DESTINATION POSITIONING AND GENERATION Z LOYALTY IN TOURISM: THE MEDIATING INFLUENCE OF DESTINATION EXPERIENCE AND DESTINATION IMAGE
Kata Kunci:
posisi destinasi, pengalaman destinasi, citra destinasi, loyalitas destinasi
Abstrak
Penelitian ini menyelidiki interaksi antara pemosisian destinasi, pengalaman destinasi, citra destinasi, dan loyalitas di antara wisatawan Generasi Z, yang telah muncul sebagai kekuatan signifikan dalam industri pariwisata. Mengingat preferensi mereka yang berbeda yang dipengaruhi oleh pengaruh digital dan media sosial, penelitian ini bertujuan untuk menganalisis bagaimana pengalaman destinasi dan citra destinasi memediasi hubungan antara pemosisian destinasi dan loyalitas Generasi Z. Dengan menggunakan teknik non-probability purposive sampling, data disebarkan melalui survei kepada 200 responden Generasi Z di Indonesia. Structural Equation Modeling dengan AMOS digunakan untuk menguji hubungan antar variabel dalam penelitian ini. Temuan menunjukkan bahwa pengalaman merek yang positif secara signifikan meningkatkan citra destinasi, yang pada gilirannya menumbuhkan loyalitas di kalangan wisatawan muda. Implikasi dari wawasan ini menunjukkan bahwa para pemangku kepentingan pariwisata harus berinovasi dalam strategi pemasaran mereka untuk menciptakan pengalaman mendalam yang selaras dengan nilai-nilai Generasi Z, yang pada akhirnya mendorong keterlibatan dan kunjungan berulang di pasar yang kompetitif.
Referensi
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Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102989
Assaker, G. (2014). Examining a hierarchical model of Australia’s destination image. Journal of Vacation Marketing, 20(3), 195–210. https://doi.org/10.1177/1356766714527104
Baloglu, S., & Mccleary, K. W. (1999). A MODEL OF DESTINATION IMAGE FORMATION. www.elsevier.com/locate/atoures
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287. https://doi.org/10.1108/JRIM-06-2016-0065
Baron, R. M. , & K. D. A. (1986). The moderatormediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology.
Beerli, A., & Martín, J. D. (2004). Tourists’ characteristics and the perceived image of tourist destinations: A quantitative analysis - A case study of Lanzarote, Spain. Tourism Management, 25(5), 623–636. https://doi.org/10.1016/j.tourman.2003.06.004
Cagnin, N., Nicolas, M., & Lopez Vega, H. (2022). Generation Z and brand loyalty : the influence of Gen Z specific expectations on attitudinal and behavioural loyalty.
Camprubí, R., & Gassiot-Melian, A. (2023). Advances in Tourism Image and Branding. In Sustainability (Switzerland) (Vol. 15, Issue 4). MDPI. https://doi.org/10.3390/su15043688
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Dimitriou, C. K., & AbouElgheit, E. (2019). Understanding generation Z’s social decision-making in travel. In Tourism and Hospitality Management (Vol. 25, Issue 2, pp. 311–334). University of Rijeka. https://doi.org/10.20867/thm.25.2.4
Francis, T. , & H. F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company.
Hair, J. F. , B. B. J. , A. R. E. , & B. W. C. (2019). Multivariate Data Analysis. 8.
Haryono, S. (2016). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS (Vol. 53).
Hasan, A. (2015). Yogyakarta: Center for Academic Publishing Service. Tourism Marketing.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
Ishani, Sharma. , S. Sharma. , A. Aggarwal. , S. Gupta. (2024). Exploring the link between creative tourist experiences and intentions among Gen Z: a sequential mediation modeling approach in creative tourism. Young Consumers: Insight and Ideas for Responsible Marketers.
Jiang, Y., & Hong, F. (2023). Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research, 48(2), 220–233. https://doi.org/10.1080/02508281.2021.1915621
Jing, X. (2011). Luxury hotel brand equity, customer experience, and their antecedents: A study of business travellers in Hong Kong (Doctoral dissertation, Hong Kong Polytechnic University).
