摘要：The Indonesian government is known to implement priority destinations by developing 10 tourism sites. Furthermore, Lake Toba in North Sumatra is one of the six National Tourism Strategy Areas (KSPN), considered an experience-based destination widely discussed. The study examines the determination of the antecedents influencing domestic tourist’s experience to the Lake Toba brand. This study focused only on domestic tourists, which limited a broader insight needed from foreign tourists. The methodology used is quantitative methodology with several antecedents were estimated, including image, infrastructure and support service, interaction, attraction and tourist's self-expression. The data were obtained from 350 respondents with age above 17 years old who visit Lake Toba by using questionnaires. The respondents were sampled through a non-probability technique. Subsequently, analysis was conducted using Structural Equation Model, followed by hypothesis testing. The results showed that there is an impact on destination brands experience. Domestic tourists utilize attraction points to build experiences. The image of the place within the visitors’ minds become a cognitive basis to assess feelings during visitation or exploration of destinations.
