Brand destination loyalty: the antecedents of destination brand experience
AbstractThe Indonesian government has developed ten super priority areas to serve as destinations for domestic and international tourists. Tourism marketing is carried out by applying the destination brand experience, which confirms the authenticity of the destination brand, and destination brand ex...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2320992 |
| _version_ | 1827330604820070400 |
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| author | Endang Sulistya Rini Elimawaty Rombe Miska Irani Tarigan |
| author_facet | Endang Sulistya Rini Elimawaty Rombe Miska Irani Tarigan |
| author_sort | Endang Sulistya Rini |
| collection | DOAJ |
| description | AbstractThe Indonesian government has developed ten super priority areas to serve as destinations for domestic and international tourists. Tourism marketing is carried out by applying the destination brand experience, which confirms the authenticity of the destination brand, and destination brand experience which is ultimately expected to increase destination brand loyalty. This study aims to prove several things that can increase Brand Destination Loyalty. The quantitative method, was carried out by distributing questionnaires. The population of this study is domestic tourists, and the sample selection of respondents using the Purposive Sampling, is as many as 350 people. The data analysis and hypothesis testing method used descriptive statistical analysis and inferential statistical analysis. The results show that the Destination Brand Experience has successfully mediated the relationship between Consumer Attraction and Expression with consumer loyalty. The practical interest of this research is aimed at Toba Fund tourism managers and local tourism offices to provide regulations and policies related to brand protection for business actors such as MSMEs and other services so that loyalty to local brands is maintained. Customer legitimacy is maintained with local brands if local brands are given flexible space within thescope of tourism business governance. |
| first_indexed | 2024-03-07T16:14:44Z |
| format | Article |
| id | doaj.art-29e26674635741edb166dec2ac149854 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-03-07T16:14:44Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-29e26674635741edb166dec2ac1498542024-03-04T12:06:20ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2320992Brand destination loyalty: the antecedents of destination brand experienceEndang Sulistya Rini0Elimawaty Rombe1Miska Irani Tarigan2Faculty of Economic and Business, Universitas Sumatera Utara, IndonesiaUniversias Tadulako Palu, IndonesiaUniversitas Khatolik Santo Thomas Medan, IndonesiaAbstractThe Indonesian government has developed ten super priority areas to serve as destinations for domestic and international tourists. Tourism marketing is carried out by applying the destination brand experience, which confirms the authenticity of the destination brand, and destination brand experience which is ultimately expected to increase destination brand loyalty. This study aims to prove several things that can increase Brand Destination Loyalty. The quantitative method, was carried out by distributing questionnaires. The population of this study is domestic tourists, and the sample selection of respondents using the Purposive Sampling, is as many as 350 people. The data analysis and hypothesis testing method used descriptive statistical analysis and inferential statistical analysis. The results show that the Destination Brand Experience has successfully mediated the relationship between Consumer Attraction and Expression with consumer loyalty. The practical interest of this research is aimed at Toba Fund tourism managers and local tourism offices to provide regulations and policies related to brand protection for business actors such as MSMEs and other services so that loyalty to local brands is maintained. Customer legitimacy is maintained with local brands if local brands are given flexible space within thescope of tourism business governance.https://www.tandfonline.com/doi/10.1080/23311975.2024.2320992Brand destination loyaltydestination brand experienceattractionexpressionKaouther Kooli, Bournemouth University, United KingdomBrand Management |
| spellingShingle | Endang Sulistya Rini Elimawaty Rombe Miska Irani Tarigan Brand destination loyalty: the antecedents of destination brand experience Cogent Business & Management Brand destination loyalty destination brand experience attraction expression Kaouther Kooli, Bournemouth University, United Kingdom Brand Management |
| title | Brand destination loyalty: the antecedents of destination brand experience |
| title_full | Brand destination loyalty: the antecedents of destination brand experience |
| title_fullStr | Brand destination loyalty: the antecedents of destination brand experience |
| title_full_unstemmed | Brand destination loyalty: the antecedents of destination brand experience |
| title_short | Brand destination loyalty: the antecedents of destination brand experience |
| title_sort | brand destination loyalty the antecedents of destination brand experience |
| topic | Brand destination loyalty destination brand experience attraction expression Kaouther Kooli, Bournemouth University, United Kingdom Brand Management |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2320992 |
| work_keys_str_mv | AT endangsulistyarini branddestinationloyaltytheantecedentsofdestinationbrandexperience AT elimawatyrombe branddestinationloyaltytheantecedentsofdestinationbrandexperience AT miskairanitarigan branddestinationloyaltytheantecedentsofdestinationbrandexperience |