Customer value is a recent line of research that is attracting the
attention of the marketers. The objective of this study is to
investigate tourists’ perceived value and its effect on future
behavioral intentions of tourists to revisit. Data have been collected
through questionnaires which were supported by in-depth interviews with
tourists visiting Togean Islands, one of the most popular tourism
destinations in Indonesia. The proposed research model of has been
tested using Stuctural Equation Modeling. Results of this study that
tourists who perceive higher levels of value will have stronger
intentions to revisit the tourism destination and will recommend it to
other people. Three main aspects which are needed to be improved to
increase the number of tourists to visit Togean Islands are
communications, transportations, and cleanliness. This study also
provides managerial implications, conclusion, and future research
directions.