The Role of Branding in Increasing Revisit at Agritourism in Jatiluwih Bali

Gusti Ayu Oka Suryawardani, A. S. Wiranatha, Ketut Satriawan, Ida Bagus Gde Pujaastawa, E. N. Kencana, I. W. Tika
{"title":"The Role of Branding in Increasing Revisit at Agritourism in Jatiluwih Bali","authors":"Gusti Ayu Oka Suryawardani, A. S. Wiranatha, Ketut Satriawan, Ida Bagus Gde Pujaastawa, E. N. Kencana, I. W. Tika","doi":"10.24843/soca.2021.v15.i02.p01","DOIUrl":null,"url":null,"abstract":"Competitiveness of Bali tourism lays on the variety of attractions offered to visitors. Subak-based agritourism in Jatiluwih is one of the competitiveness of cultural based of Bali tourism which offer an amazing rice field terrace and variety of agritourism activities. Understanding the role of brand destination in influencing satisfaction of visitors is very important. Evaluating relationship between satisfaction and intention to be loyal are crucial. The research objectives were: (i) to analyze the influence of brand awareness, brand image and brand association of Jatiluwih agritourism to perceive quality (satisfaction) of foreign tourists in visiting Jatiluwih, and (ii) to evaluate relationship between satisfaction of foreign tourist to their loyalty. Research was conducted at Jatiluwih of Bali Province in the periods of June up to August 2016. The number of respondents was 207 foreign tourists who were visiting Jatiluwih.  Structural Equation Model (SEM) was developed and data was analyzed by using Smart PLS-3 based on the five-point Likert scale. The results show that (i) brand awareness, brand images and brand association of subak-based agritourism in Jatiluwih significantly influenced satisfaction of foreign tourist, (ii) satisfaction of foreign tourist significantly influenced their loyalty, (iii) Awareness to a brand, create images to a brand and can associate a brand before visiting a destination have proved that brand destination of Jatiluwih have been an informational signal for visitors who intent to visit Jatiluwih agritourism in Bali.","PeriodicalId":33446,"journal":{"name":"Soca Jurnal Sosial Ekonomi Pertanian","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Soca Jurnal Sosial Ekonomi Pertanian","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24843/soca.2021.v15.i02.p01","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 3

Abstract

Competitiveness of Bali tourism lays on the variety of attractions offered to visitors. Subak-based agritourism in Jatiluwih is one of the competitiveness of cultural based of Bali tourism which offer an amazing rice field terrace and variety of agritourism activities. Understanding the role of brand destination in influencing satisfaction of visitors is very important. Evaluating relationship between satisfaction and intention to be loyal are crucial. The research objectives were: (i) to analyze the influence of brand awareness, brand image and brand association of Jatiluwih agritourism to perceive quality (satisfaction) of foreign tourists in visiting Jatiluwih, and (ii) to evaluate relationship between satisfaction of foreign tourist to their loyalty. Research was conducted at Jatiluwih of Bali Province in the periods of June up to August 2016. The number of respondents was 207 foreign tourists who were visiting Jatiluwih.  Structural Equation Model (SEM) was developed and data was analyzed by using Smart PLS-3 based on the five-point Likert scale. The results show that (i) brand awareness, brand images and brand association of subak-based agritourism in Jatiluwih significantly influenced satisfaction of foreign tourist, (ii) satisfaction of foreign tourist significantly influenced their loyalty, (iii) Awareness to a brand, create images to a brand and can associate a brand before visiting a destination have proved that brand destination of Jatiluwih have been an informational signal for visitors who intent to visit Jatiluwih agritourism in Bali.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
品牌在增加巴厘岛贾提卢农业旅游重访中的作用
巴厘岛旅游业的竞争力在于提供给游客的各种景点。Jatiluwih的苏巴克农业旅游是巴厘岛文化旅游的竞争力之一,它提供了令人惊叹的稻田梯田和各种农业活动。了解品牌目的地在影响访客满意度中的作用是非常重要的。评估满意度和忠诚意愿之间的关系至关重要。研究的目的是:(i)分析jatiluu的品牌意识、品牌形象和品牌联想对农业旅游感知质量(满意度)的影响,以及(ii)评估外国游客满意度与忠诚度之间的关系。研究于2016年6月至8月期间在巴厘省的Jatiluwih进行。被调查者的人数为207名外国游客。建立结构方程模型(SEM),采用基于五点Likert量表的Smart PLS-3对数据进行分析。结果表明:(1)加提鲁苏巴克农业旅游的品牌意识、品牌形象和品牌联想显著影响外国游客满意度;(2)外国游客满意度显著影响外国游客忠诚度;(3)品牌意识;为品牌创造形象,并能在访问目的地之前将品牌联系起来,这证明了jatiluu的品牌目的地已经为打算访问jatiluu的游客提供了一个信息信号。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
自引率
0.00%
发文量
22
审稿时长
5 weeks
期刊最新文献
Pemanfaatan Strategi Promosi terhadap Minat Beli Followers Instagram @paktani.co pada Produk Sayur Pack Pemanfaatan Grup Whatsapp Oleh Petani Hidroponik Soloraya (Kohisora) Sebagai Media Informasi Pertanian Perkembangan dan Pola pertumbuhan Sektor Pertanian dalam Pembangunan Ekonomi Efektivitas Komunikasi Pemasaran Produk Gapoktan Mitra Effectiveness of Using Electric Knapsack Sprayer in Weed Control on Oil Palm Plants (Elaeis guineensis Jacq)
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1