Jo ˘ Sko Brakus, J., Schmitt, B. H., Zarantonello, L., & Simon, W. E. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 1547–7185.
Kang, S. K. (2015). Dual Dimensions of Attitudinal Loyalty and Behavioral Loyalty Among Hotel Customers. Journal of Tourism Research & Hospitality, 4, 2.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216–237. https://doi.org/10.1016/S0160-7383(02)00062-2
Kovalenko, A., Dias, Á., Pereira, L., & Simões, A. (2023). Gastronomic Experience and Consumer Behavior: Analyzing the Influence on Destination Image. Foods, 12(2). https://doi.org/10.3390/foods12020315
Kumar, V., & Kaushal, V. (2021). Perceived brand authenticity and social exclusion as drivers of psychological brand ownership. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102579
Lin, C. T., & Huang, Y. L. (2009). Mining tourist imagery to construct destination image position model. Expert Systems with Applications, 36(2 PART 1), 2513–2524. https://doi.org/10.1016/j.eswa.2008.01.074
Liu, K. N., & Hu, C. (2022). Investigating the Impacts of Hotel Brand Experience on Brand Loyalty: The Mediating Role of Brand Positioning. International Journal of Hospitality and Tourism Administration, 23(6), 1102–1124. https://doi.org/10.1080/15256480.2021.1905585
Liu, K. N., Tsai, T. I., Xiao, Q., & Hu, C. (2021). The impact of experience on brand loyalty: Mediating effect of images of Taiwan hotels. Journal of China Tourism Research, 17(3), 395–414. https://doi.org/10.1080/19388160.2020.1777238
Lundmark, A., & Lundgren Elsalhy, S. (2009). Corporate Social Responsibility in Branding.
Madiha, Ali. , M. Sajjad. , Orangzab. , B. Tariq. (2021). Impact of Destination Attractiveness on Tourists’ Attachment with Mediating Role of Destination Image. The Journal of Men’s Studies.
Mannheim, K. (1952). The Problem of Generations. Essays on the Sociology of Knowledge,. 24, 276–322.
Martín-Santana, J. D., Beerli-Palacio, A., & Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62, 13–25. https://doi.org/10.1016/j.annals.2016.11.001
Mayo, E. (2015). Tourism and the National Parks: A Psychographic and Attitudinal Study Among other things, respondents provided basic demographic information and trip characteristic in-formation. In addition, they rated National Parks, eight DATO regions, and American Indian Reserva-tions3 on a scale from 1 (.
Nuyken, M., Zilbershtein, D., & Rauf, A. (2022). Generation Z’s perspective on restaurant service quality. Research in Hospitality Management, 12(3), 309–318. https://doi.org/10.1080/22243534.2023.2202495
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), 755–774. https://doi.org/10.1080/19368623.2018.1445055
Pike, S. (2017). Destination positioning and temporality: Tracking relative strengths and weaknesses over time. Journal of Hospitality and Tourism Management, 31, 126–133. https://doi.org/10.1016/j.jhtm.2016.11.005
Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105–115. https://doi.org/10.14710/dijb.4.2.2021.105-115
Prihananto, P., Yusvianty, R. S. A., Hakim, N. S., Bhawika, G. W., & Agustin, H. (2024). Analyzing Brand Positioning and Brand Image of Smartphone Brands in Indonesia by Mining Online Review. Procedia Computer Science, 234, 318–332. https://doi.org/10.1016/j.procs.2024.03.006
Rebecca C. Slepian, A. C. V. H. P. H. F. (2024). Social media, wearables, telemedicine and digital health,”—A Gen Y and Z perspective. 524–544. https://doi.org/https://doi.org/10.1016/B978-0-12-824010-6.00072-1
Schmitt, B. (2016). Experiential Marketing. Journal of Marketing Management, 15, 53–67. https://doi.org/http://dx.doi.org/10.1362/026725799784870496
Seemiller, C., & Grace, M. (2017). Generation Z: Educating and Engaging the Next Generation of Students. About Campus: Enriching the Student Learning Experience, 22(3), 21–26. https://doi.org/10.1002/abc.21293
Sekaran, U. , & R. B. (2016). A Skill-Building Approach . Research Methods for Business.
