Cogent Social Sciences (Dec 2023)
Examination of consumer engagement for loyalty in sustainable destination image
Abstract
AbstractDeep relationships with consumers are not limited to products. In tourism, deep relationships can be built based on valuable and meaningful travel experiences in sustainable tourism destinations. The aim of the study is an examination of tourist engagement for loyalty in the sustainable destination image. This research was designed through a causal study. ASurvey for data collection was conducted employing questionnaires specifically designed for local tourists visiting tourist villages in Bali and Yogyakarta. A sample of 282 local tourists was determined incidentally according to established criteria. Data analysis used statistical inference analysis, namely Structural Equation Modeling (SEM) maximum likelihood method. The research findings indicate that the alignment of values demonstrated in the image of sustainable tourist villages encourages tourists to engage in and support sustainability. The congruence of normative values and beliefs portrayed by the brand image as a tourist village fosters intentions to revisit and recommend it to others. Tourists’ behaviors further contribute to sustainability based on normative considerations of tourist village sustainability. The theoretical implication is the congruence of values as a concept that cannot be separated from consumer engagement and sustainable tourism destinations. Values developed based on tourists’ self-congruence with sustainability form the basis of relationships with tourists. These values become the primary preferences for engagement and loyalty to sustainability. By understanding self-congruence theory, managers can design strategies that consider the values and attributes the target market identifies in sustainable tourism destinations. Creating value congruence between the destination and the tourist’s self-image can encourage emotional engagement and tourist preference for sustainable destinations.
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