Research Article
Exploring the Brand Attachment Dimension to Build Tourism Loyalty
@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
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.