Singh, R. (2018). Destination Brand Experience and its relationship with Tourists Satisfaction and Intention to Recommend: A Conceptual Model. In African Journal of Hospitality, Tourism and Leisure (Vol. 7, Issue 1). http//:www.ajhtl.com
Sönmez, S., Sirakaya Sönmez, E., & Sirakaya, E. (2002). Woodside and Lysonski 1989) as well as empirical research conducted in the same area (i.e. In Wahab, Crampon, and Rothfield (Vol. 41, Issue 2). Milman and Pizam. http://www.sagepub.com/
S, S., & Mohanasundaram, T. (2024). Fit Indices in Structural Equation Modeling and Confirmatory Factor Analysis: Reporting Guidelines. Asian Journal of Economics, Business and Accounting, 24(7), 561–577. https://doi.org/10.9734/ajeba/2024/v24i71430
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40–60. https://doi.org/10.1016/j.tourman.2015.09.006
Suliyanto. (2011). EKONOMETRIKA TERAPAN: Teori & Aplikasi dengan SPSS.
Suryati, Lili. (2015). A Strategy for Increasing Customer Loyalty. Yogyakarta. Marketing Management.
Susanto A.B & Wijanarko Himawan. (2004). Power Branding, Jakarta. Quantum Manajemen & Bisnis.
Tănase, M. O., Nistoreanu, P., Dina, R., Georgescu, B., Nicula, V., & Mirea, C. N. (2023). Generation Z Romanian Students’ Relation with Rural Tourism—An Exploratory Study. Sustainability (Switzerland), 15(10). https://doi.org/10.3390/su15108166
Yamane, T., & Kaneko, S. (2021). Is the younger generation a driving force toward achieving the sustainable development goals? Survey experiments. Journal of Cleaner Production, 292. https://doi.org/10.1016/j.jclepro.2021.125932
Yu, C., & Hwang, Y. S. (2019). Do the social responsibility efforts of the destination affect the loyalty of tourists? Sustainability (Switzerland), 11(7). https://doi.org/10.3390/su11071998
Akbari, M., Nazarian, A., Foroudi, P., Seyyed Amiri, N., & Ezatabadipoor, E. (2021). How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit? Current Issues in Tourism, 24(13), 1897–1917. https://doi.org/10.1080/13683500.2020.1800601
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102989
Assaker, G. (2014). Examining a hierarchical model of Australia’s destination image. Journal of Vacation Marketing, 20(3), 195–210. https://doi.org/10.1177/1356766714527104
Baloglu, S., & Mccleary, K. W. (1999). A MODEL OF DESTINATION IMAGE FORMATION. www.elsevier.com/locate/atoures
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287. https://doi.org/10.1108/JRIM-06-2016-0065
Baron, R. M. , & K. D. A. (1986). The moderatormediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology.
Beerli, A., & Martín, J. D. (2004). Tourists’ characteristics and the perceived image of tourist destinations: A quantitative analysis - A case study of Lanzarote, Spain. Tourism Management, 25(5), 623–636. https://doi.org/10.1016/j.tourman.2003.06.004
Cagnin, N., Nicolas, M., & Lopez Vega, H. (2022). Generation Z and brand loyalty : the influence of Gen Z specific expectations on attitudinal and behavioural loyalty.
Camprubí, R., & Gassiot-Melian, A. (2023). Advances in Tourism Image and Branding. In Sustainability (Switzerland) (Vol. 15, Issue 4). MDPI. https://doi.org/10.3390/su15043688
country-brand-equity-model-sustainability-perspective-2ilvxjufe3. (n.d.).
