2.1 Brand Gestalt

Philippine Management Review2022, Vol. 29, 1-24.

Destination brand gestalt and its effects on brand attachment and brand loyalty

‡•‡Ǥƒ†ƒ‰‹^ȗƒǡƒ˜‡Ǥ‡–‡‘^ȗȗ„Ƭ†”ƒŒ‹–^ȗȗȗƒ

a UNKLAB Business, School, Universitas Klabat, Manado, North Sulawesi, Indonesia

b University of the Philippines, Cesar E.A. Virata School of Business, Diliman, Quezon City 1101, Philippines

Š‹•’”‡•‡–•–—†›’”‘’‘•‡•ƒ‹–‡‰”ƒ–‡†‘†‡Ž‘ˆ†‡•–‹ƒ–‹‘„”ƒ†‰‡•–ƒŽ–ǡƒ†‹–•‡ˆˆ‡…–‘

„”ƒ†ƒ––ƒ…Š‡–ƒ†„”ƒ†Ž‘›ƒŽ–›Ǥ’‡…‹ˆ‹…ƒŽŽ›ǡ‹–ƒ‹•–‘‹˜‡•–‹‰ƒ–‡–Š‡ƒ‰‰”‡‰ƒ–‡‹ˆŽ—‡…‡

‘ˆ „”ƒ† ‰‡•–ƒŽ– ‘ „”ƒ† ƒ––ƒ…Š‡– ƒ† „”ƒ† Ž‘›ƒŽ–› ƒ– –Š‡ …‘•–”—…– Ž‡˜‡Ž ƒ† ‹–• ˆ‘—”

†‹‡•‹‘•ȋ‹Ǥ‡Ǥǡ•–‘”›ǡ•‡•‡•…ƒ’‡ǡ•‡”˜‹…‡•…ƒ’‡ǡƒ†•–ƒ‡Š‘Ž†‡”ȌǤŠ‡’”‘’‘•‡†‘†‡ŽŠƒ•

„‡‡–‡•–‡†—•‹‰ƒ•–”—…–—”ƒŽ‡“—ƒ–‹‘‘†‡Ž‘•—”˜‡›Ǧ„ƒ•‡††ƒ–ƒ™‹–Š͸ͺͶ˜‹•‹–‘”•‘ˆ‘”–Š

—Žƒ™‡•‹ǡ†‘‡•‹ƒǤ‘‘„–ƒ‹”‘„—•–ƒ†…‘˜‡”‰‡–”‡•—Ž–•ǡ–Š‡•—”˜‡›Šƒ•„‡‡†‘‡ƒ…”‘••

–Š”‡‡ †‡•–‹ƒ–‹‘ …ƒ–‡‰‘”‹‡• ȋ„‡ƒ…Š ƒ† •‡ƒǡ ‘—–ƒ‹ ƒ† ƒ–—”‡ǡ ˆ‡•–‹˜ƒŽ ƒ† …—Ž‹ƒ”›ȌǤ

‡•—Ž–•Šƒ˜‡…‘ˆ‹”‡†–Šƒ–„”ƒ†‰‡•–ƒŽ–‹•ƒ•‹‰‹ˆ‹…ƒ–’”‡†‹…–‘”‘ˆ–‘—”‹•–•̵ƒ––ƒ…Š‡–ƒ†

Ž‘›ƒŽ–›–‘–Š‡†‡•–‹ƒ–‹‘Ǥ‡•–‹ƒ–‹‘„”ƒ†ƒ––ƒ…Š‡–ƒ†Ž‘›ƒŽ–›ƒ”‡‹ˆŽ—‡…‡†„›–Š”‡‡

†‹‡•‹‘•‘ˆ–Š‡„”ƒ†‰‡•–ƒŽ––•–‘”›ǡ•‡•‡•…ƒ’‡ǡƒ†•‡”˜‹…‡•…ƒ’‡ǤŠ‹••–—†›ƒŽ•‘’”‘˜‹†‡•

‡’‹”‹…ƒŽ‡˜‹†‡…‡‘–Š‡‡ˆˆ‡…–‘ˆ„”ƒ†ƒ––ƒ…Š‡–ƒ†„”ƒ†Ž‘›ƒŽ–›‘–‘—”‹•†‡•–‹ƒ–‹‘

…‘–‡š–ǤŠ‡•‡”‡•—Ž–•…ƒ‹ˆ‘”–‘—”‹•’”ƒ…–‹–‹‘‡”•‘–Š‡…”‹–‹…ƒŽ”‘Ž‡–Šƒ–„”ƒ†‰‡•–ƒŽ–

’Žƒ›•‹•–”‡‰–Š‡‹‰–‘—”‹•–Ǧ†‡•–‹ƒ–‹‘…‘‡…–‹‘ǡƒ•™‡ŽŽƒ•…”‡ƒ–‹‰ƒ†•—•–ƒ‹‹‰„”ƒ†

Ž‘›ƒŽ–›ƒ‘‰–‘—”‹•–•Ǥ

Keywordsǣ”ƒ†‰‡•–ƒŽ–ǡ†‡•–‹ƒ–‹‘„”ƒ†‹‰ǡ„”ƒ†ƒ––ƒ…Š‡–ǡ„”ƒ†Ž‘›ƒŽ–›ǡ†‘‡•‹ƒ

1 Introduction

Š‡‹–‡”ƒ…–‹‘„‡–™‡‡–‘—”‹•–•ƒ††‡•–‹ƒ–‹‘•‹•ˆƒ”‘”‡—Ž–‹†‹‡•‹‘ƒŽƒ†‘”‡…‘’Ž‡š

–Šƒ –Š‡ ‹–‡”ƒ…–‹‘ „‡–™‡‡ –Š‡ …‘•—‡” ƒ† –”ƒ†‹–‹‘ƒŽ ’”‘†—…–• ‘” •‡”˜‹…‡• ‹ ‰‡‡”ƒŽ ȋ‹‡ǡ ʹͲͲͷȌǤŠ‡…‘’Ž‡š‹–›‘ˆ–‘—”‹•„”ƒ†‹‰Ž‹‡•ǡˆ‹”•–ǡ‹‹–•—‹“—‡…‘„‹ƒ–‹‘‘ˆ˜ƒ”‹‘—•’”‘†—…–•ǡ

•‡”˜‹…‡•ǡƒ†ƒ…–‹˜‹–‹‡•–Šƒ–…ƒ„‡…ŠƒŽŽ‡‰‹‰–‘‰‡‡”ƒŽ‹œ‡ǤŽ‹‡–Š‡‰‡‡”ƒŽ…‘…‡’–‘ˆ–Š‡„”ƒ†ǡ

™Š‹…Š”‡’”‡•‡–•ƒ•‡–‘ˆ‘ˆˆ‡”‹‰•™‹–Š•‹‹Žƒ”…Šƒ”ƒ…–‡”‹•–‹…•ǡƒ–‘—”‹•†‡•–‹ƒ–‹‘…ƒ…‘’”‹•‡‘ˆ

Š‡–‡”‘‰‡‡‘—•ƒ–‡”‹ƒŽƒ†‘Ǧƒ–‡”‹ƒŽ‡Ž‡‡–•ȋ Ž‘”‡ǡʹͲͲͷȌǤ††‹–‹‘ƒŽŽ›ǡƒ–‘—”‹•†‡•–‹ƒ–‹‘

‹•Š‹‰ŠŽ›‡š’‡”‹‡–‹ƒŽƒ†—‹“—‡Ž›ƒ••‘…‹ƒ–‡†™‹–Š–Š‡†‡•–‹ƒ–‹‘ȋŽƒ‹ǡ‡˜›ǡƬ‹–…Š‹‡ǡʹͲͲͷȌǤŠ‹•

‡š’‡”‹‡…‡ ‰‹˜‡• ƒ †‹ˆˆ‡”‡– ‡ƒ‹‰ –‘ †‹ˆˆ‡”‡– –‘—”‹•–• ȋƒ”–‡”ǡ ʹͲͳͶȌǤ —”–Š‡”‘”‡ǡ –‘—”‹•

†‡•–‹ƒ–‹‘•Šƒ˜‡—Ž–‹’Ž‡ •–ƒ‡Š‘Ž†‡”•™‹–Š†‹˜‡”•‡‹–‡”‡•–•–Šƒ–ƒ› ™‘”™‹–Š‘”ƒ‰ƒ‹•–‘‡

ƒ‘–Š‡”ȋ ›ƒŽŽǡƒ””‘†ǡƬƒ‰ǡʹͲͳʹȌǤŠ‡†‡•–‹ƒ–‹‘„”ƒ†‹‰’”‘…‡••”‡“—‹”‡•…‘ŽŽƒ„‘”ƒ–‹‘ƒ†

’ƒ”–‡”•Š‹’•„‡–™‡‡–Š‡’—„Ž‹…ƒ†’”‹˜ƒ–‡•‡…–‘”•ȋƒ‹•‘ǡʹͲͲͻǢƒ”ƒ„›ǡ‡‹•‘ǡƒ˜‹‡•ǡƬ

—‰Š‡•ǡ ʹͲͲʹǡ ’Ǥ ͺͺͲȌǤ Š—•ǡ ‹– ‹• ‹’‡”ƒ–‹˜‡ –‘ …‘•‹†‡” †‡•–‹ƒ–‹‘ „”ƒ†• Š‘Ž‹•–‹…ƒŽŽ› ƒ• ƒ

—Ž–‹†‹‡•‹‘ƒŽƒ†…‘’Ž‡š•›•–‡Ǥ

‡•’‹–‡–Š‡‰”‘™‹‰‹–‡”‡•–‹†‡•–‹ƒ–‹‘„”ƒ†‹‰‹ƒ”‡–‹‰ƒ†–‘—”‹•Ž‹–‡”ƒ–—”‡ǡ’”‡˜‹‘—•

‡’‹”‹…ƒŽ™‘”•Šƒ˜‡‘•–Ž›ˆ‘…—•‡†‘•›„‘Ž‹…‡Ž‡‡–•‘ˆ†‡•–‹ƒ–‹‘ƒ”‡–‹‰ǡ•—…Šƒ•ƒ‡ǡ

•›„‘ŽǡŽ‘‰‘ǡ–ƒ‰Ž‹‡ȋ‡Ǥ‰Ǥǡƒ›†‡Ƭ‡˜‹ǡʹͲͳʹǢŽƒ†‘—ǡƒ˜ƒ”ƒ–œ‹•ǡ‹‰‘’‘—Ž‘—ǡƬƒŽ‘‹ƒǡʹͲͳ͹Ȍǡ

‹ƒ‰‡ȋ‡Ǥ‰Ǥǡ‘—ǡ‹‹…‘„‡ǡƬ‡—‰ǡʹͲͳ͸Ȍǡ‘”‹†‡–‹–›ȋ”‡‡‘’Ƭƒ”…Š‡ǡʹͲͳ͸Ǣƒ›†‡Ƭ‡˜‹ǡ ʹͲͳʹȌǤ‡Žƒ–‹˜‡Ž›Ž‹––Ž‡‡’‹”‹…ƒŽ™‘”†‡˜‘–‡†–‘ƒ††”‡••‹‰–Š‡…‘’Ž‡š‹–›ƒ†—Ž–‹†‹‡•‹‘ƒŽ‹–›

‘ˆƒ†‡•–‹ƒ–‹‘„”ƒ†‹•ƒ˜ƒ‹Žƒ„Ž‡ǤŠ—•ǡ–Š‡’”‡•‡–•–—†›ˆ‹ŽŽ•–Š‹•–Š‡‘”‡–‹…ƒŽ‰ƒ’„›‡š–‡†‹‰–Š‡

„”ƒ†‰‡•–ƒŽ–…‘…‡’–‹–‘–Š‡–‘—”‹•†‡•–‹ƒ–‹‘…‘–‡š–ǡ™Š‹…Š’”‘˜‹†‡•ƒ‘”‡…‘’”‡Š‡•‹˜‡ƒ†

Š‘Ž‹•–‹…ƒ’’”‘ƒ…Š–‘–Š‡†‡•–‹ƒ–‹‘„”ƒ†Ǥ

”ƒ†‰‡•–ƒŽ–‹•ƒ—Ž–‹†‹‡•‹‘ƒŽ ‡–‹–›™‹–Š ’ƒ”–•–Šƒ–ƒ”‡‹–‡”™‘˜‡”‡•—Ž–‹‰‹ƒŠ‹‰Š‡”

ˆ—…–‹‘ƒŽ•›•–‡ǡ‘”‡–Šƒ–Š‡•—‘ˆ‹–•’ƒ”–•ȋ‹ƒ‘†‡–ƒŽǤǡʹͲͲͻȌǤŠ‡…‘…‡’–•—‰‰‡•–•–Šƒ––Š‡

„”ƒ†ƒ•ƒ™Š‘Ž‡•›•–‡’Žƒ›•ƒ†‹ˆˆ‡”‡–ˆ—…–‹‘–Šƒ ‡ƒ…Š‡Ž‡‡–ǡƒ†•Š‘—Ž†„‡•–—†‹‡†‹‹–•

–‘–ƒŽ‹–›‹•–‡ƒ†‘ˆ‹†‹˜‹†—ƒŽ’ƒ”–•ȋ‹ƒ‘†‡–ƒŽǤǡʹͲͲͻȌǤ‹‡™‹‰ƒ–‘—”‹•†‡•–‹ƒ–‹‘ˆ”‘–Š‡Ž‡•

ȗ‘””‡•’‘†‡…‡ǣ†‡•‡ƒ†ƒ‰‹̷—Žƒ„Ǥƒ…Ǥ‹†

ȗȗ‘””‡•’‘†‡…‡ǣ††…‡–‡‘̷—’Ǥ‡†—Ǥ’Š

ȗȗȗ‘””‡•’‘†‡…‡ǣ‹†”ƒŒ‹–̷—Žƒ„Ǥƒ…Ǥ‹†

ʹ Destination brand gestalt and its effects on brand attachment and brand loyalty

of brand gestalt enables one to capture the brand’s complexity and the dynamic synergy among its …‘’‘‡–•Ǥ“Wonderful Indonesia” is an example of a destination brand that encompasses a diverse

