ENHANCEMENT OF BRAND LOVE RESONANCE CAPABILITIES ON DESTINATION LOYALTY: S-DL PERSPECTIVE

IF 0.7 Q4 BUSINESS

International Journal of Business and Society Pub Date : 2023-12-20 DOI:10.33736/ijbs.6371.2023

Roymon Panjaitan, Arif Afendi, Elia Ardyan

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引用次数: 0

Abstract

The emergence of inconsistencies in study findings regarding destination brands does not contribute to an increase in customer loyalty toward tourist destinations. Furthermore, exploring the capacity to expand affection for the brand is a meaningful topic within the tourism business phenomenon. Therefore, it is crucial to examine how well the tourism business can reflect the affection for the destination brand. This study aimed to explore and develop the conceptual and empirical relationship between brand authenticity and destination loyalty. To conduct the analysis, a quantitative method was selected, using a sample of 297 respondents in Central Java, Indonesia. The data collected from distributing questionnaires were then processed using SEM-PLS software. Furthermore, the study was grounded in the Service-Dominant Logic perspective and focused on operant resources with the potential to enhance the value of natural destinations by capturing the emotional resonance of the destination brand. The results showed that loyalty goals were empirically and practically increased by creating a context-based model and leveraging the capability of brand love resonance. The approach addressed the gaps in prior studies and provided tourism actors with the means to consider external characteristics.

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增强品牌爱的共鸣能力对目的地忠诚度的影响：S-DL 观点

关于旅游目的地品牌的研究结果出现不一致，并不会提高顾客对旅游目的地的忠诚度。此外，探索扩大对品牌喜爱程度的能力是旅游商业现象中一个有意义的话题。因此，研究旅游企业在多大程度上能体现出对目的地品牌的喜爱是至关重要的。本研究旨在探索和发展品牌真实性与目的地忠诚度之间的概念和实证关系。为了进行分析，我们选择了定量方法，在印度尼西亚中爪哇省抽取了 297 名受访者。然后使用 SEM-PLS 软件处理通过发放问卷收集到的数据。此外，研究还立足于服务主导逻辑的视角，重点关注有可能通过捕捉目的地品牌的情感共鸣来提升自然目的地价值的操作性资源。研究结果表明，通过创建基于情境的模型和利用品牌爱的共鸣能力，忠诚度目标得到了经验和实际的提高。该方法弥补了以往研究的不足，并为旅游业者提供了考虑外部特征的方法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business and Society BUSINESS-

CiteScore

1.80

自引率

10.00%

发文量

期刊介绍： International Journal of Business and Society (IJBS) is an international scholarly journal devoted in publishing high-quality papers using multidisciplinary approaches with a strong emphasis on business, economics and finance. It is a triannual journal published in April, August and December and all articles submitted are in English. Our uniqueness focus on the impact of ever-changing world towards the society based on our niche area of research. IJBS follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. The journal intends to serve as an outlet with strong theoretical and empirical research and the papers submitted to IJBS should not have been published or be under consideration for publication elsewhere.