JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK
Vol 7 (2023)

The Role of Destination Brand Love in Mediating Destination Brand Authenticity on Destination Loyalty

Nasrul Nasrul (Universitas Halu Oleo)
Nursaban Rommy (Universitas Halu Oleo)
Indri Hapsari (Universitas Muhammadiyah Kendari)
La Pande Jurumai (Universitas Muhammadiyah Kendari)
Astil Harli Roslan (Universitas Halu Oleo)

Article Info

Publish Date
04 Nov 2023

Abstract

This study aimed  to examine the role of destination brand love in mediating destination brand authenticity on destination loyalty (a study of marine tourists in Wakatobi National Park). The study  on destination brands is  important for several reasons, firstly, there are still limited studies on destination brand love as a mediation of destination brand authenticity to the destination loyalty. There were four hypotheses  developed and tested within 100 travelers as sample frame. Respondent data were collected from 100 tourists from Wakatobi National Park through questionnaires. Partial Least Square Data Analysis Technique (PLS) was used as a data analysis technique in this study. The results of this study showed  that the path of destination brand love can mediate destination brand authenticity on destination loyalty and the hypothesis was accepted in this study.

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Journal Info
JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK
Website

Abbrev

JMIL

Publisher

Politeknik APP Jakarta

Subject

Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Transportation

Description

Jurnal Manajemen Industri dan Logistik (Industrial and Logistic Management Journal) JMIL, invites academician/researchers/contributors to submit research papers, technical papers, conceptual papers, and case study reports in the scope of Logistics Management, Industrial Marketing, and International ...