ƒ† —Ž–‹ˆƒ…‡–‡† –‘—”‹• ’ƒ…ƒ‰‡ –‘ ƒ…–—ƒŽ ƒ† ’‘–‡–‹ƒŽ ˜‹•‹–‘”•Ǥ – ‹• ƒ …‘„‹ƒ–‹‘ ‘ˆ ˜ƒ”‹‘—•

‡Ž‡‡–•ǡ•—…Šƒ•’‡‘’Ž‡ǡ’Š›•‹…ƒŽ‡˜‹”‘‡–ǡŠ‡”‹–ƒ‰‡ǡƒ†ƒ––”ƒ…–‹‘•‡„‘†‹‡†‹‹–•„”‡ƒ–Š–ƒ‹‰

natural beauty, vibrant culture, fascinating experience, and exhilarating adventures. Likewise, “It’s more fun in the Philippines” is a destination brand that promises something beyond travel experience,

”‡’”‡•‡–‹‰ƒ…‘„‹ƒ–‹‘‘ˆ‡š…‹–‹‰ƒ…–‹˜‹–‹‡•ǡ„‡ƒ—–‹ˆ—Ž‹•Žƒ†•ǡƒ–—”ƒŽ’Š‡‘‡‘ǡƒ†˜‹„”ƒ–

•–‘”‹‡•‡…ƒ’•—Žƒ–‡†‹–‘ƒ—Ž–‹†‹‡•‹‘ƒŽ„”ƒ†‘”‰‡•–ƒŽ–Ǥ‘–Š‡šƒ’Ž‡•‹ŽŽ—•–”ƒ–‡†‡•–‹ƒ–‹‘

„”ƒ†•–Šƒ–‘ˆˆ‡”ƒ•›‡”‰‹•–‹……‘„‹ƒ–‹‘‘ˆ—Ž–‹†‹‡•‹‘ƒŽ†‡•–‹ƒ–‹‘„”ƒ†•Ǥ

•‘‡‘ˆ–Š‡ˆƒ•–‡•–Ǧ‰”‘™‹‰‹†—•–”‹‡•‰Ž‘„ƒŽŽ›ǡ–‘—”‹•Šƒ•„‡…‘‡ƒ‡••‡–‹ƒŽ†”‹˜‡”‘ˆƒ‰Ž‘„ƒŽ

‡…‘‘›ƒ†ƒ…‘’‡–‹–‹˜‡‹†—•–”›Ǥ……‘”†‹‰–‘–Š‡‘”Ž†”ƒ˜‡Žƒ†‘—”‹•‘—…‹Žǡ‹ʹͲͳͺǡ–Š‡

–‘—”‹••‡…–‘”…‘–”‹„—–‡†–‘‘”‡–ŠƒͳͲΨ‘ˆ‰Ž‘„ƒŽ‰”‘••†‘‡•–‹…’”‘†—…–ȋȌǡ͸ǤͷΨ‘ˆ–‘–ƒŽ

‡š’‘”–ǡ ͶǤ͵Ψ ‘ˆ –‘–ƒŽ ‹˜‡•–‡–ǡ ƒ† •—’’‘”–‡† ‘”‡ –Šƒ ͵ͳͻ ‹ŽŽ‹‘ Œ‘„• ™‘”Ž†™‹†‡Ǥ

‹—Ž–ƒ‡‘—•Ž›ǡ–Š‡•‹‰‹ˆ‹…ƒ–‡š’ƒ•‹‘‘ˆ–Š‡–‘—”‹•‹†—•–”›Šƒ•–—”‡†–Š‹••‡…–‘”‹–‘ƒŠ‹‰ŠŽ›

…‘’‡–‹–‹˜‡‹†—•–”›ȋ‹‡Ƭ›ƒǡʹͲͲͶȌǤ‘—”‹•†‡•–‹ƒ–‹‘’Žƒ…‡•ƒ”‡‘™‹˜‘Ž˜‡†‹ƒ…‘•–ƒ–

„ƒ––Ž‡ –‘ ƒ––”ƒ…– ˜‹•‹–‘”• ȋ‹‡ Ƭ ›ƒǡ ʹͲͲͶȌǤ ‹–Š –Š‡ ‰”‘™‹‰ ’‡‡–”ƒ–‹‘ ‘ˆ †‹‰‹–ƒŽ –‡…Š‘Ž‘‰›ǡ …‘•—‡”•Šƒ˜‡„‡‡ƒ„Ž‡–‘‡ƒ•‹Ž›•™‹–…Š„”ƒ†•ǡ™Š‹…Š‹–—”Ž‡ƒ†•–‘‘”‡‹–‡•‡…‘’‡–‹–‹‘Ǥ

In today’s highly competitive tourism environment, brand loyalty has emerged as a critical driving

ˆ‘”…‡ ˆ‘” †‡•–‹ƒ–‹‘ ƒ”‡–‹‰ •–”ƒ–‡‰› ȋ–אǡ ƒƒ”‡”‘ǡ Ƭ ƒ‰—ƒǦƒ”…Àƒǡ ʹͲͳͶǢ ‘‘ Ƭ ›•ƒŽǡ ʹͲͲͷȌǤ —”–Š‡”‘”‡ǡ„”ƒ†Ž‘›ƒŽ–›‹•…‘•‹†‡”‡†–Š‡…‘”‡†‹‡•‹‘‘ˆ„”ƒ†‡“—‹–›†‡–‡”‹‡†„›

„”ƒ†•–”‡‰–Šȋƒ‡”ǡͳͻͻ͸Ǣ ‡”•ƬƒŽŽ•ǡʹͲͳʹǢŽƒ†‘—Ƭ‡Šƒ‰‹ƒ•ǡʹͲͳͶǢ‘šƬƒŽ‡”ǡʹͲͲͳǢ

ƒǡ ‹…‹ǡ Ƭ Š›ƒ––ǡ ʹͲͳͳȌǤ ‹‹Žƒ”Ž›ǡ „”ƒ† ƒ––ƒ…Š‡– ‹• ƒŽ•‘ …‘•‹†‡”‡† ƒ ‡› †‡•–‹ƒ–‹‘

branding issue in today’s competitive tourist market (Veasna, Wu, & Huang, 2013, p. 511). A

†‡•–‹ƒ–‹‘…ƒ‘Ž›„‡‡ˆ‹–ˆ”‘–Š‡–‘—”‹••‡…–‘”‹ˆ‹–…ƒƒ‹–ƒ‹ƒŽ‘‰Ǧ–‡”–‘—”‹•–Ǧ†‡•–‹ƒ–‹‘

ƒ––ƒ…Š‡–ȋƒ••ƒǡʹͲͲͲȌǤŠ—•ǡ‰‹˜‡–Š‡•‹‰‹ˆ‹…ƒ–”‘Ž‡•‘ˆ„”ƒ†Ž‘›ƒŽ–›ƒ†„”ƒ†ƒ––ƒ…Š‡–ǡ‹–

‹•‹’‡”ƒ–‹˜‡–‘‹˜‡•–‹‰ƒ–‡–Š‡Ž‹„‡–™‡‡„”ƒ†‰‡•–ƒŽ–ƒ†–Š‡•‡–™‘…”—…‹ƒŽ…‘•–”—…–•Ǥ

Despite the significance of brand gestalt, to the best of the authors’ knowledge, no empirical work

Šƒ•„‡‡†‡˜‘–‡†–‘‡š’Žƒ‹–Š‡‹–‡”’Žƒ›‘ˆ„”ƒ†‰‡•–ƒŽ–ǡ‡š…‡’–ˆ‘”ƒˆ‡™”‡Žƒ–‡†‡š’Ž‘”ƒ–‘”›•–—†‹‡•

ȋ‡Ǥ‰Ǥǡ Š‡”ƒ–‘› Ƭ ‹Ž‡›ǡ ͳͻͻͺǢ ƒ”–‹ Ƭ ‘‘†•‹†‡ ʹͲͳͳǢ ‹‡”‡›ǡ ƒ”’‡ǡ Ƭ ‡•–„‡”‰ǡ ʹͲͳ͸ȌǤ ……‘”†‹‰Ž›ǡ–Š‡’”‡•‡–•–—†›ˆ‹ŽŽ•–Š‹•‰ƒ’„›‡•–ƒ„Ž‹•Š‹‰ƒ‘‘Ž‘‰‹…ƒŽ‡–™‘”‘ˆ„”ƒ†‰‡•–ƒŽ–„›

‹˜‡•–‹‰ƒ–‹‰‹–•‹ˆŽ—‡…‡‘„”ƒ†ƒ––ƒ…Š‡–ƒ†„”ƒ†Ž‘›ƒŽ–›Ǥ’‡…‹ˆ‹…ƒŽŽ›ǡ–Š‹••–—†›‡š’Ž‘”‡•–Š‡

‡ˆˆ‡…–‘ˆ†‡•–‹ƒ–‹‘„”ƒ†‰‡•–ƒŽ–‘„”ƒ†ƒ––ƒ…Š‡–ƒ†Ž‘›ƒŽ–›„›Ž‘‘‹‰ƒ–‹–ˆ”‘‹–•—Ž–‹’Ž‡

†‹‡•‹‘•ȋ‹Ǥ‡Ǥǡ•–‘”›ǡ•‡•‡•…ƒ’‡ǡ•‡”˜‹…‡•…ƒ’‡ǡƒ†•–ƒ‡Š‘Ž†‡”ȌǤ‘‘‹‰ƒ–†‡•–‹ƒ–‹‘„”ƒ†•ˆ”‘

†‹ˆˆ‡”‡–†‹‡•‹‘•‡ƒ„Ž‡•‘‡–‘—†‡”•–ƒ†„‡––‡”–Š‡™Š‘Ž‡‡••‘”–Š‡–‘–ƒŽ‹–›‘ˆƒ†‡•–‹ƒ–‹‘

brand as perceived in the visitors’ minds.

‘”–Š‹•’—”’‘•‡ǡƒ‡’‹”‹…ƒŽ•–—†›™ƒ•…ƒ””‹‡†‘—–‹–Š‡’”‘˜‹…‡‘ˆ‘”–Š—Žƒ™‡•‹ǡ†‘‡•‹ƒǤ

ƒ•‡†‘–Š‡”‡…‡–†ƒ–ƒ’—„Ž‹•Š‡†„›ƒ†ƒ—•ƒ––ƒ–‹•–‹ȋʹͲʹͲȌǡ–Š‹•”‹•‹‰•–ƒ”–‘—”‹•†‡•–‹ƒ–‹‘

‹–Š‡‡ƒ•–‡”’ƒ”–‘ˆ†‘‡•‹ƒ”‡…‘”†‡†•‹‰‹ˆ‹…ƒ–‹…”‡ƒ•‡•‹–‘—”‹•–˜‹•‹–•‹–Š‡’ƒ•–ˆ‘—”›‡ƒ”•

ȋ•‡‡ ‹‰—”‡ͳȌǤ–Š”‹˜‹‰†‡•–‹ƒ–‹‘„”ƒ†‰‡•–ƒŽ–™ƒ•…”‹–‹…ƒŽˆ‘”–Š‡’”‘˜‹…‡‘ˆ‘”–Š—Žƒ™‡•‹–‘

ƒ‹–ƒ‹‹–••‹‰‹ˆ‹…ƒ–‰”‘™–Š‹–Š‡–‘—”‹••‡…–‘”„›…”‡ƒ–‹‰ƒ†•—•–ƒ‹‹‰ƒ†‡•–‹ƒ–‹‘Ǧ–‘—”‹•–

ƒ––ƒ…Š‡–ƒ†Ž‘›ƒŽ–›Ǥ

Figure 1. Total Number of Tourist Visiting North Sulawesi, 2016-2019

‘—”…‡ǣƒ†ƒ—•ƒ––ƒ–‹•–‹ǡʹͲʹͲ -

5.00 10.00 15.00 20.00 25.00

2016 2017 2018 2019

Number of tourist (in million)

Year

1.53 1.7 2.09

22.1

Deske W. Mandagi, Dave DG. Centeno & Indrajit ͵

2 Literature Review

2.1 Brand Gestalt

Š‡…‘…‡’–‘ˆ„”ƒ†‰‡•–ƒŽ–’‘•‹–•–Šƒ–ƒ„”ƒ†ƒ•ƒ…‘’Ž‡š‡–‹–›‹•–Š‡’”‘†—…–‘ˆ–Š‡…‘–‹—‘—•

‹–‡”’Žƒ›ƒ‘‰‹–• ‡Ž‡‡–•ƒ†–Š‡ ‡˜‹”‘‡–™Š‡”‡‹– ”‡•‹†‡•ȋ‹ƒ‘† ‡– ƒŽǤǡʹͲͲͻȌǤ‡ŽŽ‡”

ȋʹͲͲ͵Ȍ •—‰‰‡•–• –Šƒ– ‰‹˜‡ –Š‡ …—””‡– Š‹‰ŠŽ› …‘’‡–‹–‹˜‡ ƒ”‡–’Žƒ…‡ǡ ‹– ‹• ‹’‡”ƒ–‹˜‡ –‘ –ƒ‡ ƒ

„”‘ƒ†‡” ƒ† ‘”‡ Š‘Ž‹•–‹… „”ƒ† …‘…‡’– „› …‘•‹†‡”‹‰ –Š‡ Ž‹ „‡–™‡‡ –Š‡ „”ƒ† ƒ† ‘–Š‡”

