Destination Branding and Its Influence on Tourist’s Satisfaction and Loyalty  

Oleh:

Roostika, Ratna

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Manajemen Teknologi vol. 11 no. 1 (2012), page 60-74.
Topik: destination branding; destination image; perceived quality; destination awareness; and tourists' behavior.
Fulltext: 200ros.pdf (365.56KB)

Isi artikel

Brand is known as a valuable asset as it enables to differentiate from competitors offerings as well as to generate positive perceptions in the consumers' mind. In the tourism sector, as part of winning competition, it is suggested that destination should also be branded. Destination brand is believed to enable a location to attract investment, business, and tourist which is then improving the local economy. The objective of this study is to empirically examine the structural model to understand the relationship between destination branding and behaviours in the tourism sector. Destination branding is built based on three elements namely destination image, perceived quality, and destination awareness while tourist loyalty is represented by tourist satisfaction and loyalty. By applying purposive sampling, 150 valid questionnaires were analysed using Partial Least Squares. Results indicate that there were positive influences between perceived quality and brand awareness to satisfaction whereas brand

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