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Indonesia is rich with prominent figures tombs with high potential for being religious tourism destination. Mostly those that are respected for their contribution to Islamic religion spreading in early times. In effect, the present society knows them from historical literature, or from the remaining mosques or other buildings. In contrast, most of Indonesian people know Gus Dur directly, as he once the chief of the largest social organization (Nadhlatul Ulama, 1989-1999) and President (1999-2001). Even though he was not spreading Islamic teachings as most Walis had done in early times, many consider him as one, since he brings the messages with him such as equality, democracy, tolerance and strong civil society which are thought as integral part of religiosity. Hence, the study applies relevant variables covering image, knowledge, trust and empathy related to Gus Dur figure that can lead to revisit behavior, and also covers serqual to represent conditions around the tomb as its first purpose. The second one is to explore and compare two frameworks of revisit behavior embedded in the model, those are trust-empathy-revisit behavior and knowledge-empathy-revisit behavior.

INFLUENCE OF IMAGE, SERVICE QUALITY, TRUST, AND EMPHATY ON REVISIT TO THE TOMB OF GUS DUR IN EAST JAVA, INDONESIA