‡˜‹”‘‡–ƒŽ‡Ž‡‡–•ȋ‹Ǥ‡Ǥǡ•–ƒ‡Š‘Ž†‡”•ǡ–Š‹‰•ǡƒ†‘–Š‡”„”ƒ†•ȌǤ”ƒ†‰‡•–ƒŽ––Š—•’”‘˜‹†‡•ƒ

‘”‡Š‘Ž‹•–‹…ƒ†…‘’”‡Š‡•‹˜‡ƒ••‡••‡–‘ˆƒ„”ƒ†ƒ•ƒ…‘’Ž‡š‡–‹–›Ǥ•‹ƒ‘†‡–ƒŽǤȋʹͲͲͻȌ

‘–‡ǡ„”ƒ†‰‡•–ƒŽ–‡ƒ„Ž‡•‘‡–‘•–—†›–Š‡„”ƒ†‹‹–•–‘–ƒŽ‹–›‘”‡–ŠƒŒ—•––Š‡•—‘ˆ‹–•’ƒ”–•Ǥ

”ƒ†‰‡•–ƒŽ–‹•‡••‡–‹ƒŽ–‘Ž‘‰Ǧterm branding success because of its ability to capture a brand’s …‘’Ž‡š‹–›ǡ‡•’‡…‹ƒŽŽ›‹‡š’Žƒ‹‹‰–Š‡•›‡”‰›„‡–™‡‡‹–•˜ƒ”‹‘—•…‘’‘‡–•ȋƒ†ƒ‰‹ǡ‡–‡‘ǡ Ƭ†”ƒŒ‹–ǡʹͲʹͳȌǤ‘™‡˜‡”ǡ‘‡’‹”‹…ƒŽ•–—†›Šƒ•„‡‡†‡˜‘–‡†–‘‡šƒ‹‹‰–Š‡‹–‡”’Žƒ›‘ˆ„”ƒ†

‰‡•–ƒŽ–ǡ’ƒ”–‹…—Žƒ”Ž›‹–Š‡–‘—”‹•…‘–‡š–ǤŠ‡‘•–‘–ƒ„Ž‡‡’‹”‹…ƒŽ™‘”‘„”ƒ†‰‡•–ƒŽ–‹•–Š‡

•‡‹ƒŽ ’ƒ’‡” ‘ˆ ‹ƒ‘† ‡– ƒŽǤ ȋʹͲͲͻȌǡ ™Š‹…Š ˜‹‡™• „”ƒ† ‰‡•–ƒŽ– ƒ• ƒ —Ž–‹†‹‡•‹‘ƒŽ „”ƒ†

…‘•–”—…–…‘’‘•‡†‘ˆ•–‘”‹‡•‘”ƒ””ƒ–‹˜‡•ǡ’Š›•‹…ƒŽ‡˜‹”‘‡–ȋ‹Ǥ‡Ǥǡ•–‘”‡‘”•’ƒ…‡Ȍǡƒ†˜ƒ”‹‘—•

•–ƒ‡Š‘Ž†‡”•ȋ‡Ǥ‰Ǥǡƒ”‡–‡”ǡ„—›‡”ǡƒ†—•‡”ȌǤŠ‡—Ž–‹†‹‡•‹‘ƒŽ‹–›‘ˆ„”ƒ†‰‡•–ƒŽ–‹•…‘ˆ‹”‡†

„› ƒ†ƒ‰‹ ‡– ƒŽǤ ȋʹͲʹͳȌ ™Š‘ •Š‘™ –Šƒ– „”ƒ† ‰‡•–ƒŽ– …‘’”‹•‡• ˆ‘—” ‹–‡””‡Žƒ–‡† „—– †‹•–‹…–

†‹‡•‹‘•–•–‘”›ǡ•‡•‡•…ƒ’‡ǡ•‡”˜‹…‡•…ƒ’‡ǡƒ†•–ƒ‡Š‘Ž†‡”•Ǥ

 Ž‹‡ ™‹–Š –Š‡ ‘–‹‘ –Šƒ– ƒ „”ƒ† ‹• ƒ …‘’Ž‡š ƒ† —Ž–‹†‹‡•‹‘ƒŽ ‡–‹–›ǡ ‡ŽŽ‡” ȋʹͲͲ͵Ȍ

’”‘’‘•‡• –Šƒ– ƒ „”ƒ† …‘•‹•–• ‘ˆ –Š”‡‡ †‹‡•‹‘•– ’‡”•‘ǡ ’Žƒ…‡ǡ ƒ† –Š‹‰– –Šƒ– ˆ‘” „”ƒ†

‘™Ž‡†‰‡Ǥ ‹‹Žƒ”Ž›ǡ òŠŽ„ƒ…Š‡” ‡– ƒŽǤ ȋʹͲͲ͸ǡ ’Ǥ ͳ Ƭ ͶȌ ƒ”‰—‡ –Šƒ– ƒ „”ƒ† ‹• ƒ …‘’Ž‡š •‘…‹ƒŽ

’Š‡‘‡‘–Šƒ–…‘•‹•–•‘ˆ–Š”‡‡‹–‡”…‘‡…–‡†‡Ž‡‡–•–„”ƒ†‹–‡”‡•–‰”‘—’•ǡ„”ƒ†‡ƒ‹‰ǡ

ƒ†„”ƒ†ƒ‹ˆ‡•–ƒ–‹‘•Ǥ

‘ŽŽ‘™‹‰ ƒ†ƒ‰‹ ‡– ƒŽǤ ȋʹͲʹͳȌǡ –Š‡ ’”‡•‡– •–—†› ‘’‡”ƒ–‹‘ƒŽ‹œ‡• „”ƒ† ‰‡•–ƒŽ– ‹–‘ ˆ‘—”

‹–‡””‡Žƒ–‡††‹‡•‹‘•–•–‘”›ǡ•‡•‡ǡ•‡”˜‹…‡•…ƒ’‡ǡƒ†•–ƒ‡Š‘Ž†‡”ǤŠ‡‹–‡”’Žƒ›‘ˆ‡ƒ…Š†‹‡•‹‘

™‹–Š‘–Š‡”˜ƒ”‹ƒ„Ž‡•‹•†‹•…—••‡†‹‘”‡†‡–ƒ‹Ž‹‡…–‹‘͵ǡ›’‘–Š‡•‡•‡˜‡Ž‘’‡–Ǥ

2.2 Brand Attachment

……‘”†‹‰ –‘ –Š‡ …‘•—‡”Ǧ„”ƒ† ”‡Žƒ–‹‘•Š‹’ –Š‡‘”›ǡ –Š‡ “—ƒŽ‹–› ‘ˆ ”‡Žƒ–‹‘•Š‹’• „‡–™‡‡

…‘•—‡”•ƒ†„”ƒ†•‹””‘”•Š—ƒ”‡Žƒ–‹‘•Š‹’•ȋ ‘—”‹‡”ǡͳͻͻͺȌǤ‘•—‡”•†‡˜‡Ž‘’ƒ’‘•‹–‹˜‡

…‘‡…–‹‘™‹–Šƒ’ƒ”–‹…—Žƒ”„”ƒ†„ƒ•‡†‘–Š‡‹”’‡”…‡’–‹‘•‘”‹’”‡••‹‘•‘ˆ–Šƒ–„”ƒ†ǡ”‡•—Ž–‹‰

ˆ”‘ ƒ ’‘•‹–‹˜‡ ‡š’‡”‹‡…‡Ǥ  ’ƒ”–‹…—Žƒ”ǡ –Š‡ …‘•—‡”Ǧ„”ƒ† ”‡Žƒ–‹‘•Š‹’ …‘•–”—…– ‹• –Š‡

ƒ……——Žƒ–‹‘‘ˆƒ…—•–‘‡r’s knowledge and experiences that determines one’s future intention or

„‡Šƒ˜‹‘”ȋƒ”„ƒ”‹‘Ƭ‘Š•‘ǡͳͻͻͻȌǤ–Š‹••‡•‡ǡ…‘•—‡”•†‡˜‡Ž‘’ƒƒ––ƒ…Š‡–™‹–Šƒ„”ƒ†

„ƒ•‡†‘‹–•ƒ„‹Ž‹–›–‘ˆ—Žˆ‹ŽŽ–Š‡‹”‡‡†•ȋ—•‡Ž‡–ƒŽǤǡʹͲͳͲȌǤŠ‡’‘••‹„‹Ž‹–›‘ˆƒ‡‘–‹‘ƒŽ…‘‡…–‹‘

„‡–™‡‡…—•–‘‡”•ƒ†ƒ„”ƒ†‹•™‡ŽŽ•—’’‘”–‡†‹–Š‡ƒ”‡–‹‰Ž‹–‡”ƒ–—”‡ȋ‡Ǥ‰ǤǡŽ„‡”–Ƭ‡”—ƒǡ 2013; Kim, Sung, & Kang, 2014; Tuškej, Golob, & Podnar, 2013).

‰‘‘†„”ƒ†ƒŽ™ƒ›•‡•–ƒ„Ž‹•Š‡•ƒ‡‘–‹‘ƒŽ…‘‡…–‹‘‘”ƒ––ƒ…Š‡––‘–Š‡…—•–‘‡”ȋ‡””›ǡ ʹͲͲͲȌǤ”ƒ†ƒ––ƒ…Š‡–”‡ˆ‡”•–‘ƒ…‘‰‹–‹˜‡ƒ†‡‘–‹‘ƒŽ…‘‡…–‹‘„‡–™‡‡–Š‡…‘•—‡”ƒ†

–Š‡„”ƒ†ǡ…Šƒ”ƒ…–‡”‹œ‡†„›ˆ‡‡Ž‹‰ǡ…‘‡…–‹‘ǡ‘”’ƒ••‹‘ȋƒ”ǡƒ…‹•ǡ”‹‡•–‡”ǡ‹•‹‰‡”‹…ŠǡƬ

ƒ…‘„—……‹ǡ ʹͲͳͲǡ ’Ǥ ʹȌǤ – •›„‘Ž‹œ‡• ‘•–ƒŽ‰‹… ‡š’‡”‹‡…‡•ǡ ‡˜‡–•ǡ ’‡”•‘•ǡ ’Žƒ…‡•ǡ ‘” ‡‘”‹‡•

ȋ‘Ž„”‘‘ǡʹͲͲ͸Ǣ…Š‹†Ž‡”Ƭ‘Ž„”‘‘ǡʹͲͲ͵ȌǤ

”ƒ†ƒ––ƒ…Š‡–‹•”‡…‘‰‹œ‡†ƒ•ƒ…”‹–‹…ƒŽ†”‹˜‹‰ˆ‘”…‡ˆ‘”ƒ„”ƒ†‹‰•–”ƒ–‡‰›„‡…ƒ—•‡‘ˆ‹–•

ƒ„‹Ž‹–›–‘’”‡†‹…–’‘•‹–‹˜‡…‘•—‡”„‡Šƒ˜‹‘”•ǡ•—…Šƒ•ƒ’—”…Šƒ•‡‘””‡˜‹•‹–•‹–‡–‹‘ǡ™‹ŽŽ‹‰‡••–‘

”‡…‘‡†ǡ”‡•‹•–ƒ…‡–‘‡‰ƒ–‹˜‡‡™•ƒ„‘—–ƒ„”ƒ†ǡƒ†™‹ŽŽ‹‰‡••–‘†‡ˆ‡†‹–ȋƒ’—–”ƒǡ‹…‹ǡ Ƭ‹‹ǡʹͲͳͶȌǤ —”–Š‡”‘”‡ǡ„”ƒ†ƒ––ƒ…Š‡–‹•”‡‰ƒ”†‡†ƒ•ƒ…”‹–‹…ƒŽ†‡–‡”‹ƒ–‘ˆ„”ƒ†‡“—‹–›

ƒ†„”ƒ†Ž‘›ƒŽ–›ȋ‡˜›Ƭ‹‘ǡʹͲͳ͸Ǣ‡‹•ǡƒ’ƒ‰‹ƒ‹†‹•ǡŽƒƒ‘•ǡƬ‘—”Žƒ‹•ǡʹͲͳ͸Ǣƒ”‡–ƒŽǤǡ ʹͲͳͲǢ‘ǡƒ”•‘•ǡƬƒ’ǡʹͲͳ͵ȌǤ

‡…‡–•–—†‹‡•‘–‘—”‹•†‡•–‹ƒ–‹‘•’”‘˜‹†‡‡˜‹†‡…‡–Šƒ–„”ƒ†ƒ––ƒ…Š‡–…ƒ„‡‡š–‡†‡†

‹–‘ƒ–‘—”‹•–Ǧ†‡•–‹ƒ–‹‘”‡Žƒ–‹‘•Š‹’Ǥ ‘”‹•–ƒ…‡ǡ–Š‡ƒ––ƒ…Š‡––‘ƒ†‡•–‹ƒ–‹‘‹•ˆ‘—†–‘„‡ƒ

key predictor of tourists’ satisfaction (Prayag & Ryan, 2011; Veasna et al., 2013) and loyalty behavior ȋ‡‡ƬŠ‡ǡʹͲͳ͵ǢŽ‘’‹•Ǧ‘”וǡ‹ŽǦƒ—”ƒǡ—‹œǦ‘Ž‹ƒǡƬ —‡–‡•ǦŽƒ•…‘ǡʹͲͳͻǢ”ƒ›ƒ‰ǡŠ‡ǡƬ‡Ž

Ͷ Destination brand gestalt and its effects on brand attachment and brand loyalty

Š‹ƒ’’ƒǡ ʹͲͳ͹Ǣ ”ƒ›ƒ‰ Ƭ ›ƒǡ ʹͲͳͳȌǤ —”–Š‡”‘”‡ǡ „”ƒ† ƒ––ƒ…Š‡– ‹• ƒ …”‹–‹…ƒŽ …‘•–”—…– ‹

†‡•–‹ƒ–‹‘„”ƒ†‹‰ȋ‡ƒ•ƒ‡–ƒŽǤǡʹͲͳ͵ȌǤ

2.3 Brand Loyalty

”ƒ†Ž‘›ƒŽ–›‹•‘‡‘ˆ–Š‡‘•–ˆ”‡“—‡–Ž›”‡•‡ƒ”…Š‡†–‘’‹…•‹ƒ”‡–‹‰ƒ†–‘—”‹•„‡…ƒ—•‡‘ˆ

‹–•…”‹–‹…ƒŽ”‘Ž‡‹•—•–ƒ‹ƒ„Ž‡…‘’‡–‹–‹˜‡ƒ†˜ƒ–ƒ‰‡ƒ†•–”ƒ–‡‰‹…ˆ‹ƒ…‹ƒŽ‘—–…‘‡ȋ”ڐ”‘‘•ǡʹͲͲͻȌǤ

