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Purpose – The main purpose of this research is to investigate the effect of personal values on potential visitor and visitor perception of Palabuhan Ratu destination image Methodology – An extensive literature review was carried out to identify factors that influence destination image and to identify suitable instrument to measures destination image and personal values. Primary research was conducted using questionnaire as instrument for data collection, sample size was (n=154) and most of them were students and alumni of Sekolah Tinggi Pariwisata Bandung chosen through non-random sampling technique, the collected data were then analyzed using regression and univariate analysis of variance in SPSS. Findings – The key finding of this research were personal values are significantly affect destination image, it was also found out that there was no significant difference of image between potential visitor and visitor of Palabuhan Ratu. Significant differences of perception also not exist across demographic segments. Subsequently several recommendations were developed for the tourism managements and authorities of Palabuhan Ratu based on research findings. Values – This study contributes to the body of knowledge by providing empirical data on the effect of personal value towards destination image perception, especially in tourism context Keywords—Destination Image; Personal Values; List of Values (LOV), Behavior

Exploring Potential Visitor and Visitor Perception of Destination Image of Palabuhan Ratu through Personal Values