Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia

Research Article

Exploring the Brand Attachment Dimension to Build Tourism Loyalty

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  • @INPROCEEDINGS{10.4108/eai.22-9-2022.2341236,
        author={Finta  Aramita and Endang Sulistya Rini and Prihatin  Lumbanraja and Beby Karina Fawzeea Sembiring},
        title={ Exploring the Brand Attachment Dimension to Build Tourism Loyalty},
        proceedings={Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia},
        publisher={EAI},
        proceedings_a={EBIC},
        year={2024},
        month={4},
        keywords={brand attachment brand loyalty brand relationship tourism activity},
        doi={10.4108/eai.22-9-2022.2341236}
    }
    
  • Finta Aramita
    Endang Sulistya Rini
    Prihatin Lumbanraja
    Beby Karina Fawzeea Sembiring
    Year: 2024
    Exploring the Brand Attachment Dimension to Build Tourism Loyalty
    EBIC
    EAI
    DOI: 10.4108/eai.22-9-2022.2341236
Finta Aramita1,*, Endang Sulistya Rini1, Prihatin Lumbanraja1, Beby Karina Fawzeea Sembiring1
  • 1: Universitas Sumatera Utara
*Contact email: fintaaramita@staff.uma.ac.id

Abstract

The contribution of the tourism sector in the world occupies a significant position in influencing world economic growth. Every country strives to develop its tourism sector to gain a competitive advantage and rapid economic growth. This research seeks to explore the factors that influence the level of loyalty of visitors to tourist destinations. Brand relationships, which are considered as a whole, are analyzed separately based on the form of relationships that occur in influencing brand attachment and brand loyalty at tourist destinations. A total of 385 visitors participated in this study. The model was evaluated using structural equation path modeling using SmartPLS. Results indicated that there are two relationships that have a significant effect in increasing brand attachment and brand loyalty, namely consumer to brand and consumer to consumer relationships. This study also shows that there is no significant influence from consumer to product and consumer to marketer for tourist destinations. The key to increasing consumer loyalty lies in the brand attachment that is attached to the minds of consumers. In an effort to encourage tourist destination loyalty, it is highly recommended to build relationships between brands and consumers.