‡‡”ƒŽŽ›ǡ „”ƒ† Ž‘›ƒŽ–› ‹• ƒ••‘…‹ƒ–‡† ™‹–Š ”‡’‡ƒ– ’—”…Šƒ•‡ ‹–‡–‹‘ ȋ‡”‹…ƒ ƒ”‡–‹‰

••‘…‹ƒ–‹‘ǡʹͲͳ͹Ǣ”ƒ†›ǡ”‘‹Œ”ǡ ‘šǡƬ‘‡ŠǡʹͲͲͺȌǤƒ…‘„›ƒ†›‡”ȋͳͻ͹͵ǡ’ǤʹȌǡ‡ƒ™Š‹Ž‡ǡ

ƒ”‰—‡–Šƒ–„”ƒ†Ž‘›ƒŽ–›‹•‘”‡–Šƒ”‡’‡ƒ–’—”…Šƒ•‹‰„‡Šƒ˜‹‘”Ǥ–‹•–Š‡’”‘†—…–‘ˆ–Š‡‹–‡”ƒ…–‹‘

between the consumers’ attitudes towards a brand and their repurchase intention for tha–„”ƒ†ȋ‹…

& Basu, 1994). Brand loyalty is defined as “a deeply held commitment to rebuy or patronize a preferred

’”‘†—…–Ȁ•‡”˜‹…‡ …‘•‹•–‡–Ž› ‹ –Š‡ ˆ—–—”‡ǡ –Š‡”‡„› …ƒ—•‹‰ ”‡’‡–‹–‹˜‡ •ƒ‡Ǧ„”ƒ† ‘” ’—”…Šƒ•‹‰ǡ

†‡•’‹–‡•‹–—ƒ–‹‘ƒŽ‹ˆŽ—‡…‡•ƒ†ƒ”‡–‹ng having the potential to cause switching behavior” (Oliver, ͳͻͻͻǡ’Ǥ͵ͶȌǤ

ƒ•‡†‘–Š‡†‡ˆ‹‹–‹‘ǡ„”ƒ†Ž‘›ƒŽ–›‹•˜‹‡™‡†ƒ•ƒ„‡Šƒ˜‹‘”ƒŽƒ†ƒ––‹–—†‹ƒŽ”‡•’‘•‡ȋƒ…‘„›Ƭ

›‡”ͳͻ͹͵ǢŽ‹˜‡”ǡͳͻͻͻȌǤŠ‡ˆ‹”•–ƒ•’‡…–…ƒ’–—”‡•–Š‡”‡’‡ƒ–‡†’—”…Šƒ•‡„‡Šƒ˜‹‘”ǡ™Š‹Ž‡–Š‡Žƒ––‡”

involves “a degree of dispositional commitment in terms of some unique value associated with the brand” (Chaudhuri & Holbrook, 2001 p. 82). Brand loyalty can b‡‹ˆŽ—‡…‡†„›•‘‡†‡–‡”‹ƒ–•ǡ

•—…Šƒ••™‹–…Š‹‰…‘•–ȋŽ—–ǡ ”‡‡ƒǡ‹––ƒŽƬ‘–Š‡”•„ƒ—‰ŠǡʹͲͳͷȌǡ•‡”˜‹…‡“—ƒŽ‹–›ƒ†…—•–‘‡”

satisfaction (Fullerton, 2005; Kasiri, Cheng, Sambasivan, & Sidin, 2017; Sivadas & Baker‐Prewitt, ʹͲͲͲȌǡ ’”‹…‡ ’”‘‘–‹‘• ȋƒ’‘ Ƭ ƒ‰ò‡ǡ ʹͲͲͺǢ ’‡ǡ ‘›ǡ Ƭ ‡‹••ǡ ʹͲͳͷȌǡ ƒ† ‹†‹˜‹†—ƒŽ

…‘ŽŽ‡…–‹˜‹•– ˜ƒŽ—‡• ȋŠ‘’•‘ǡ ‡™ƒǡ Ƭ ‹—ǡ ʹͲͳͶȌǤ ‘™‡˜‡”ǡ ‘™Ž‡†‰‡ …‘…‡”‹‰ ƒ Š‘Ž‹•–‹…

„”ƒ†’‡”…‡’–‹‘ȋ‹Ǥ‡Ǥǡ„”ƒ†‰‡•–ƒŽ–Ȍƒ•ƒ†‡–‡”‹ƒ–‘ˆ„”ƒ†Ž‘›ƒŽ–›”‡ƒ‹••…ƒ”…‡ǡ™Š‹…Š–Š‹•

•–—†›‹–‡†•–‘ˆ‹ŽŽǤ

Existing literature in the field of tourism recognizes the significance of brand loyalty in today’s

Š‹‰ŠŽ›…‘’‡–‹–‹˜‡–‘—”‹•‹†—•–”›ȋ‡Ǥ‰Ǥǡ–א‡–ƒŽǤǡʹͲͳͶǢ‡‡ƬŠ‡ǡʹͲͳ͵ǢŽ‘’‹•Ǧ‘”‘•‡–ƒŽǤǡ ʹͲͳͻǢ”ƒ›ƒ‰ǡŠ‡ǡƬ‡Ž Š‹ƒ’’ƒǡʹͲͳ͹Ǣ”ƒ›ƒ‰Ƭ›ƒǡʹͲͳͳǢ ‘‘Ƭ›•ƒŽǡʹͲͲͷȌǤ‡•–‹ƒ–‹‘

Ž‘›ƒŽ–› ‹• ƒ ‡••‡–‹ƒŽ †‡–‡”‹ƒ– ‘ˆ ƒ ˆƒ˜‘”ƒ„Ž‡ ˆ‹ƒ…‹ƒŽ …‘†‹–‹‘ǡ •—…Š ƒ• ‹…”‡ƒ•‡† •ƒŽ‡• ƒ†

ƒ”‡– •Šƒ”‡ǡ ƒ† ”‡–—” ‘ ‹˜‡•–‡– ȋƒ„‹”ƒŒ Ƭ Šƒ—‰ƒǡ ʹͲͳͲȌǤ —”–Š‡”‘”‡ǡ †‡•–‹ƒ–‹‘

Ž‘›ƒŽ–›’”‘˜‹†‡•ƒ†˜ƒ–ƒ‰‡•ˆ”‘–Š‡…‘•—‡”•‹†‡ǡ•—…Šƒ•ˆƒ˜‘”ƒ„Ž‡™‘”†‘ˆ‘—–Šȋ‹”ƒƒ›ƒǦ—”ǡ

‹…‹ǡƬƒ”–‹ǡʹͲͳͷȌǤ‹˜‡–Š‹•’‹˜‘–ƒŽ”‘Ž‡‘ˆ„”ƒ†Ž‘›ƒŽ–›‹–‘—”‹•†‡•–‹ƒ–‹‘•ǡ‹–‹•…”—…‹ƒŽ–‘

‡šƒ‹‡ –Š‡ ‹–‡”’Žƒ› ‘ˆ „”ƒ† Ž‘›ƒŽ–› ‹ –Š‡ –‘—”‹• †‡•–‹ƒ–‹‘ …‘–‡š–ǡ ’ƒ”–‹…—Žƒ”Ž› –Š‡ Ž‹‡ƒ”

”‡Žƒ–‹‘„‡–™‡‡„”ƒ†Ž‘›ƒŽ–›ƒ†‘–Š‡”—†‡”Ǧ”‡•‡ƒ”…Š‡†„”ƒ†…‘…‡’–••—…Šƒ•„”ƒ†‰‡•–ƒŽ–Ǥ

3 Hypotheses Development and Research Model

3.1 The Relationship Between Brand Gestalt and Brand Attachment

Š‹••–—†›‹•„—‹Ž–‘–Š‡‘–‹‘‘ˆ„”ƒ†‰‡•–ƒŽ–ǡ™Š‹…Š’‘•–—Žƒ–‡•–Šƒ––Š‡„”ƒ†ǡƒ•ƒ…‘’Ž‡š

•›•–‡ǡ‹•ƒ•›‡”‰›’”‘†—…–ƒ‘‰‹–•…‘’‘‡–•ȋ‹ƒ‘†‡–ƒŽǤǡʹͲͲͻȌǤŠ‹•‰‡•–ƒŽ–”‡’”‡•‡–•

•›‡”‰›ƒ‘‰„”ƒ†…‘’‘‡–•ƒ††‡–‡”‹‡•„”ƒ†’‘™‡”ȋ‹ƒ‘†‡–ƒŽǤǡʹͲͲͻȌǤ”ƒ†‰‡•–ƒŽ–

ƒŽŽ‘™•ƒŠ‘Ž‹•–‹…ƒ†…‘’”‡Š‡•‹˜‡ƒ••‡••‡–‘ˆ–Š‡–‘—”‹•†‡•–‹ƒ–‹‘„”ƒ†„›Ž‘‘‹‰ƒ––Š‡

†›ƒ‹…•›‡”‰›ƒ†‹–‡”…‘‡…–‹‘‘ˆ‹–•‡Ž‡‡–•Ǥ–•‡”˜‡•ƒ•ƒ–‘–ƒŽ…‘‰‹–‹˜‡”‡’”‡•‡–ƒ–‹‘‘ˆ

Š‘™ƒ„”ƒ†‹•…‘•–”—…–‡†‹…‘•—‡”•̵’‡”…‡’–‹‘•ǤŽ‹˜‡”ȋͳͻͻͻȌ‘–‡•–Šƒ––Š‡ƒ……——Žƒ–‹‘‘ˆ

—‹“—‡ǡ‡š’‡”‹‡…‡Ǧ„ƒ•‡†‹ˆ‘”ƒ–‹‘–‡†•–‘ˆ‘”ƒ…‘•—‡”̵•„”ƒ†’‡”…‡’–‹‘ǡ™Š‹…Š‹•–Š‡’”‡Ǧ

•–ƒ‰‡‘ˆ…‘‹–‡–‘”ƒ––ƒ…Š‡––‘ƒ„”ƒ†Ǥ–Š‹•”‡‰ƒ”†ǡ…‘•—‡”•’ˆƒ˜‘”ƒ„Ž‡’‡”…‡’–‹‘‘ˆƒ

„”ƒ† ȋ‹Ǥ‡Ǥǡ „”ƒ† ‰‡•–ƒŽ–Ȍ ‹• –Š‡ ƒ–‡…‡†‡– ‘ˆ …‘•—‡”Ǧ„”ƒ† ƒ––ƒ…Š‡–Ǥ • •—…Šǡ ™Š‡ „”ƒ†

‰‡•–ƒŽ–‹•’‘•‹–‹˜‡ǡ–‘—”‹•–•ƒ”‡‘”‡Ž‹‡Ž›–‘‡•–ƒ„Ž‹•Šƒƒ––ƒ…Š‡––‘ƒ„”ƒ†Ǥ‘•‡“—‡–Ž›ǡ–Š‡

ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•‹–”‘†—…‡†ǣ

H1ǣ”ƒ†‰‡•–ƒŽ–Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†ƒ––ƒ…Š‡–ǡ•—…Š–Šƒ––Š‡‘”‡”‘„—•––‘—”‹•–̵•

’‡”…‡’–‹‘‘ˆƒ†‡•–‹ƒ–‹‘„”ƒ†ǡ–Š‡•–”‘‰‡”‹•–Š‡–‘—”‹•–Ǧ†‡•–‹ƒ–‹‘ƒ––ƒ…Š‡–Ǥ

Ž‹‡™‹–Š–Š‡„”ƒ†‰‡•–ƒŽ–…‘…‡’–—ƒŽ‹œƒ–‹‘ȋ‹ƒ‘†‡–ƒŽǤǡʹͲͲͻǢƒ†ƒ‰‹‡–ƒŽǤǡʹͲʹͳȌǡ„”ƒ†

‰‡•–ƒŽ– ‹• ‘’‡”ƒ–‹‘ƒŽ‹œ‡† ‹–‘ ˆ‘—” ‹–‡””‡Žƒ–‡† †‹‡•‹‘• – •–‘”›ǡ •‡•‡•…ƒ’‡ǡ •‡”˜‹…‡•…ƒ’‡ǡ ƒ†

•–ƒ‡Š‘Ž†‡”Ǥ•–‘”›‹•ƒ‡••‡–‹ƒŽ–‘‘Ž‹„—‹Ž†‹‰ƒ’‘™‡”ˆ—Ž„”ƒ†„‡…ƒ—•‡‹–Š‡Ž’•…‘•—‡”••‡•‡

–Š‡‹”„”ƒ†‡š’‡”‹‡…‡ƒ†’”‘˜‹†‡•‡ƒ‹‰–‘ƒ„”ƒ†ȋ—ƒ‰ǡʹͲͳͲȌǤ —”–Š‡”‘”‡ǡ–Š‡•–‘”›‹•–Š‡

Deske W. Mandagi, Dave DG. Centeno & Indrajit ͷ

…‘”‡‘ˆ„”ƒ†‰‡•–ƒŽ–ƒ•‹–”‡ˆŽ‡…–•–Š‡‡‘”ƒ„Ž‡‡š’‡”‹‡…‡–Šƒ–…‘•—‡”•Šƒ˜‡™‹–Šƒ’ƒ”–‹…—Žƒ”

„”ƒ†Ǥ……‘”†‹‰–‘‘’‹•‘ƒ†‘‰ƒ”–ŠǦ…‘––ȋʹͲͲͳȌǡ–Š‡•–‘”›”‡’”‡•‡–•‡˜‡–•ǡ›–Š•ǡƒ†

ƒ””ƒ–‹˜‡•Ǥ ‹‡ Ž‹–‡”ƒ”› ™‘”•ǡ „”ƒ† •–‘”‹‡• ‹…Ž—†‡ ’Ž‘–•ǡ …Šƒ”ƒ…–‡”•ǡ ƒ† ‘—–…‘‡• ȋ‹‰Š Ƭ

