Nowadays, Tourism, one of the Indonesian foreign exchange has been giving high role in raising the Indonesia GDP. Number of tourist in Indonesia is increasing significantly. Whereas, the number of the local visitors who came to Lake Toba (one of the biggest tourism place in Indonesia) increasing slowly. The aim of this research is to examine the factors that may influence tourist to visit Lake destination. The study surveyed 185 visitors who came to Lake Toba. The survey period was from the third week of July 2015 until the forth week of July 2015. The data analyses were conducted by confirmatory factor analysis and structural equation modeling. The results of statistical analysis reflected that most of the visitors of Lake Toba are highly concern about Brand Image four times more than Brand Awareness. This study demonstrated that brand image and brand awareness positively affected perceived quality, moreover, perceived quality was factors that influenced the tourist to visit Lake Toba
