Gender as a moderation of destination brand experiences
Article Sidebar
Published:
May 30, 2023
Keywords:
Brand Experience, Destination, Gender, Toba Lake, Tourism
Section
Informtion System
Statistics Article
Article View : 104 Times
Main Article Content
Abstract
Following the pandemic, the tourism industry reopened and made strategic efforts to bring domestic and foreign tourists to Indonesia's top destinations. One of the priority national priority strategic areas is the Lake Toba tourist area. In addition to applying experiential marketing to the series during a visit to the destination, the initial strategy in this research is to create brand loyalty to the destination in the Lake Toba tourist area. The gander is used as an intervening variable in determining the destination brand experience, with the ultimate goal of forming destination brand loyalty. By understanding the role of the destination image in the formation of the destination brand experience; infrastructure and supporting services or attractions at destinations that are expected to shape destination brand loyalty in the Lake Toba tourist area. This study used purposive and quota sampling on domestic tourists, and the participants included 200 people. The data was processed using SmartPLS, and the findings indicated that gender can moderate destination attractions on destination brand experiences. Meanwhile, gender cannot moderate the impact of the destination image variable, as well as the infrastructure and support service variables, on the destination brand experience. The findings of this study can be used to identify interesting attractions in destinatios that are expected to increase tourist visits to the Lake Toba Tourism Area.
Downloads
Download data is not yet available.
Article Details
How to Cite
Tarigan, M. I., Margery, E. . and Purba, B. (2023) “Gender as a moderation of destination brand experiences”, Jurnal Mantik, 7(1), pp. 400-411. doi: 10.35335/mantik.v7i1.3742.
References
Andereck, K., Bricker, K. S., Kerstetter, D., & Nickerson, N. P. (2006). Connecting experiences to quality: Understanding the meanings behind visitors’ experiences. In Quality tourism experiences (pp. 81–98). Routledge.
Badan Pelaksana Otorita Danau Toba (BPODT). (2017). Konsep Pembangunan Pariwisata Kawasan Danau Toba, Medan, Sumatera Utara.
Badan Pusat Statistik (BPS). (2021). Laporan Data Wisatawan.
Barsky, J., & Nash, L. (2002). Evoking emotion: Affective keys to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 39–46.
Berry, L. L., & Carbone, P. L. (2007). Build Loyalty Through Experience. Quality Progress, 40(9).
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/https://doi.org/10.1016/j.tourman.2006.07.007
Crouch, G. I., & Ritchie, J. R. B. (2011). Destination competitiveness and its implications for host-community QOL. In Handbook of tourism and quality-of-life research: Enhancing the lives of tourists and residents of host communities (pp. 491–513). Springer.
Darley, W. K., & Smith, R. E. (1995). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising response. Journal of Advertising, 24(1), 41–56.
Del Bosque, I. R., & San Martín, H. (2008). Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2), 551–573.
Dimitrios, B. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116.
Dubé, L., & Morgan, M. S. (1998). Capturing the dynamics of in-process consumption emotions and satisfaction in extended service transactions. International Journal of Research in Marketing, 15(4), 309–320.
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan desrtasi ilmu manajemen.
Gopalan, R., & Narayan, B. (2010). Improving customer experience in tourism: A framework for stakeholder collaboration. Socio-Economic Planning Sciences, 44(2), 100–112.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–151. https://doi.org/10.2753/MTP1069-6679190202
Ismail, A. R., Nguyen, B., & Melewar, T. C. (2018). Impact of perceived social media marketing activities on brand and value consciousness: roles of usage, materialism and conspicuous consumption. International Journal of Internet Marketing and Advertising, 12(3), 233–254.
Kani, Y., Aziz, Y. A., Sambasivan, M., & Bojei, J. (2017). Antecedents and outcomes of destination image of Malaysia. Journal of Hospitality and Tourism Management, 32, 89–98.