‘‡„—”‰ǡʹͲͳʹȌǤŽ‹‡™‹–Š–Š‹•‘–‹‘ǡ ‘‰ǡ—†–œǡ—…Šǡƒ†Žƒ…Š‡––‡ȋʹͲͳͲȌƒ”‰—‡–Šƒ–‹

–Š‡„”ƒ†‹‰’”‘…‡••ǡƒ•–‘”›‹•ƒ‡••‡–‹ƒŽ–‘‘Ž–Šƒ–…‘’”‹•‡•˜ƒ”‹‘—•…‘’‘‡–•ǡ™Š‡–Š‡””‡ƒŽ‘”

fictional, such as the brand’s heritage, founder, highlights, crises, and core values. Š‡ †‡•–‹ƒ–‹‘

„”ƒ†•–‘”›‹•˜‹‡™‡†ˆ”‘–Š‡–‘—”‹•–’•’‡”•’‡…–‹˜‡Ǥ–…ƒ„‡ƒ…–—ƒŽ‘”‹ƒ‰‹ƒ”›‡˜‡–•ƒ„‘—––Š‡

„”ƒ†Ǧ”‡Žƒ–‡†‘„Œ‡…–ȋ ‘‰‡–ƒŽǤǡʹͲͳͲȌǡ•Šƒ”‡†„›–Š‡Ž‘…ƒŽ•ǡ–”ƒ˜‡Ž‰—‹†‡•ǡ‘”‘–Š‡”–‘—”‹•–•ǡƒ†™”‹––‡

‘” •’‘‡Ǥ Š‡ †‡•–‹ƒ–‹‘ „”ƒ† •–‘”› …‘’”‹•‡• ‡˜‡”›–Š‹‰ ƒ„‘—– –Š‡ †‡•–‹ƒ–‹‘ ’Žƒ…‡ǡ ™Š‹…Š

‹…Ž—†‡•‹–•’Š›•‹…ƒŽ‡Ž‡‡–•ǡ–Š‡Ž‘…ƒŽ’‡‘’Ž‡ǡƒ†–Š‡‹”…—Ž–—”‡ǡ–”ƒ†‹–‹‘ǡƒ†”‹–—ƒŽ•ǡ‹†‹˜‹†—ƒŽŽ›‘”

…‘ŽŽ‡…–‹˜‡Ž›ǡ–Šƒ–…ƒ‹ˆŽ—‡…‡ƒ†”‡ˆŽ‡…–†‹•–‹…–„”ƒ†˜ƒŽ—‡•ƒ†‹†‡–‹–›Ǥ

‡‘’Ž‡–‡†–‘†‡˜‡Ž‘’ƒ––ƒ…Š‡–•–‘‘„Œ‡…–•–Šƒ–ˆ—Žˆ‹ŽŽ–Š‡‹”‡‡†•ǡ„‡‹–ˆ—…–‹‘ƒŽǡ‡‘–‹‘ƒŽǡ‘”

‡š’‡”‹‡–‹ƒŽȋƒ”‡–ƒŽǤǡʹͲͲ͸ȌǤƒ•‡†‘–Š‹•…‘…‡’–ǡ‘‡…ƒ…‘Œ‡…–—”‡–Šƒ–ƒ‡ƒ‹‰ˆ—Ž„”ƒ†•–‘”›

–Šƒ– •ƒ–‹•ˆ‹‡• –Š‡ –‘—”‹•–’• ‡‘–‹‘ƒŽ ‡‡†• …ƒ ˆƒ…‹Ž‹–ƒ–‡ –Š‡ ˆ‘”—Žƒ–‹‘ ‘ˆ –‘—”‹•–Ǧ†‡•–‹ƒ–‹‘

ƒ––ƒ…Š‡–Ǥ›—ǡ‘”†‘ǡƬ —ȋʹͲͳͻȌ‘–‡–Šƒ–ƒ„”ƒ†•–‘”›’”‘‘–‡•…‘•—‡”Ǧ„”ƒ†…‘‡…–‹‘

„›’”‘˜‹†‹‰‡ƒ‹‰–‘–Š‡‹”„”ƒ†‡š’‡”‹‡…‡•ǤŠ‡‹ˆŽ—‡…‡‘ˆ–Š‡•–‘”›‘–Š‡…‘•—‡”Ǧ„”ƒ†

”‡Žƒ–‹‘•Š‹’†‡’‡†•‘–Š‡•–”—…–—”‡‘ˆ–Š‡•–‘”›ǤŠƒ–‹•ǡƒˆƒ˜‘”ƒ„Ž‡•–”—…–—”‡‘ˆ–Š‡•–‘”›ƒ†–Š‡

ˆŽ‘™‘ˆ–Š‡„”ƒ†•–‘”›…ƒŽ‡ƒ†–‘•–”‘‰–‘—”‹•–Ǧ†‡•–‹ƒ–‹‘ƒ––ƒ…Š‡–ȋ—ƒ‰ǡʹͲͳͲǢ›—‡–ƒŽǤǡ ʹͲͳͻȌǤŠ‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•’‘•–—Žƒ–‡†ǣ

H1aǣ–‘”›Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†ƒ––ƒ…Š‡–ǡ•—…Š–Šƒ–ƒˆƒ˜‘”ƒ„Ž‡„”ƒ†•–‘”›Ž‡ƒ†•–‘

•–”‘‰‡”…—•–‘‡”Ǧ„”ƒ†ƒ––ƒ…Š‡–Ǥ

Š‡•‡…‘††‹‡•‹‘‘ˆ„”ƒ†‰‡•–ƒŽ–‹••‡•‡•…ƒ’‡Ǥ–Š‹••–—†›ǡ‹–‹•†‡ˆ‹‡†ƒ•Š‘™…‘•—‡”•

’‡”…‡‹˜‡‘”‹–‡”’”‡––Š‡‹”’”‡˜‹‘—•„”ƒ†‡…‘—–‡”•Ǥ–‹•Š‘™…‘•—‡”•†‡”‹˜‡‡ƒ‹‰ˆ”‘–Š‡‹”

„”ƒ† ‡š’‡”‹‡…‡Ǥ  ‘–Š‡” ™‘”†•ǡ •‡•‡•…ƒ’‡ ‹• –Š‡ •‡•‘”› ”‡Žƒ–‹‘ „‡–™‡‡ –‘—”‹•–• ƒ†

†‡•–‹ƒ–‹‘•ǡƒ‹Ž›Š‘™–Š‡–‘—”‹•–•–Š‹ǡˆ‡‡Žǡ”‡‡„‡”ǡ†‹••‡‹ƒ–‡–Š‡‹”–”ƒ˜‡Ž‡š’‡”‹‡…‡•ǡ‘”

‡…‘—–‡”ƒ†‡•–‹ƒ–‹‘Ǧ”‡Žƒ–‡†‘„Œ‡…–Ǥƒ•‡†‘attachment theory’s prediction, a Š›’‘–Š‡•‹•‘–Š‡

‹ˆŽ—‡…‡ ‘ˆ •‡•‡•…ƒ’‡ ‘ „”ƒ† ƒ––ƒ…Š‡– ‹• †‡˜‡Ž‘’‡†Ǥ ”ƒ† ƒ––ƒ…Š‡– –Š‡‘”› ’‘•‹–• –Šƒ–

…‘•—‡”• †‡˜‡Ž‘’ ƒ ’‘•‹–‹˜‡ ƒ––ƒ…Š‡– –‘ ƒ ’ƒ”–‹…—Žƒ” „”ƒ† „ƒ•‡† ‘ –Š‡‹” ’‡”…‡’–‹‘ ‘”

‹’”‡••‹‘‘ˆ–Šƒ–„”ƒ†ȋƒ”‡–ƒŽǤǡʹͲͲ͸ȌǤŠ‹•ƒ––ƒ…Š‡–•›„‘Ž‹œ‡•‡‘”ƒ„Ž‡‡š’‡”‹‡…‡•‘”

‡‘”‹‡• –Šƒ– …‘•—‡”• Šƒ˜‡ ƒ„‘—– ƒ ’ƒ”–‹…—Žƒ” „”ƒ† ȋ‘Ž„”‘‘ǡ ʹͲͲ͸Ǣ …Š‹†Ž‡” Ƭ ‘Ž„”‘‘ǡ ʹͲͲ͵ȌǤŠ‡•ƒ‡‡…Šƒ‹•ƒŽ•‘ƒ’’Ž‹‡•‹–Š‡…‘–‡š–‘ˆƒ–‘—”‹•†‡•–‹ƒ–‹‘Ǥ•‘–‡†„›—•‡Ž‡–

ƒŽǤȋʹͲͳͲȌǡ–‘—”‹•–•–‡†–‘‡•–ƒ„Ž‹•Šƒƒ––ƒ…Š‡––‘ƒ†‡•–‹ƒ–‹‘„‡…ƒ—•‡‘ˆˆƒ˜‘”ƒ„Ž‡‡š’‡”‹‡…‡•

ȋ‹Ǥ‡Ǥǡˆ—Žˆ‹ŽŽ‹‰•’‡…‹ˆ‹…‡‡†•ȌǤ —”–Š‡”‘”‡ǡ”‡…‡–•–—†‹‡•”‡˜‡ƒŽ–Šƒ–‡‘”ƒ„Ž‡„”ƒ†‡š’‡”‹‡…‡•

…ƒ‡Šƒ…‡…‘•—‡”Ǧ„”ƒ†”‡Žƒ–‹‘•Š‹’•ȋ‡Ǥ‰ǤǡŠƒƬ ƒ–ƒǡʹͲͳ͹Ǣƒƒ•‡•ŠƒƬ–‡‹ǡʹͲͳͶȌǤ

Š‡”‡ˆ‘”‡ǡ„ƒ•‡†‘–Š‡–Š‡‘”‡–‹…ƒŽƒ†‡’‹”‹…ƒŽ’‡”•’‡…–‹˜‡•ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•†‡˜‡Ž‘’‡†ǣ H1bǣ ‡•‡•…ƒ’‡ Šƒ• ƒ ’‘•‹–‹˜‡ ‡ˆˆ‡…– ‘ „”ƒ† ƒ––ƒ…Š‡–ǡ •—…Š –Šƒ– ƒ ˆƒ˜‘”ƒ„Ž‡ …‘•—‡”•̵

‡˜ƒŽ—ƒ–‹‘‘ˆ–Š‡‹”„”ƒ†‡š’‡”‹‡…‡Ž‡ƒ†•–‘•–”‘‰‡”…—•–‘‡”Ǧ„”ƒ†ƒ––ƒ…Š‡–Ǥ

––ƒ…Š‡––Š‡‘”›’‘•–—Žƒ–‡•–Šƒ–’‡‘’Ž‡–‡†–‘†‡˜‡Ž‘’ƒƒ––ƒ…Š‡––‘ƒ‘„Œ‡…–ȋ’‡‘’Ž‡‘”

–Š‹‰•Ȍ–Šƒ–‹•”‡•’‘•‹˜‡‹ˆ—Žˆ‹ŽŽ‹‰–Š‡‹”‡‡†•ȋ ”ƒŽ‡›ƬŠƒ˜‡”ǡʹͲͲͲǢƒ”‡–ƒŽǤǡʹͲͲ͸ȌǤ‹‹Žƒ”Ž›ǡ

‹–Š‡–‘—”‹•–†‡•–‹ƒ–‹‘…‘–‡š–ǡ–‘—”‹•–•ƒ”‡‘”‡Ž‹‡Ž›–‘‡•–ƒ„Ž‹•Šƒƒ––ƒ…Š‡––‘ƒ†‡•–‹ƒ–‹‘

™Š‡‹–•ƒ–‹•ˆ‹‡•–Š‡‹”•’‡…‹ˆ‹…‡‡†•ȋ—•‡Ž‡–ƒŽǤǡʹͲͳͲǡ’Ǥʹ͹ͶȌǤŠ‡•‡”˜‹…‡•…ƒ’‡…ƒ„‡”‡‰ƒ”†‡†ƒ•

–Š‡’Š›•‹…ƒŽ‡˜‹”‘‡–™Š‡”‡ƒƒ”‡–’Žƒ…‡‡š…Šƒ‰‡‘……—”•ȋ‹–‡”ǡͳͻͻʹȌǤ–Š‡–‘—”‹•…‘–‡š–ǡ

‹– ”‡ˆ‡”• –‘ –Š‡ •‡––‹‰ ‘” ’Š›•‹…ƒŽ ‡˜‹”‘‡– –‘—”‹•–• ‡…‘—–‡” ™Š‡ –Š‡› ˜‹•‹– ƒ †‡•–‹ƒ–‹‘Ǥ

‡”˜‹…‡•…ƒ’‡…ƒ„‡–Š‡‘„Œ‡…–‘ˆƒ––ƒ…Š‡–™Š‡–‘—”‹•–•˜‹•‹––Š‡†‡•–‹ƒ–‹‘ȋ›Ž‡ǡ”ƒ‡ˆ‡ǡƒ‹‰ǡ Ƭƒ…‘ǡʹͲͲͶȌǡ„‡…ƒ—•‡‘ˆ‹–•ƒ„‹Ž‹–›–‘‡•–ƒ„Ž‹•Šƒ†‹•–‹…–‡–ƒŽ”‡’”‡•‡–ƒ–‹‘‹–Š‡…‘•—‡”•̵

‹†•ȋ‘•Š‹ǡ•ƒ‡‹Ž’‘—”ǡƬ”†‡•–ƒ‹ǡʹͲͳͶȌǤ–Š‹••‡•‡ǡ™Š‡–‘—”‹•–•‡˜ƒŽ—ƒ–‡–Š‡‡˜‹”‘‡–

•—””‘—†‹‰–Š‡†‡•–‹ƒ–‹‘ƒ•’Ž‡ƒ•‹‰‘”•ƒ–‹•ˆ›‹‰ǡ–Š‡›ƒ”‡‘”‡Ž‹‡Ž›–‘†‡˜‡Ž‘’ƒ‡‘–‹‘ƒŽ

ƒ––ƒ…Š‡– ™‹–Š –Š‡ †‡•–‹ƒ–‹‘Ǥ ’’Ž›‹‰ –Š‹• ˆŽ‘™ ‘ˆ –Š‘—‰Š– ‹ –Š‡ –‘—”‹• …‘–‡š–ǡ ‘‡ …ƒ

