were six hypotheses to be examined. As a result, three hypotheses were accepted: Novelty seeking and satisfaction were significant to influence revisit intention while perceived value is significant to influence satisfaction. On the other hand, novelty seeking and destination image were insignificant to influence satisfaction and destination image was insignificant to influence revisit intention. Suggestions for practitioners and future research are discussed. Keywords: Malioboro, destination image, perceived value, novelty seeking, tourist satisfaction, revisit intention I. Introduction Tourism sector plays the significant role in the developing and promoting a particular area. Besides, tourism in some regions has shown the enormous potential which is able to foster the revenue of the country. Yogyakarta of Special Region is a region of Indonesia was awarded a special status as special regions within Indonesian Republic. Yogyakarta or often called as Jogja is one of the foremost cultural centre and the eminent city destination among the domestics and foreign tourists. As a result, Yogyakarta was placed in second position after Bali as the most visiting city according to the tourism index in Indonesia. The largest district in Yogyakarta is Malioboro, the prominent street which is located in the centre of Yogyakarta and surrounded by plenty of attraction where tourist can experience local cuisine, many types of accommodations, variety of goods, and enjoying cultural preservations along the street. In addition, tourists in Malioboro are able to access clear information in terms of the destination in Tourism Information Center (TIC). Gartner (1993) argued that destination image is crucial on decision making process. Mohamad et al (2011) in Malaysia found that destination image is positive to influence tourist satisfied. Pratminingsih, Rudatin and Rimenta (2014) also showed that destination image is significantly, positively correlated to revisit intention. Besides, Herstanti, Suhud and Wibowo (2014) tested the impact of