ABSTRAK
Tourist Satisfaction (kepuasan wisatawan) berperan penting dalam industripariwisata. Penting bagi pemasar untuk mengetahui faktor-faktor yangmenyebabkan terjadinya kepuasan wisatawan tersebut dan bagaimanakonsekuensinya dimasa yang akan datang. Penelitian ini mencoba mengungkapkanfaktor-faktor pembentuk kepuasan wisatawan terkait dengan destination image,tourist expectation, dan perceived value serta bagaimana kepuasan tersebutberpengaruh pada tourist complaint yang terjadi dan dampaknya terhadap touristloyalty.Fokus penelitian ini adalah untuk meneliti pengaruh faktor-faktor di atasterhadap wisatawan di Kota Banjarmasin. Sampel penelitian berjumlah 185responden yang terdiri dari wisatawan domestik dan wisatawan asing. Metodepengambilan sampel yang digunakan adalah nonprobability sampling denganteknik judgement / purposive sampling. Instrumen penelitian yang digunakanadalah kuesioner dan dianalisis dengan software LISREL 8.8 untuk mengetahuipengaruh masing-masing variabel. Hasil penelitian menunjukkan adanya pengaruhpositif antara destination image terhadap tourist expectation, destination imageterhadap perceived value, tourist expectation terhadap perceived value, perceivedvalue terhadap tourist satisfaction, serta tourist satisfaction terhadap tourist loyalty.Sedangkan tourist satisfaction berpengaruh secara negatif terhadap touristcomplaints. Selebihnya, hasil menunjukkan tidak ada pengaruh diantara touristexpectation terhadap tourist satisfaction serta tourist complaints terhadap touristloyalty.

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ABSTACT
Tourist Satisfaction plays important roles in tourism industry. It is veryimportant to clarify the factors affecting tourist satisfaction and what are theconsequences in the future. This research tries to evaluate factors affecting touristsatisfaction related to destination image, tourist expectation, and perceived value andhow satisfaction affecting tourist complaint and the impact to tourist loyalty.The focus of this research investigates the effect of those factors fortourists in Banjarmasin. The samples comprise of 185 respondents, consist ofdomestic tourists and also foreign tourists. The samples collected usingnonprobability sampling with judgement/ purposive sampling as its technique. Thisreasearch used questionnaire as reaserch instrument and analize by using LISREL8.8 to determine the effect of each variable. The result of this research showedpositive effects between destination image to tourist expectation, destination imageto perceived value, tourist expectation to perceived value, perceived value to touristsatisfaction, and tourist satisfaction to tourist loyalty. While tourist satisfactionnegatively affecting tourist complaints. The rest of the result showed there’s noeffect between tourist expectation to tourist satisfaction and between touristcomplaints to tourist loyalty.