…‘Œ‡…–—”‡ –Šƒ– ƒ ’Ž‡ƒ•ƒ– „”ƒ† •‡”˜‹…‡•…ƒ’‡ …ƒ •ƒ–‹•ˆ› …‘•—‡”•’ ‡‘–‹‘ƒŽ ‡‡†•Ǥ Š‡ ‘”‡

ˆƒ˜‘”ƒ„Ž‡ –Š‡ „”ƒ† •‡”˜‹…‡•…ƒ’‡• …‘’ƒ”‡† ™‹–Š ƒŽ–‡”ƒ–‹˜‡ ’Žƒ…‡•ǡ –Š‡ Š‹‰Š‡” –‡†‡…› ˆ‘” –Š‡

˜‹•‹–‘”–‘‡•–ƒ„Ž‹•Šƒƒ––ƒ…Š‡–™‹–Šƒ’ƒ”–‹…—Žƒ”†‡•–‹ƒ–‹‘Ǥ‘•‡“—‡–Ž›ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•

‹•‹–”‘†—…‡†ǣ

H1cǣ ‡”˜‹…‡•…ƒ’‡ Šƒ• ƒ ’‘•‹–‹˜‡ ‡ˆˆ‡…– ‘ „”ƒ† ƒ––ƒ…Š‡–ǡ •—…Š –Šƒ– ƒ ˆƒ˜‘”ƒ„Ž‡ „”ƒ†

‡˜‹”‘‡–Ž‡ƒ†•–‘•–”‘‰‡”…—•–‘‡”Ǧ„”ƒ†ƒ––ƒ…Š‡–Ǥ

͸ Destination brand gestalt and its effects on brand attachment and brand loyalty

 –Š‹• •–—†›ǡ –Š‡ ”‡•‡ƒ”…Š‡”• ƒŽ•‘ ƒ”‰—‡ –Šƒ– „”ƒ† •–ƒ‡Š‘Ž†‡”• …ƒ ƒˆˆ‡…– –‘—”‹•–Ǧ†‡•–‹ƒ–‹‘

attachment. These destinations’ stakeholders consist of various groups, which include local•ǡ

‰‘˜‡”‡–ǡ„—•‹‡••’‡‘’Ž‡ǡ‡˜‹”‘‡–ƒŽ‹•–•ǡƒ†–‘—”‹•–•–Š‡•‡Ž˜‡•Ǥ‹‡ǡƒ•ǡƒ†…‹Ž‡›

ȋʹͲͳͺȌ‘–‡–Šƒ––‘—”‹•–•–‡†–‘‡•–ƒ„Ž‹•ŠƒŠ‹‰ŠŽ‡˜‡Ž‘ˆƒ––ƒ…Š‡––‘ƒ’ƒ”–‹…—Žƒ”†‡•–‹ƒ–‹‘™Š‡

–Š‡› ’‡”…‡‹˜‡ ƒ Š‹‰Š •‹‹Žƒ”‹–› „‡–™‡‡ –Š‡•‡Ž˜‡• ƒ† –Š‡ ‘–Š‡” •–ƒ‡Š‘Ž†‡”• ’”‡•‡– ƒ– –Š‡

†‡•–‹ƒ–‹‘Ǥ‘—”‹•–•–‡†–‘’”‡ˆ‡”–‘‡‰ƒ‰‡™‹–Š‘–Š‡”•–ƒ‡Š‘Ž†‡”•ȋ‡Ǥ‰ǤǡŽ‘…ƒŽ•‘”‘–Š‡”–‘—”‹•–•Ȍ

™Š‡–Š‡›ˆ‡‡Ž–Š‡›ˆ‹–‹ǡ‘”–Š‡›•Šƒ”‡•‹‹Žƒ”‹–‡”‡•–•‘”…Šƒ”ƒ…–‡”‹•–‹…•ǡ™Š‹…Šǡ‹–—”ǡŽ‡ƒ†•–‘

†‡•–‹ƒ–‹‘ƒ––ƒ…Š‡–ǤŠ—•ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•ˆ‘”‡†ǣ

H1dǣŠ‡’”‡•‡…‡‘ˆ†‡•–‹ƒ–‹‘•–ƒ‡Š‘Ž†‡”•Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†ƒ––ƒ…Š‡–ǡ•—…Š–Šƒ–

a higher degree of tourists’ perceived similarity between themselves and the other•–ƒ‡Š‘Ž†‡”•Ž‡ƒ†•

–‘•–”‘‰‡”…—•–‘‡”Ǧ„”ƒ†ƒ––ƒ…Š‡–Ǥ

3.2 The Relationship Between Brand Gestalt and Brand Loyalty

›†‡ˆ‹‹–‹‘ǡ„”ƒ†Ž‘›ƒŽ–›”‡ˆ‡”•–‘ƒˆƒ˜‘”ƒ„Ž‡…‘‹–‡–‘”‹–‡–‹‘–‘”‡’—”…Šƒ•‡–Š‡•ƒ‡

„”ƒ†”‡’‡ƒ–‡†Ž›ƒ†”‡…‘‡†‹––‘‘–Š‡”’‡‘’Ž‡ȋ‹…Ƭƒ•—ͳͻͻͶǢŽ‹˜‡”ǡͳͻͻͻȌǡ™Š‹…Š‹’Ž‹‡•

–Šƒ–ˆ‘”„”ƒ†Ž‘›ƒŽ–›–‘‘……—”ǡƒ…‘„‹ƒ–‹‘‘ˆ…‘‰‹–‹˜‡ǡƒˆˆ‡…–‹˜‡ǡƒ†…‘ƒ–‹˜‡„”ƒ†’”‡ˆ‡”‡…‡

—•– ‡š‹•– ȋŽ‹˜‡”ǡ ͳͻͻͻȌǤ —’’‘”–‹‰ –Š‹• ‹†‡ƒǡ Ž‹˜‡” ȋͳͻͻͻȌ •–ƒ–‡• –Šƒ– –Š‡ …‘‰‹–‹˜‡ ƒ•’‡…– ‘”

consumer’s judgment of the brand’s performance is a critical’”‡Ǧ…‘†‹–‹‘‘ˆ„”ƒ†Ž‘›ƒŽ–›Ǥ‹˜‡–Šƒ–

„”ƒ†‰‡•–ƒŽ–”‡’”‡•‡–•ƒ…‘‰‹–‹˜‡„”ƒ†”‡’”‡•‡–ƒ–‹‘‹–Š‡…‘•—‡”•’‹†•ǡ‹–‹•”‡ƒ•‘ƒ„Ž‡–‘

…‘Œ‡…–—”‡–Šƒ–„”ƒ†‰‡•–ƒŽ–‹•–Š‡’”‡”‡“—‹•‹–‡ˆ‘”…”‡ƒ–‹‰„”ƒ†Ž‘›ƒŽ–›ǤŠ‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰

Š›’‘–Š‡•‹•‹•’”‡•‡–‡†ǣ

H2ǣ”ƒ†‰‡•–ƒŽ–Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆect on brand loyalty, such that the higher the tourist’s perception

‘ˆƒ†‡•–‹ƒ–‹‘„”ƒ†‰‡•–ƒŽ–ǡ–Š‡Š‹‰Š‡”‹•†‡•–‹ƒ–‹‘„”ƒ†Ž‘›ƒŽ–›Ǥ

Š‡„”ƒ†•–‘”›Šƒ•„‡‡”‡‰ƒ”†‡†ƒ•ƒ…”‹–‹…ƒŽ†”‹˜‡”‘ˆ„”ƒ†ƒ––ƒ…Š‡–ȋ—ƒ‰ǡʹͲͳͲȌǤ”ƒ‹–œ

ƒ† ‘”ƒȋʹͲͳͷȌ‘–‡–Šƒ–ƒ•–‘”›ƒŽŽ‘™•…‘•—‡”•–‘‹–‡”’”‡––Š‡‹”„”ƒ†‡š’‡”‹‡…‡•ǡƒŽŽ‘™‹‰

–Š‡–‘…”‡ƒ–‡ƒ‡‘–‹‘ƒŽ„‘†™‹–Šƒ„”ƒ†Ǥ‡…‡ǡ‹–…ƒ„‡…‘Œ‡…–—”‡†–Šƒ–ƒ‡‘”ƒ„Ž‡„”ƒ†

•–‘”› …ƒ ƒŽ–‡” …‘•—‡”•’ ˆ‡‡Ž‹‰• ‘” ‡‘–‹‘•ǡ Ž‡ƒ†‹‰ –‘ „”ƒ† Ž‘›ƒŽ–› ˜‹ƒ –Š‡ ‡‘–‹‘ƒŽ ”‘—–‡Ǥ

Š‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•†‡˜‡Ž‘’‡†ǣ

H2aǣŠ‡’”‡•‡…‡‘ˆƒ•–‘”›Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†Ž‘›ƒŽ–›ǡ•—…Š–Šƒ–ƒˆƒ˜‘”ƒ„Ž‡„”ƒ†•–‘”›

Ž‡ƒ†•–‘Š‹‰Š‡”ǦŽ‡˜‡Ž„”ƒ†Ž‘›ƒŽ–›Ǥ

”ƒ†•‡•‡•…ƒ’‡‘”„”ƒ†‡š’‡”‹‡…‡‹•†efined as the “subjective, internal consumer responses ȋ•‡•ƒ–‹‘ǡˆ‡‡Ž‹‰•ǡƒ†…‘‰‹–‹‘•ǡƒ†„‡Šƒ˜‹‘”ƒŽ”‡•’‘•‡•Ȍǡ‡˜‘‡†„›„”ƒ†Ǧ”‡Žƒ–‡†•–‹—Ž‹–Šƒ–

are part of a brand’s design and identity, packaging, communications, and environments” (Brakus, …Š‹––ǡƬƒ”ƒ–‘‡ŽŽ‘ǡʹͲͲͻǡ’Ǥͷ͵ȌǤ—‡”‘—••–—†‹‡•ƒŽ•‘†‡‘•–”ƒ–‡–Šƒ–ƒ‡‘”ƒ„Ž‡„”ƒ†

‡š’‡”‹‡…‡–”‹‰‰‡”•„”ƒ†Ž‘›ƒŽ–›ȋ”ƒ—•‡–ƒŽǤǡʹͲͲͻǢƒ‰‰‡”Ƭ̵”‹‡ǡʹͲͳͲǢ‹‰Ƭ•‡‰ǡʹͲͳͷǢ

ƒƒ•‡•ŠƒƬ–‡‹ǡʹͲͳͶȌǤ–Š‡–‘—”‹•ˆ‹‡Ž†ǡƒ‡‘”ƒ„Ž‡‡š’‡”‹‡…‡‹•ƒŽ•‘ƒ•‹‰‹ˆ‹…ƒ–’”‡†‹…–‘”

‘ˆŽ‘›ƒŽ–›ǡ•—…Šƒ•”‡˜‹•‹–ƒ†™‘”†Ǧ‘ˆǦ‘—–Š…‘—‹…ƒ–‹‘ȋƒ”‡•ǡƒ––••‘ǡƬޔ‡•‡ǡʹͲͳͶǢ

—‰ǡ ‡‡ǡ Ƭ —ƒ‰ǡ ʹͲͳ͸Ǣ ‹”ƒƒ›ƒǦ—” ‡– ƒŽǤǡ ʹͲͳͷȌǤ Š‡”‡ˆ‘”‡ǡ –Š‡ ˆ‘ŽŽ‘™‹‰ Š›’‘–Š‡•‹• ‹•

‹–”‘†—…‡†ǣ

H2bǣ‡•‡•…ƒ’‡Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†Ž‘›ƒŽ–›ǡ•—…Š–Šƒ–ƒˆƒ˜‘”ƒ„Ž‡„”ƒ†‡š’‡”‹‡…‡Ž‡ƒ†•

–‘Š‹‰Š‡”ǦŽ‡˜‡Ž„”ƒ†Ž‘›ƒŽ–›Ǥ

Š‡–Š‹”††‹‡•‹‘‘ˆ„”ƒ†‰‡•–ƒŽ–‹•–Š‡•‡”˜‹…‡•…ƒ’‡ǤŠ‡„”ƒ†•‡”˜‹…‡•…ƒ’‡‹•–Š‡–ƒ‰‹„Ž‡‘”

’Š›•‹…ƒŽƒ•’‡…–•—””‘—†‹‰ƒ†‡•–‹ƒ–‹‘’Žƒ…‡ȋ‹–‡”ǡͳͻͻʹȌǤŠ‹•‘–‹‘‹•Ž‹‡™Šƒ–‹ƒ‘†‡–ƒŽǤ ȋʹͲͲͻȌ”‡ˆ‡”–‘ƒ•ƒ–‡”‹ƒŽ‡˜‹”‘‡–ǡƒ†™Šƒ–‡ŽŽ‡”ȋʹͲͲ͵Ȍ˜‹‡™•ƒ•’Žƒ…‡•‘”•’ƒ…‡ǤŠ‡…”‹–‹…ƒŽ

role of the physical environment on consumers’ƒ––‹–—†‡•‹•†‘…—‡–‡†‹–Š‡ƒ”‡–‹‰Ž‹–‡”ƒ–—”‡Ǥ ‘”‹•–ƒ…‡ǡ‹–‡”ȋͳͻͻʹȌˆ‹†•–Šƒ––Š‡•‡”˜‹…‡•…ƒ’‡Šƒ•ƒ•‹‰‹ˆ‹…ƒ–‹’ƒ…–‘‡‘–‹‘ƒŽ”‡•’‘•‡•

–Šƒ–‹ˆŽ—‡…‡…‘•—‡”„‡Šƒ˜‹‘”Ǥ

‹‹Žƒ”Ž›ǡ ‘ˆˆƒ ƒ† —”Ž‡› ȋʹͲͲʹȌ ’‘•–—Žƒ–‡ –Šƒ– –Š‡ ’Š›•‹…ƒŽ ‡˜‹”‘‡– Šƒ• ƒ ’‘™‡”ˆ—Ž

‹ˆŽ—‡…‡ ‘ …‘•—‡” †‡…‹•‹‘ ’”‘…‡••‡•Ǥ Š—•ǡ ‹– …ƒ „‡ …‘Œ‡…–—”‡† –Šƒ– ™Š‡ –‘—”‹•–• Šƒ˜‡ ƒ

