Brand Value and Tourists’ Satisfaction in Lombok Indonesia as a Halal Tourism Destination
Since 2015, the Ministry of Tourism and Creative Economy of the Republic of Indonesia has appointed Lombok of West Nusa Tenggara as a halal tourism destination. Because of its natural beauty, which is comparable to that of Bali, the majority of the population is Muslim, and the island has a distinct religious culture and history, Lombok has a lot of promise in promoting halal tourism in Indonesia. This study intends to elucidate the relationship between destination brand awareness, brand image, brand quality, and destination brand value in increasing the destination brand satisfaction of tourists visiting Lombok. This study proposes a new model and clarifies the concept of a new indicator on the variable of destination brand value. Upon analysis of structural equation modeling (SEM) using convenience sampling employing WarpPLS software to 250 respondents, it was proven that the research model was accepted with a coefficient of determination (R2) of 86.6%. The proposed model shows destination brand value to be a determinant of tourists’ satisfaction. The model also proves that indicators of convenience, reasonable cost, fun, and getting benefits make a positive contribution to brand value destinations. This study offers practical implication that tourism managers should pay attention to and improve brand image, which currently has little impact on destination brand value, by building brand popularity and competitive advantages.
Keywords : Brand Value; Halal Tourism; Tourism Destination; Tourism Satisfaction
- Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
- Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Revies. 38(3), 102-120.
- Abbasi, M., Ahmad, R., & Seyed, K. N. (2014). Assessment of factors affecting destination brand value in tourism industry (Shiraz city). International Journal of Scientific Management and Development, 2(10), 518-528.
- Alserhan, B. A. (2010). Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18(1), 34–49. https://doi.org/10.1057/bm.2010.18
- Anholt, S. (2007). Competitive identity: The new brand management for nations. Palgrave Macmillan
- Battour, M., & Ismail, M. N., 2015. Halal tourism: Concepts, practices, challenges, and future. Tourism Management Perspectives, 19, 150– 154. https://doi.org/10.1016/j.tmp.2015 .12.008
- Blain, C., Levy, S. E., & Ritchie, J. R. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328-338.
- Botterill, D. T., & Crompton, J. L. (1996). Two case studies exploring the nature of the tourist’s experience. Journal of Leisure Research, 28(1), 57–82.
- Carboni, M., Perelli, C., & Sistu, G. (2014). Apakah pariwisata Islam merupakan pilihan yang tepat untuk pariwisata Tunisia? Wawasan dari Djerba. Tourism Management Perspectives, 11(0), 1– 9.
- Chandra, G, R. (2014). Halal tourism; a new goldmine for tourism. International Journal of Business Management & Research, 4(6), 45-62.
- Dobni, D, & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in consumer research, 17, 110-119.
- Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers product evaluations. Journal of Marketing Research, 28(3), 307-319.
- Hair Jr. J. F, Hult G. T., Ringle C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publication.
- Halbase. (2015). Halal Tourism. Retrieved from: http://www.halbase.com/articles?content=11
- Heeler, R. M., Nguyen, A., & Buff, C. (2007). Bundles discount? Revisiting complex theories of bundle effects. Journal of Product & Brand Management, 16(7), 492-500. https://doi.org/10.1108/10610420710834940
- Jafari, J., & Scott, N. (2014). Muslim world and its tourism. Annals of Tourism Research, 44, 1-19
- Kapferer, J. N. (2008). New strategic brand management: Creating and sustaining brand equity long term (4th ed.). Kogan Page Limited.
- Keller. (2008). Strategic Brand Management: 3E provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity. Pearson Education.
- Kim, S. H., Han, H. S., Holland, S., & Byon, K. K. (2009). Structural relationships among involvement, destination brand equity, satisfaction and destination visit intentions: The case of Japanese outbound travelers. Journal of Vacation Marketing, 15, 349-365.
- Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Journal of Annals of Tourism Research, 34(2), 400-421.
- Kotler, P. (2015). Marketing management, millennium edition. Prentice Hall.
- Kotler, P., & Keller, K.L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
- Kwun, J., & Oh, H. (2004). Effects of brand, price, and risk on customers' value perceptions and behavioral intentions in the restaurant industry. Journal of Hospitality and Leisure Marketing, 11(1), 31-49.
- Li, R., & Petrick, J. F., & Zhou, N. (2007). Towards a conceptual framework of tourists' destination knowledge and loyalty. Journal of quality assurance. Hospitality and Tourism, 8(3), 79-96.
- Liu, Y., Li, J., & Sheng, S. (2021). Brand co-creation in tourism industry: The role of guide-tourist interaction. Journal of Hospitality and Tourism Management, 49, 244-252.
- Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y. A., & Yen, D. A. (2020). Millennial Chinese consumers' perceived destination brand value. Journal of Business Research, 116, 655-665.
- Mansur, S., Saragih, N., Susilawati, S., Udud, Y., & Endri, E. (2021). Consumer brand engagement and brand communications on destination brand equity maritine tourism in Indonesia. Journal of Environmental Management & Tourism, 12(4), 1032-1042.
- Marlinda, A. P., Al-Fadhat, F., Cipto, B., & Jubba, H. (2022). Halal tourism as a strategic option for South Korean tourism. Journal of Islamic Marketing. https://doi.org/ 10.1108/JIMA-03-2021-0074
- Murphy, P., Pritchard, M.P., & Smith, B. (2000). The destination product and its impact on traveller perceptions. Tourism Management, 21(1), 43-52. https://doi.org/10.1016/s0261-5177(99)00080-1
- O’Guinn, T. C., Allen, C. T. & Semenik, R. J. (2009). Advertising and integrated brand promotion (5th ed.). mason, South-Western Cengage Learning.
- O’Neill, J. W., A. S. Mattila, & Xiao, Q. (2006). Hotel guest satisfaction and brand performance: The effect of franchising strategy. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 25-39.
- Petrick, J. F. (2004). The Roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407.
- Radišić, B. B., & Mihelić, B. (2006). The tourist destination brand. Tourism and Hospitality Management, 12(2), 183-189. https://doi.org/10.20867/thm.12.2.16.
- Rahmiati, F., Othman, N. A., & Sunanti, M. A. P. (2018). Muslim tourist satisfaction of halal tourism in Lombok. Jurnal Syarikah: Jurnal Ekonomi Islam, 4(2), 122-129. https://doi.org/10.30997/jsei.v4i2.1501
- Rangkuti, F. (2014). Manajemen persediaan aplikasi di bidang bisnis. PT. Raja Grafindo Persada.
- Razalli, M. R., Abdullah, S, & Hassan, M. G. (2012). Developing a model for Islamic hotels: evaluating opportunities and challenges. Working Paper. Universiti Utara Malaysia.
- Setiadi, N. J. (2013). Perilaku Konsumen. Kencana.
- Shakiry, A. S. (2006). The academy of Islamic tourism project. Islamic Tourism, 25, September-October.
- Sweeney J. C, & Wyber F. (2002). The role of cognitions and emotions in the music -approach-avoidance behavior relationship. Journal Service Marketing,16(1), 51-69.
- Tjiptono, F. (2014). Pemasaran jasa: Prinsip, penerapan, dan penelitian. Andi Offset.
- Vinh, T., & Huy, L. (2016). The Relationships among brand equity, brand preference, and purchase intention: Empirical Evidence from the motorbike market in Vietnam. International Journal of Economics and Finance, 8(3), 75-84. https://doi.org/ 10.5539/ijef.v8n3p75
- Zeithaml, V. A. (1998). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 1-22. https://doi.org/10.1177/002224298805200302.