Keller, K. L. , P. M. G. , J. I. (2011). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education. https://openlibrary.telkomuniversity.ac.id/pustaka/9726/strategic-brand-management-building-measuring-and-managing-brand-equity-3-e-.html
Konecnik Ruzzier, M., & Gartner, W. (2013). Customer-based Brand Equity for a Destination. Annals of Tourism Research, 34, 400–421. https://doi.org/10.1016/j.annals.2006.10.005
Melnyk, V., Van Osselaer, S. M. J., & Bijmolt, T. H. A. (2009). Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers. Journal of Marketing, 73(4), 82–96.
MI Tarigan Endang Sulistya Rini Beby Karina F. Sembiring, A. N. L. (2022). Preliminaries of Destination Brand Experience at Lake Toba in Indonesia. Webology, 19(1), 5821–5837.
Mitchell, V., & Walsh, G. (2004). Gender differences in German consumer decision?making styles. Journal of Consumer Behaviour: An International Research Review, 3(4), 331–346.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131–142.
Morgan, R. M. (2010). The resource-advantage theory of competition: A Review. Advances in Applied Business Strategy, 12(102), 153–206.
Morgan, T., Anokhin, S., & Wincent, J. (2016). Entrepreneurial orientation, firm market power and opportunism in networks. Journal of Business and Industrial Marketing, 31(1), 99–111. https://doi.org/10.1108/JBIM-03-2014-0063
Oliver, C. (1997). Sustainable competitive advantage: combining institutional and resource?based views. Strategic Management Journal, 18(9), 697–713.
Pavlovich, K. (2003). The evolution and transformation of a tourism destination network: the Waitomo Caves, New Zealand. Tourism Management, 24(2), 203–216.
Rageh Ismail, A., Melewar, T. C., Lim, L., & Woodside, A. (2011). Customer experiences with brands: Literature review and research directions. The Marketing Review, 11(3), 205–225.
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk hubungan nonlinier dalam penelitian sosial dan bisnis. Penerbit Andi.
Tarigan, M. I. (2021). Anteseden Pengalaman Merek Destinasi dan Konsekuensinya Terhadap Loyalitas Merek Destinasi Kawasan Wisata Danau Toba [Disertasi]. Universitas Sumatera Utara.
Tarigan, M. I., Lubis, A. N., Rini, E. S., & Sembiring, B. K. F. (2020). A Study of Supply Chain Management for Preliminary Destination Brand Experience in North Sumatera, Indonesia. Int. J Sup. Chain. Mgt Vol, 9(4), 244.
Wulandari, N. (2015). Comprehensive Model of Destination Brand Experience [Disertasi]. Universitas Indonesia.
Xu, J. B. (2010). Perceptions of tourism products. Tourism Management, 31(5), 607–610.
Yusnaidi, Y. R., & Rabiqy, Y. (2016). Pengaruh Brand Personality dan Self Congruity Terhadap Loyalitas Pelanggan Dengan Gender Sebagai Variabel Moderasi. Semnas Fekon , 460–465. http://repository.ut.ac.id/6610/1/49-yusnaidi.pdf
Badan Pelaksana Otorita Danau Toba (BPODT). (2017). Konsep Pembangunan Pariwisata Kawasan Danau Toba, Medan, Sumatera Utara.
Badan Pusat Statistik (BPS). (2021). Laporan Data Wisatawan.
Barsky, J., & Nash, L. (2002). Evoking emotion: Affective keys to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 39–46.
Berry, L. L., & Carbone, P. L. (2007). Build Loyalty Through Experience. Quality Progress, 40(9).
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/https://doi.org/10.1016/j.tourman.2006.07.007
Crouch, G. I., & Ritchie, J. R. B. (2011). Destination competitiveness and its implications for host-community QOL. In Handbook of tourism and quality-of-life research: Enhancing the lives of tourists and residents of host communities (pp. 491–513). Springer.
Darley, W. K., & Smith, R. E. (1995). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising response. Journal of Advertising, 24(1), 41–56.
Del Bosque, I. R., & San Martín, H. (2008). Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2), 551–573.
Dimitrios, B. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116.
