Brand Loyalty Model for Developing Potential Tourist Attraction at Tangkup Village in Karangasem Bali

Wisnawa, I Made Bayu Wisnawa and Prayogi, Putu Agus and Sutapa, I Ketut (2019) Brand Loyalty Model for Developing Potential Tourist Attraction at Tangkup Village in Karangasem Bali. International Journal of Multidisciplinary Educational Research, 8 (8 (7)). pp. 372-394. ISSN 2277-7881

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Abstract

This study aims to formulate the tourism potential of Tangkup Village and find a brand loyalty model, as well as the interrelationships between antecedents that affect brand loyalty. The determinants of forming brand loyalty in this study are: service quality, brand image, brand awareness and customer satisfaction. The sample used was 200 respondents, with the criteria of having visited Tangkup Village at least twice. The analysis technique used is Structural Equation Modeling (SEM) and is strengthened by qualitative techniques focus group discussions. The results showed that the tourism potential of Tangkup Village was (i) natural potential which included: scenery for
tracking and Telaga Waja River for rafting; (ii) meanwhile the potential for cultural tourism includes: Tenun Cag Cag and Barong Nong nong Kling dance. From the perception of tourists shows a positive and significant influence between: (i) service quality on brand awareness, (ii) service quality on brand loyalty, (iii) brand image on brand awareness, (iv) brand image on customer satisfaction, (v) brand awareness of customer satisfaction and (vi) customer satisfaction with brand loyalty. Theoretical implications are brand loyalty has antecedents of customer satisfaction, brand awareness, brand image and service quality, where customer satisfaction is the most powerful predictor. The practical implication is that the management of Tangkup Village should (i) immediately form a Pokdarwis and develop a tourism potential management development plan, (ii) pay attention to tourist satisfaction to increase brand loyalty by preparing tourism infrastructure and facilities such as: tracking packages, rafting packages that include cultural tourism activities by involving Tenun Cag Cag and Baris Nong Nong Kling dance as uniqueness.

Keywords: Brand Loyalty, Service Quality, Customer Satisfaction, Brand Image, Brand Awareness, Tourism Potential

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Depositing User:	I Ketut Sutapa
Date Deposited:	10 May 2023 08:13
Last Modified:	10 May 2023 08:13
URI:	http://eprints.triatmamulya.ac.id/id/eprint/2037

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