Destination Branding and Its Influence on Tourist’s Satisfaction and Loyalty
Abstract: 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 image had no significant influence on satisfaction. Further,
satisfaction significantly influenced loyalty.
Keywords: destination
branding, destination image, perceived quality, destination awareness, and
tourists' behavior
Author: jpmanajemengg120013
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