<![CDATA[This study aims to analyze the influence of customer value and destination image on visitors’ behavioral intention at Batu Night Spectacular (BNS), Batu City, both partially and simultaneously. This study employed a quantitative approach with an explanatory research design. The sample consisted of 120 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that customer value did not have a significant effect on visitors’ behavioral intention, whereas destination image had a positive and significant effect on visitors’ behavioral intention. Simultaneously, customer value and destination image had a significant effect on visitors’ behavioral intention, with an Adjusted R Square value of 0.717. This indicates that 71.7% of the variation in visitors’ behavioral intention can be explained by customer value and destination image, while the remaining 28.3% is influenced by other factors outside the research model. The findings indicate that destination image plays a more dominant role than customer value in shaping visitors’ behavioral intention at BNS. Therefore, strengthening the destination image is an important aspect that destination managers should consider to encourage revisit intention and recommendations to others. ]]>
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