ENHANCEMENT OF BRAND LOVE RESONANCE CAPABILITIES ON DESTINATION LOYALTY: S-DL PERSPECTIVE

Abstract

The emergence of inconsistencies in study findings regarding destination brands does not contribute to an increase in customer loyalty toward tourist destinations. Furthermore, exploring the capacity to expand affection for the brand is a meaningful topic within the tourism business phenomenon. Therefore, it is crucial to examine how well the tourism business can reflect the affection for the destination brand. This study aimed to explore and develop the conceptual and empirical relationship between brand authenticity and destination loyalty. To conduct the analysis, a quantitative method was selected, using a sample of 297 respondents in Central Java, Indonesia. The data collected from distributing questionnaires were then processed using SEM-PLS software. Furthermore, the study was grounded in the Service-Dominant Logic perspective and focused on operant resources with the potential to enhance the value of natural destinations by capturing the emotional resonance of the destination brand. The results showed that loyalty goals were empirically and practically increased by creating a context-based model and leveraging the capability of brand love resonance. The approach addressed the gaps in prior studies and provided tourism actors with the means to consider external characteristics.