Dimitriou, C. K., & AbouElgheit, E. (2019). Understanding generation Z’s social decision-making in travel. In Tourism and Hospitality Management (Vol. 25, Issue 2, pp. 311–334). University of Rijeka. https://doi.org/10.20867/thm.25.2.4
Francis, T. , & H. F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company.
Hair, J. F. , B. B. J. , A. R. E. , & B. W. C. (2019). Multivariate Data Analysis. 8.
Haryono, S. (2016). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS (Vol. 53).
Hasan, A. (2015). Yogyakarta: Center for Academic Publishing Service. Tourism Marketing.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
Ishani, Sharma. , S. Sharma. , A. Aggarwal. , S. Gupta. (2024). Exploring the link between creative tourist experiences and intentions among Gen Z: a sequential mediation modeling approach in creative tourism. Young Consumers: Insight and Ideas for Responsible Marketers.
Jiang, Y., & Hong, F. (2023). Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research, 48(2), 220–233. https://doi.org/10.1080/02508281.2021.1915621
Jing, X. (2011). Luxury hotel brand equity, customer experience, and their antecedents: A study of business travellers in Hong Kong (Doctoral dissertation, Hong Kong Polytechnic University).
Jo ˘ Sko Brakus, J., Schmitt, B. H., Zarantonello, L., & Simon, W. E. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 1547–7185.
Kang, S. K. (2015). Dual Dimensions of Attitudinal Loyalty and Behavioral Loyalty Among Hotel Customers. Journal of Tourism Research & Hospitality, 4, 2.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216–237. https://doi.org/10.1016/S0160-7383(02)00062-2
Kovalenko, A., Dias, Á., Pereira, L., & Simões, A. (2023). Gastronomic Experience and Consumer Behavior: Analyzing the Influence on Destination Image. Foods, 12(2). https://doi.org/10.3390/foods12020315
Kumar, V., & Kaushal, V. (2021). Perceived brand authenticity and social exclusion as drivers of psychological brand ownership. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102579
Lin, C. T., & Huang, Y. L. (2009). Mining tourist imagery to construct destination image position model. Expert Systems with Applications, 36(2 PART 1), 2513–2524. https://doi.org/10.1016/j.eswa.2008.01.074
Liu, K. N., & Hu, C. (2022). Investigating the Impacts of Hotel Brand Experience on Brand Loyalty: The Mediating Role of Brand Positioning. International Journal of Hospitality and Tourism Administration, 23(6), 1102–1124. https://doi.org/10.1080/15256480.2021.1905585
Liu, K. N., Tsai, T. I., Xiao, Q., & Hu, C. (2021). The impact of experience on brand loyalty: Mediating effect of images of Taiwan hotels. Journal of China Tourism Research, 17(3), 395–414. https://doi.org/10.1080/19388160.2020.1777238
Lundmark, A., & Lundgren Elsalhy, S. (2009). Corporate Social Responsibility in Branding.
Madiha, Ali. , M. Sajjad. , Orangzab. , B. Tariq. (2021). Impact of Destination Attractiveness on Tourists’ Attachment with Mediating Role of Destination Image. The Journal of Men’s Studies.
Mannheim, K. (1952). The Problem of Generations. Essays on the Sociology of Knowledge,. 24, 276–322.
Martín-Santana, J. D., Beerli-Palacio, A., & Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62, 13–25. https://doi.org/10.1016/j.annals.2016.11.001
Mayo, E. (2015). Tourism and the National Parks: A Psychographic and Attitudinal Study Among other things, respondents provided basic demographic information and trip characteristic in-formation. In addition, they rated National Parks, eight DATO regions, and American Indian Reserva-tions3 on a scale from 1 (.