Dubé, L., & Morgan, M. S. (1998). Capturing the dynamics of in-process consumption emotions and satisfaction in extended service transactions. International Journal of Research in Marketing, 15(4), 309–320.
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan desrtasi ilmu manajemen.
Gopalan, R., & Narayan, B. (2010). Improving customer experience in tourism: A framework for stakeholder collaboration. Socio-Economic Planning Sciences, 44(2), 100–112.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–151. https://doi.org/10.2753/MTP1069-6679190202
Ismail, A. R., Nguyen, B., & Melewar, T. C. (2018). Impact of perceived social media marketing activities on brand and value consciousness: roles of usage, materialism and conspicuous consumption. International Journal of Internet Marketing and Advertising, 12(3), 233–254.
Kani, Y., Aziz, Y. A., Sambasivan, M., & Bojei, J. (2017). Antecedents and outcomes of destination image of Malaysia. Journal of Hospitality and Tourism Management, 32, 89–98.
Keller, K. L. , P. M. G. , J. I. (2011). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education. https://openlibrary.telkomuniversity.ac.id/pustaka/9726/strategic-brand-management-building-measuring-and-managing-brand-equity-3-e-.html
Konecnik Ruzzier, M., & Gartner, W. (2013). Customer-based Brand Equity for a Destination. Annals of Tourism Research, 34, 400–421. https://doi.org/10.1016/j.annals.2006.10.005
Melnyk, V., Van Osselaer, S. M. J., & Bijmolt, T. H. A. (2009). Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers. Journal of Marketing, 73(4), 82–96.
MI Tarigan Endang Sulistya Rini Beby Karina F. Sembiring, A. N. L. (2022). Preliminaries of Destination Brand Experience at Lake Toba in Indonesia. Webology, 19(1), 5821–5837.
Mitchell, V., & Walsh, G. (2004). Gender differences in German consumer decision?making styles. Journal of Consumer Behaviour: An International Research Review, 3(4), 331–346.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131–142.
Morgan, R. M. (2010). The resource-advantage theory of competition: A Review. Advances in Applied Business Strategy, 12(102), 153–206.
Morgan, T., Anokhin, S., & Wincent, J. (2016). Entrepreneurial orientation, firm market power and opportunism in networks. Journal of Business and Industrial Marketing, 31(1), 99–111. https://doi.org/10.1108/JBIM-03-2014-0063
Oliver, C. (1997). Sustainable competitive advantage: combining institutional and resource?based views. Strategic Management Journal, 18(9), 697–713.
Pavlovich, K. (2003). The evolution and transformation of a tourism destination network: the Waitomo Caves, New Zealand. Tourism Management, 24(2), 203–216.
Rageh Ismail, A., Melewar, T. C., Lim, L., & Woodside, A. (2011). Customer experiences with brands: Literature review and research directions. The Marketing Review, 11(3), 205–225.
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk hubungan nonlinier dalam penelitian sosial dan bisnis. Penerbit Andi.
Tarigan, M. I. (2021). Anteseden Pengalaman Merek Destinasi dan Konsekuensinya Terhadap Loyalitas Merek Destinasi Kawasan Wisata Danau Toba [Disertasi]. Universitas Sumatera Utara.
Tarigan, M. I., Lubis, A. N., Rini, E. S., & Sembiring, B. K. F. (2020). A Study of Supply Chain Management for Preliminary Destination Brand Experience in North Sumatera, Indonesia. Int. J Sup. Chain. Mgt Vol, 9(4), 244.
Wulandari, N. (2015). Comprehensive Model of Destination Brand Experience [Disertasi]. Universitas Indonesia.
Xu, J. B. (2010). Perceptions of tourism products. Tourism Management, 31(5), 607–610.
Yusnaidi, Y. R., & Rabiqy, Y. (2016). Pengaruh Brand Personality dan Self Congruity Terhadap Loyalitas Pelanggan Dengan Gender Sebagai Variabel Moderasi. Semnas Fekon , 460–465. http://repository.ut.ac.id/6610/1/49-yusnaidi.pdf
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.