’‘•‹–‹˜‡ ‹’”‡••‹‘ ‘ˆ –Š‡ ’Š›•‹…ƒŽ ‡˜‹”‘‡– ‹ ƒ –‘—”‹• †‡•–‹ƒ–‹‘ǡ ‹– …ƒ ‹ˆŽ—‡…‡ –Š‡‹”

”‡•’‘•‡ƒ††‹”‡…–Ž›‹’ƒ…––Š‡‹”„‡Šƒ˜‹‘”ǤŠ‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•’”‡•‡–‡†ǣ H2cǣ‡”˜‹…‡•…ƒ’‡Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†Ž‘›ƒŽ–›ǡ•—…Š–Šƒ–ƒˆƒ˜‘”ƒ„Ž‡„”ƒ†‡˜‹”‘‡–

Ž‡ƒ†•–‘ƒŠ‹‰Š‡”Ž‡˜‡Ž‘ˆ„”ƒ†Ž‘›ƒŽ–›Ǥ

Deske W. Mandagi, Dave DG. Centeno & Indrajit ͹

Š‡ˆ‘—”–Š†‹‡•‹‘‘ˆ„”ƒ†‰‡•–ƒŽ–‹••–ƒ‡Š‘Ž†‡”Ǥ……‘”†‹‰–‘òŠŽ„ƒ…Š‡”‡–ƒŽǤȋʹͲͲ͸ǡ’ǤͶȌǡ

–Š‡„”ƒ†•–ƒ‡Š‘Ž†‡”‘”„”ƒ†‹–‡”‡•–‰”‘—’…‘•‹•–•‘ˆ’‡‘’Ž‡ƒ†‘”‰ƒ‹œƒ–‹‘•‡‰ƒ‰‹‰‹„”ƒ†Ǧ

”‡Žƒ–‡†‹†‡ƒ•ǡ–Š”‘—‰Š˜ƒ”‹‘—•‘†‡•ȋ‡Ǥ‰Ǥǡ’Š›•‹…ƒŽ‘”˜‹”–—ƒŽȌǡ†‘‡†‹”‡…–Ž›‘”‹†‹”‡…–Ž›ǡƒ†˜‡”„ƒŽŽ›

‘”‘˜‡”„ƒŽŽ›Ǥ–Š‡…”‡ƒ–‹‘‘ˆ„”ƒ†•ǡ–Š‡ƒ…–‹˜‡”‘Ž‡‘ˆ„”ƒ†•–ƒ‡Š‘Ž†‡”•Šƒ•„‡…‘‡ƒ‡›ˆ‘…—•

‘ˆ…‘–‡’‘”ƒ”›…‘•—‡””‡•‡ƒ”…Šȋ‹ƒ‘†‡–ƒŽǤǡʹͲͲͻȌǤ–‹•ƒ”‰—‡†–Šƒ–™Š‹Ž‡–Š‡„”ƒ†‘™‡”

ƒ…–‹˜‡Ž›…”‡ƒ–‡•–Š‡„”ƒ†•ǡ•–ƒ‡Š‘Ž†‡”•…‘Ǧ…”‡ƒ–‡–Š‡ȋ”‘™ǡ‘œ‹‡–•ǡƬŠ‡””›ǡʹͲͲ͵ȌǤŠ‡”‘Ž‡

‘ˆ …—•–‘‡”• ‘” •–ƒ‡Š‘Ž†‡”• ‹ –Š‡ …‘Ǧ…”‡ƒ–‹‘ ‘ˆ „”ƒ†• ‹• ™‡ŽŽ †‘…—‡–‡† ‹ –Š‡ ƒ”‡–‹‰

Ž‹–‡”ƒ–—”‡ ȋ‡Ǥ‰Ǥǡ ”‘—Ž† Ƭ ”‹…‡ǡ ͳͻͻ͵Ǣ ‡–‡‘ Ƭ ƒ‰ǡ ʹͲͳ͹Ǣ ‡ÓƒŽ‘œƒǡ ʹͲͲͳǢ ‘Ž‡ǡ ʹͲͳ͸ȌǤ

–ƒ‡Š‘Ž†‡”‹˜‘Ž˜‡‡–’”ƒ…–‹…‡•‘”„”ƒ†…‘Ǧ…”‡ƒ–‹‘‹•”‡’‘”–‡†–‘Šƒ˜‡ƒ•‹‰‹ˆ‹…ƒ–‹’ƒ…–‘

„”ƒ† Ž‘›ƒŽ–› ȋ‡Ǥ‰Ǥǡ ‘Ž‡ǡ ʹͲͳ͸ȌǤ ”‹‰‹‰ –Š‹• ‘–‹‘ ‹–‘ –Š‡ –‘—”‹• †‡•–‹ƒ–‹‘ …‘–‡š–ǡ –Š‡

stakeholders’ involvement in destination brand creation can influence visitors’ loyalty to the

†‡•–‹ƒ–‹‘ǤŠ‡˜‹•‹–‘”•ƒ”‡ƒ™ƒ”‡–Šƒ–„”ƒ†•–ƒ‡Š‘Ž†‡”•ƒ…–‹˜‡Ž›’ƒ”–‹…‹’ƒ–‡‹„”ƒ†…”‡ƒ–‹‘ǡ

–Š‡˜‹•‹–‘”„‡…‘‡•‘”‡…‘ˆ‹†‡–‹–Š‡ƒ„‹Ž‹–›ƒ†‹–‡‰”‹–›‘ˆ–Š‡†‡•–‹ƒ–‹‘’Žƒ…‡‹ˆ—Žˆ‹ŽŽ‹‰

Š‹•ȀŠ‡”‡š’‡…–ƒ–‹‘ǤŠ‡”‡ˆ‘”‡ǡ–Š‡ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•’”‡•‡–‡†ǣ

H2dǣ–ƒ‡Š‘Ž†‡”’ƒ”–‹…‹’ƒ–‹‘‹„”ƒ†…”‡ƒ–‹‘Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†Ž‘›ƒŽ–›ǡ•—…Š–Šƒ–ƒ

Š‹‰Š‡”†‡‰”‡‡‘ˆ•–ƒ‡Š‘Ž†‡”’ƒ”–‹…‹’ƒ–‹‘‹„”ƒ†…”‡ƒ–‹‘Ž‡ƒ†•–‘Š‹‰Š‡”ǦŽ‡˜‡Ž„”ƒ†Ž‘›ƒŽ–›Ǥ

3.3 The Relationship Between Brand Attachment and Brand Loyalty

Š‡’”‡•‡–•–—†›ƒŽ•‘‹˜‡•–‹‰ƒ–‡†–Š‡†‹”‡…–‡ˆˆ‡…–‘ˆ„”ƒ†ƒ––ƒ…Š‡–‘„”ƒ†Ž‘›ƒŽ–›Ǥ”ƒ†

ƒ––ƒ…Š‡–‹•ƒ‡••‡–‹ƒŽ†‡–‡”‹ƒ–‘ˆŽ‘›ƒŽ–›‹–‡–‹‘ȋ‡Ǥ‰Ǥǡ‡‹•‡–ƒŽǤǡʹͲͳ͸Ǣ‡˜›Ƭ‹‘ǡʹͲͳ͸Ǣ

ƒ”‡–ƒŽǤǡʹͲͳͲǢ‘‡–ƒŽǤǡʹͲͳ͵ȌǤŠ‡…‘•—‡”•Šƒ˜‡ƒˆƒ˜‘”ƒ„Ž‡ƒ––ƒ…Š‡–ȋ‹Ǥ‡Ǥǡ’‘•‹–‹˜‡ˆ‡‡Ž‹‰•ǡ …‘‡…–‹‘ǡ‘”’ƒ••‹‘Ȍ–‘ƒ„”ƒ†„‡…ƒ—•‡‘ˆ–Š‡‹”ƒ„‹Ž‹–›–‘•ƒ–‹•ˆ›–Š‡‹”‡‡†•ǡ–Š‡›–‡†–‘†‡˜‡Ž‘’

Ž‘›ƒŽ–›ǤŠ‡•ƒ‡ˆŽ‘™‘ˆ–Š‘—‰Š–ƒ’’Ž‹‡•‹–Š‡–‘—”‹•†‡•–‹ƒ–‹‘…‘–‡š–Ǥ‘—”‹•–•ƒ”‡‘”‡Ž‹‡Ž›

to develop an attachment to a destination because they assess the destination’s ability to fulfill their

•’‡…‹ˆ‹…‰‘ƒŽ•ǡŽ‡ƒ†‹‰–‘–Š‡ˆ‘”ƒ–‹‘‘ˆ–Š‡‹”Ž‘›ƒŽ–›–‘–Š‡†‡•–‹ƒ–‹‘ȋ—•‡Ž‡–ƒŽǤǡʹͲͳͲǡ’Ǥʹ͹ͶȌǤ

Š‡ ’‘•‹–‹˜‡ ‡ˆˆ‡…– ‘ˆ destination attachment on tourist’s loyalty behavior is well explored in the

–‘—”‹•Ž‹–‡”ƒ–—”‡ȋ‡Ǥ‰Ǥǡ‡‡ƬŠ‡ǡʹͲͳ͵Ǣ‹ǡŠ‘‡ǡƬ‡–”‹…ǡʹͲͳͺǢ”ƒ›ƒ‰ǡŠ‡ǡƬ‡ŽŠ‹ƒ’’ƒǡ ʹͲͳ͹Ǣ”ƒ›ƒ‰Ƭ›ƒǢʹͲͳͳǢ‡ƒ•ƒ‡–ƒŽǤǡʹͲͳ͵Ǣ—•‡Žǡ—•‡ŽǡƬ‹Ž‹ǡʹͲͳͲȌǤ‘•‡“—‡–Ž›ǡ–Š‡

ˆ‘ŽŽ‘™‹‰Š›’‘–Š‡•‹•‹•ˆ‘”‡†ǣ

H3ǣ”ƒ†ƒ––ƒ…Š‡–Šƒ•ƒ’‘•‹–‹˜‡‡ˆˆ‡…–‘„”ƒ†Ž‘›ƒŽ–›ǡ•—…Š–Šƒ–•–”‘‰‡”„”ƒ†ƒ––ƒ…Š‡–

Ž‡ƒ†•–‘•–”‘‰‡”„”ƒ†Ž‘›ƒŽ–›Ǥ

Š‡”‡Žƒ–‹‘•Š‹’•ƒ‘‰˜ƒ”‹ƒ„Ž‡•ƒ”‡•—ƒ”‹œ‡†‹–Š‡’”‘’‘•‡†…‘…‡’–—ƒŽ‘†‡Ž’”‡•‡–‡†‹

‹‰—”‡•ʹƒ†͵Ǥ‘†‡Žͳ•Š‘™•–Š‡”‡Žƒ–‹‘•Š‹’ƒ‘‰˜ƒ”‹ƒ„Ž‡•ƒ––Š‡ƒ‰‰”‡‰ƒ–‡‘”…‘•–”—…–Ž‡˜‡Žǡ while model 2 displays the effect of brand gestalt’s dimension on brand attachment and brand loyalty.

Figure 2. Proposed Conceptual Model 1: The Influence of the Aggregate Brand Gestalt

ͺ Destination brand gestalt and its effects on brand attachment and brand loyalty

Figure 3. Proposed Conceptual Model 2: On the Influence of the Dimensions of Brand Gestalt

4 Method

4.1 Data Collection and Sample

Š‡–ƒ”‰‡–”‡•’‘†‡–•‘ˆ–Š‹••–—†›…‘’”‹•‡†„‘–Š†‘‡•–‹…ƒ†‹–‡”ƒ–‹‘ƒŽ–‘—”‹•–•‘ˆ‘”–Š

—Žƒ™‡•‹ǡ†‘‡•‹ƒǤŠ‡”ƒ’‹†‹…”‡ƒ•‡‹‹–•–‘—”‹•’‡”ˆ‘”ƒ…‡‹–Š‡’ƒ•–ˆ‘—”›‡ƒ”•ƒˆˆ‹”‡†–Š‹•

†‡•–‹ƒ–‹‘ƒ•‘‡‘ˆ†‘‡•‹ƒ’•ˆ‹˜‡•—’‡”Ǧ’”‹‘”‹–›–‘—”‹•–†‡•–‹ƒ–‹‘•ȋ•‡‡ ‹‰—”‡ͳȌǤ’”‡Ǧ•–—†›

•—”˜‡›™ƒ•†‘‡‘ͳʹͺ–‘—”‹•–•–‘‰‡‡”ƒ–‡–Š‡•ƒ’Ž‹‰ƒ”‡ƒˆ‘”†ƒ–ƒ…‘ŽŽ‡…–‹‘Ǥ‡•’‘†‡–•‘ˆ–Š‹•

’”‡Ǧ•–—†›•—”˜‡›™‡”‡•‡Ž‡…–‡†”ƒ†‘Ž›ƒ†™‡”‡ƒ•‡†–‘Ž‹•––Š‡‹”–Š”‡‡ˆƒ˜‘”‹–‡–‘—”‹•–•‹–‡•‹–Š‡

‘”–Š—Žƒ™‡•‹–Šƒ––Š‡›˜‹•‹–‡†ǤŠ‡‘•–ˆ”‡“—‡–Ž›‡–‹‘‡†–‘—”‹•–•‹–‡•‹‡ƒ…Š…ƒ–‡‰‘”›™‡”‡

—ƒ‡ƒ–‹‘ƒŽƒ”ȋ„‡ƒ…Šƒ†•‡ƒȌǡ‹‘™ƒ‡ȋ‘—–ƒ‹ƒ†ƒ–—”‡Ȍǡƒ†‘‘Š‘š–”‡‡

ƒ”‡–ȋˆ‡•–‹˜ƒŽƒ†…—Ž‹ƒ”›ȌǤˆ‹‡Ž†•—”˜‡›™ƒ•–Š‡…‘†—…–‡†‹–Š‡•‡–Š”‡‡‘•–’‘’—Žƒ”•‹–‡•–‘

…‘ŽŽ‡…– –Š‡ ƒ‹ •–—†› †ƒ–ƒǤ —– ‘ˆ ͺͲͲ “—‡•–‹‘ƒ‹”‡•ǡ ͵ͲͲ ȋ͵ͺΨȌ ™‡”‡ †‹•–”‹„—–‡† ƒ– —ƒ‡

