Brand destination loyalty: the antecedents of destination brand experience

Abstract

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.

Keywords

• Brand destination loyalty
• destination brand experience
• attraction
• expression
• Kaouther Kooli, Bournemouth University, United Kingdom
• Brand Management