Cultural tourism is one of the important components of economic independence in the tourism sector. This cannot be separated from the tourist satisfaction when they pay a visit to a tourism destination. This study focuses on the image of tourist destinations in order to increase the tourist visits in Taman Sari. The approach of this study was qualitative, in-depth interviews with 10 informants who visited Taman Sari. It aims to discuss the heritage site concept which played an extraordinary role in making the tourist visit. Meanwhile, the data analysis of this study is using Atlas Ti-9. The results of the study show that the image of a tourism destination is measured based on three factors such as Culture, history and art, as well as recreation facilities and tourist activity. It can be seen that culture, history and art in Taman Sari do not only have a direct and positive influence on tourist behavior but also indirectly influence towards the tourists' memory. Furthermore, recreation facilities support the tourists' activities while they are visiting Taman Sari. It is suggested that Taman Sari management should put their innovation toward the heritage content product to increase their market and to attract the tourists to revisit the site again.
Keywords: cultural tourism, destination image, heritage, tourist retention tourist revisit.
