The Role of Destination Brand Love in Mediating Destination Brand Authenticity on Destination Loyalty (Study of  Maritime Tourists in Wakatobi National Park)

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

The Role of Destination Brand Love in Mediating Destination Brand Authenticity on Destination Loyalty (Study of Maritime Tourists in Wakatobi National Park)

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

Corresponding Author

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). There were four hypotheses developed and tested within 100 travelers as sample frame. 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.