Nuyken, M., Zilbershtein, D., & Rauf, A. (2022). Generation Z’s perspective on restaurant service quality. Research in Hospitality Management, 12(3), 309–318. https://doi.org/10.1080/22243534.2023.2202495
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), 755–774. https://doi.org/10.1080/19368623.2018.1445055
Pike, S. (2017). Destination positioning and temporality: Tracking relative strengths and weaknesses over time. Journal of Hospitality and Tourism Management, 31, 126–133. https://doi.org/10.1016/j.jhtm.2016.11.005
Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105–115. https://doi.org/10.14710/dijb.4.2.2021.105-115
Prihananto, P., Yusvianty, R. S. A., Hakim, N. S., Bhawika, G. W., & Agustin, H. (2024). Analyzing Brand Positioning and Brand Image of Smartphone Brands in Indonesia by Mining Online Review. Procedia Computer Science, 234, 318–332. https://doi.org/10.1016/j.procs.2024.03.006
Rebecca C. Slepian, A. C. V. H. P. H. F. (2024). Social media, wearables, telemedicine and digital health,”—A Gen Y and Z perspective. 524–544. https://doi.org/https://doi.org/10.1016/B978-0-12-824010-6.00072-1
Schmitt, B. (2016). Experiential Marketing. Journal of Marketing Management, 15, 53–67. https://doi.org/http://dx.doi.org/10.1362/026725799784870496
Seemiller, C., & Grace, M. (2017). Generation Z: Educating and Engaging the Next Generation of Students. About Campus: Enriching the Student Learning Experience, 22(3), 21–26. https://doi.org/10.1002/abc.21293
Sekaran, U. , & R. B. (2016). A Skill-Building Approach . Research Methods for Business.
Singh, R. (2018). Destination Brand Experience and its relationship with Tourists Satisfaction and Intention to Recommend: A Conceptual Model. In African Journal of Hospitality, Tourism and Leisure (Vol. 7, Issue 1). http//:www.ajhtl.com
Sönmez, S., Sirakaya Sönmez, E., & Sirakaya, E. (2002). Woodside and Lysonski 1989) as well as empirical research conducted in the same area (i.e. In Wahab, Crampon, and Rothfield (Vol. 41, Issue 2). Milman and Pizam. http://www.sagepub.com/
S, S., & Mohanasundaram, T. (2024). Fit Indices in Structural Equation Modeling and Confirmatory Factor Analysis: Reporting Guidelines. Asian Journal of Economics, Business and Accounting, 24(7), 561–577. https://doi.org/10.9734/ajeba/2024/v24i71430
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40–60. https://doi.org/10.1016/j.tourman.2015.09.006
Suliyanto. (2011). EKONOMETRIKA TERAPAN: Teori & Aplikasi dengan SPSS.
Suryati, Lili. (2015). A Strategy for Increasing Customer Loyalty. Yogyakarta. Marketing Management.
Susanto A.B & Wijanarko Himawan. (2004). Power Branding, Jakarta. Quantum Manajemen & Bisnis.
Tănase, M. O., Nistoreanu, P., Dina, R., Georgescu, B., Nicula, V., & Mirea, C. N. (2023). Generation Z Romanian Students’ Relation with Rural Tourism—An Exploratory Study. Sustainability (Switzerland), 15(10). https://doi.org/10.3390/su15108166
Yamane, T., & Kaneko, S. (2021). Is the younger generation a driving force toward achieving the sustainable development goals? Survey experiments. Journal of Cleaner Production, 292. https://doi.org/10.1016/j.jclepro.2021.125932
Yu, C., & Hwang, Y. S. (2019). Do the social responsibility efforts of the destination affect the loyalty of tourists? Sustainability (Switzerland), 11(7). https://doi.org/10.3390/su11071998
Diterbitkan
2024-12-06
##submission.howToCite##
Lestari, R. D. L. (2024). DESTINATION POSITIONING AND GENERATION Z LOYALTY IN TOURISM: THE MEDIATING INFLUENCE OF DESTINATION EXPERIENCE AND DESTINATION IMAGE. Assets: Jurnal Ekonomi, Manajemen, Dan Akuntansi, 14(2), 284-302. https://doi.org/10.24252/assets.v14i2.51805
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Volume 14 Nomor 2, Desember 2024
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