Bali brand love: A perspective from domestic tourists

Autor:	I Putu Gde Sukaatmadja, NI Nyoman Kerti Yasa, Putu Laksmita Dewi Rahmayanti
Jazyk:	angličtina
Rok vydání:	2023
Předmět:	brand image experience destination quality brand love WOM recommendation Business HF5001-6182 Management. Industrial management HD28-70
Zdroj:	Cogent Business & Management, Vol 10, Iss 3 (2023)
Druh dokumentu:	article
ISSN:	23311975 2331-1975
DOI:	10.1080/23311975.2023.2260119
Popis:	AbstractThis research aimed to examine and explain the effect of brand image, tourist experience, and destination quality on brand love, Word of Mouth (WOM), recommendation, and revisit intention. The research samples included 284 domestic tourists visiting Bali at least twice in the last 5 years. The research data were then analyzed using a path analysis with SEM-PLS. The research analysis results showed that all relationships had positive and significant effects, except tourist experience on WOM which had positive, but insignificant effect. It meant that tourist experience when traveling to Bali could not produce positive WOM. Brand image, experience, and destination quality are maintained to build high brand love for Bali. These also could generate positive WOM, higher recommendation level, and increase revisit intention of domestic tourists.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/379857b0daac41c59db498fd73e57c20 Zobrazit plný text záznamu View record in DOAJ Plný text ve formátu PDF Plný text ve formátu HTML
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