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

Nasrul Nasrul; Nursaban Rommy; Indri Hapsari; La Pande Jurumai; Astil Harli Roslan

doi:10.30988/jmil.v7i1.1065

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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

Nasrul Nasrul⁽¹⁾, Nursaban Rommy⁽²⁾, Indri Hapsari⁽³⁾, La Pande Jurumai⁽⁴⁾, Astil Harli Roslan⁽⁵⁾,

(1) Universitas Halu Oleo
(2) Universitas Halu Oleo
(3) Universitas Muhammadiyah Kendari
(4) Universitas Muhammadiyah Kendari
(5) Universitas Halu Oleo

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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.