ƒ–‹‘ƒŽƒ”ƒ†ʹͷͲ‡ƒ…Šȋ͵ͳΨȌƒ–‹‘™ƒ‡ƒ†‘‘Š‘š–”‡‡ƒ”‡–Ǥ‡‡’’‡†‹šˆ‘”

„”‹‡ˆ†‡•…”‹’–‹‘•‘ˆ–Š‡•‡–‘—”‹•–•‹–‡•Ǥ

Š‹••–—†›—–‹Ž‹œ‡†ƒ…‘˜‡‹‡…‡•ƒ’Ž‹‰‡–Š‘†ǡƒ‘’”‘„ƒ„‹Ž‹–›•ƒ’Ž‹‰™Š‡”‡„›‡„‡”•

‘ˆ–Š‡–ƒ”‰‡–’‘’—Žƒ–‹‘‡–•’‡…‹ˆ‹…’”ƒ…–‹…ƒŽ…”‹–‡”‹ƒǡ •—…Šƒ•–Š‘•‡ ™Š‘ ™‡”‡‘•–…‘˜‡‹‡–Ž›

ƒ˜ƒ‹Žƒ„Ž‡ƒ–ƒ‰‹˜‡–‹‡ǡ‡ƒ•‹Ž›ƒ……‡••‹„Ž‡ǡ ‰‡‘‰”ƒ’Š‹…ƒŽŽ›’”‘š‹ƒŽǡ‘”™‹ŽŽ‹‰–‘’ƒ”–‹…‹’ƒ–‡‹–Š‡

•–—†›ȋڔ›‡‹ǡʹͲͲ͹ǡ’ǤͻͺǦͻͻȌǤŠ‡•—”˜‡›‘”‹–‡”…‡’–‡†–Š‡–‘—”‹•–•”ƒ†‘Ž›ƒ–‡ƒ…Š•ƒ’Ž‹‰ƒ”‡ƒ

ƒ†”‡“—‡•–‡†–Š‡–‘ˆ‹ŽŽ‘—––Š‡“—‡•–‹‘ƒ‹”‡Ǥ

4.2 Measurement

•‡ŽˆǦƒ†‹‹•–‡”‡†“—‡•–‹‘ƒ‹”‡™ƒ•†‡•‹‰‡†–‘•‡”˜‡ƒ•–Š‡•—”˜‡›‹•–”—‡–‡ƒ•—”‹‰ƒŽŽ

˜ƒ”‹ƒ„Ž‡• ‘ˆ –Š‡ ’”‘’‘•‡† ‘†‡ŽǤ Š‡ “—‡•–‹‘ƒ‹”‡ ™ƒ• ’”‡•‡–‡† ‹ „‘–Š ‰Ž‹•Š ƒ† ƒŠƒ•ƒ

†‘‡•‹ƒǤ ˆ–‡” ƒ ’”‘ˆ‡••‹‘ƒŽ –”ƒ•Žƒ–‘” –”ƒ•Žƒ–‡† –Š‡ “—‡•–‹‘ƒ‹”‡ ˆ”‘ ‰Ž‹•Š –‘ ƒŠƒ•ƒ

†‘‡•‹ƒǡ‹–™ƒ•–Š‡†‘—„Ž‡†…Š‡…‡†„›–Š‡”‡•‡ƒ”…Š–‡ƒ–‘‡•—”‡–Š‡ƒ……—”ƒ…›‘ˆ–Š‡–”ƒ•Žƒ–‹‘Ǥ

‡ƒ•—”‡‡–•‘ˆ–Š‡–Š”‡‡…‘•–”—…–•™‡”‡…ƒ””‹‡†‘—–„›ƒ—Ž–‹Ǧ‹–‡•‡˜‡Ǧ’‘‹–‹‡”–•…ƒŽ‡

•–ƒ–‡‡– ”ƒ‰‹‰ ˆ”‘ ȋͳȌǡ ‘– ƒ– ƒŽŽ †‡•…”‹’–‹˜‡ǡ –‘ ȋ͹Ȍ ‡š–”‡‡Ž› †‡•…”‹’–‹˜‡Ǥ Š‡ “—‡•–‹‘ƒ‹”‡

…‘•‹•–‡†‘ˆ–™‘•‡…–‹‘•ǤŠ‡ˆ‹”•–•‡…–‹‘†‡ƒŽ–™‹–Š–Š‡†‡‘‰”ƒ’Š‹……Šƒ”ƒ…–‡”‹•–‹…•‘ˆ”‡•’‘†‡–•

ƒ†•‘‡‹•–”—…–‹‘•ǤŠ‡•‡…‘†•‡…–‹‘…‘˜‡”‡†–Š‡‡ƒ•—”‡‡–‹–‡ˆ‘”–Š‡•‹š˜ƒ”‹ƒ„Ž‡•†‡–ƒ‹Ž‡†

‹ ‹‰—”‡•ʹƒ†͵Ǥ

‡ƒ•—”‡‡–‹–‡•ˆ‘”ƒŽŽ˜ƒ”‹ƒ„Ž‡•™‡”‡ƒ†‘’–‡†ˆ”‘–Š‡‡š‹•–‹‰•…ƒŽ‡™‹–Š•Ž‹‰Š–”‡™‘”†‹‰–‘

ˆ‹––Š‡’”‡•‡–•–—†›…‘–‡š–Ǥ”ƒ†‰‡•–ƒŽ–ǡƒ•’”‘’‘•‡†„›ƒ†ƒ‰‹‡–ƒŽǤȋʹͲʹͳȌǡ…‘•‹•–‡†‘ˆˆ‘—”

†‹‡•‹‘• ȋ‹Ǥ‡Ǥǡ •–‘”›ǡ •‡•‡•…ƒ’‡ǡ •‡”˜‹…‡•…ƒ’‡ǡ ƒ† •–ƒ‡Š‘Ž†‡”ȌǤ ‡ƒ•—”‡‡– ˆ‘” „”ƒ†

ƒ––ƒ…Š‡– …‘•‹•–‡† ‘ˆ ˆ‘—”Ǧ‹–‡ •…ƒŽ‡• ‡š–”ƒ…–‡† ˆ”‘ ’”‡˜‹‘—• •–—†‹‡• ȋƒ” ‡– ƒŽǤǡ ʹͲͳͲǢ

™ƒ‹ƒ–Šƒǡ–‹ŽŽ‡›ǡƬŠŽ—™ƒŽ‹ƒǡʹͲͲͻȌǤ”ƒ†Ž‘›ƒŽ–›™ƒ•‡ƒ•—”‡†—•‹‰‡‹‰Š–‹–‡•ƒ†ƒ’–‡†ˆ”‘

’”‡˜‹‘—••–—†‹‡•ȋŠƒ—†Š—”‹Ƭ‘Ž„”‘‘ǡʹͲͲͳǢƒǡ‘Šǡƒ†ƒǡƬ—–ŠƒŽ›ǡʹͲͳͳȌǤŠ‡ˆ‹”•–ˆ‘—”‹–‡•

‡ƒ•—”‡†ƒ––‹–—†‹ƒŽŽ‘›ƒŽ–›ǡ™Š‹Ž‡–Š‡Žƒ•–ˆ‘—”…ƒ’–—”‡†ƒ––‹–—†‹ƒŽ„”ƒ†Ž‘›ƒŽ–›Ǥ

Deske W. Mandagi, Dave DG. Centeno & Indrajit ͻ

4.3 Pilot Study

Š‡“—‡•–‹‘ƒ‹”‡™ƒ•’”‡Ǧ–‡•–‡†—•‹‰ƒ…‘˜‡‹‡…‡•ƒ’Ž‡‘ˆͳʹͲ”‡•’‘†‡–•‹†‡’‡†‡–

ˆ”‘–Š‡ƒ‹•–—†›Ǥ ‡‡†„ƒ…ˆ”‘–Š‡”‡•’‘†‡–•ƒ†‹’—–•ˆ”‘–Š‡‡š’‡”–•™‡”‡‹…‘”’‘”ƒ–‡†

–‘‹’”‘˜‡–Š‡”‡Ž‹ƒ„‹Ž‹–›ǡ˜ƒŽ‹†‹–›ǡƒ†…Žƒ”‹–›‘ˆ–Š‡™‘”†‹‰•Ǥ ‘”–Š‡”‡˜‹•‡†“—‡•–‹‘ƒ‹”‡ǡƒ’”‡Ǧ

–‡•– ™ƒ• ”‡Ǧ…‘†—…–‡† —•‹‰ ƒ‘–Š‡” ͺͲ ‹†‡’‡†‡– •ƒ’Ž‡• ‘ˆ –‘—”‹•–•Ǥ Š‡”‡ ™‡”‡ ‘ ‘”‡

…‘…‡”•”‡‰ƒ”†‹‰–Š‡™‘”†‹‰ ‘ˆ–Š‡ “—‡•–‹‘• ‘”–Š‡ˆ‘”ƒ– ‘ˆ–Š‡ˆ‹ƒŽ˜‡”•‹‘‘ˆ–Š‡•—”˜‡›

‹•–”—‡–Ǥ

4.4 Data Analysis

–”—…–—”ƒŽ‡“—ƒ–‹‘‘†‡Ž‹‰ȋȌ‹•—–‹Ž‹œ‡†–‘–‡•––Š‡Š›’‘–Š‡•‹œ‡†‘†‡ŽǤ‹•ƒ•›•–‡‘ˆ

Ž‹‡ƒ”‡“—ƒ–‹‘•ƒ‘‰•‡˜‡”ƒŽŠ›’‘–Š‡–‹…ƒŽ…‘•–”—…–•ȋƒ‘ǡ‹ŽŽ‡”ǡƬƒ‘ǡʹͲͳͳȌǡ™Š‹…Š‹•™‹†‡Ž›

—•‡† ‹ •‘…‹ƒŽ ”‡•‡ƒ”…Š ‹ –‡•–‹‰ –Š‡‘”‡–‹…ƒŽ ‘†‡Ž•Ǥ Š‡ ”‡ƒ•‘ ˆ‘” —•‹‰ ‘˜‡” –”ƒ†‹–‹‘ƒŽ

—Ž–‹˜ƒ”‹ƒ–‡–‡…Š‹“—‡•‹•„‡…ƒ—•‡‘ˆ‹–•ƒ„‹Ž‹–›–‘‡•–‹ƒ–‡–Š‡”‡Žƒ–‹‘•Š‹’ƒ‘‰—Ž–‹’Ž‡…‘•–”—…–•

ȋŽƒ–‡– ˜ƒ”‹ƒ„Ž‡Ȍ ‹ –Š‡ ‡ƒ•—”‡‡– ‘†‡Ž ƒ† –‘ –‡•– –Š‡ ”‡Žƒ–‹‘•Š‹’ ƒ‘‰ ˜ƒ”‹ƒ„Ž‡• ‹ –Š‡

•–”—…–—”ƒŽ‘†‡Žȋƒ‹”ǡƒ”•–‡†–ǡ‹‰Ž‡ǡƬ‡ƒǡʹͲͳʹǡ’ǤͶͳͶǦͶͳͷȌǤ —”–Š‡”‘”‡ǡ‹•„‡––‡”•—‹–‡†

‹ –‡•–‹‰ …‘’Ž‹…ƒ–‡† ”‡Žƒ–‹‘•Š‹’• ƒ‘‰ •‡˜‡”ƒŽ …‘•–”—…–• •‹—Ž–ƒ‡‘—•Ž› ȋ ‘”‡ŽŽ Ƭ ƒ”…‡”ǡ ͳͻͺͳȌǤ ‡…‡ǡ ̵• ƒ„‹Ž‹–› –‘ †‡ƒŽ ™‹–Š ƒ …‘’Ž‡š ‘†‡Ž ‹• •—‹–ƒ„Ž‡ ‹ ‡š’Žƒ‹‹‰ –Š‡ –Š‡‘”‡–‹…ƒŽ

”‡Žƒ–‹‘•Š‹’•ƒ‘‰–Š‡˜ƒ”‹ƒ„Ž‡•‘ˆ‹–‡”‡•–‹–Š‹••–—†›Ǥ

ƒ–ƒƒƒŽ›•‹•™ƒ•’‡”ˆ‘”‡†—•‹‰•–ƒ–‹•–‹…ƒŽ’ƒ…ƒ‰‡˜‡”•‹‘ʹ͸ǤͲƒ†˜‡”•‹‘ʹͷǤͲǤ

Š‡ ˆ‘”‡” ™ƒ• —•‡† ˆ‘” –Š‡ †‡‘‰”ƒ’Š‹… ƒƒŽ›•‹•ǡ —Ž–‹˜ƒ”‹ƒ–‡ ƒƒŽ›•‹• ‘ˆ ˜ƒ”‹ƒ…‡ ȋ‘‡Ǧ™ƒ›

Ȍǡ ”‡Ž‹ƒ„‹Ž‹–› ƒ† ˜ƒŽ‹†‹–›ǡ ƒ† …‘””‡Žƒ–‹‘ǡ ™Š‹Ž‡ –Š‡ Žƒ––‡” ™ƒ• —•‡† ˆ‘” –‡•–‹‰ –Š‡

‡ƒ•—”‡‡–ƒ†•–”—…–—”ƒŽ‘†‡Ž•ǤŠ‡’”ƒ…–‹…ƒŽ‹–›ƒ†ˆŽ‡š‹„‹Ž‹–›’”‘’‡”–‹‡•‘ˆ’”‘˜‹†‡†ƒ

ƒ†˜ƒ–ƒ‰‡ˆ‘”–Š‡†ƒ–ƒƒƒŽ›•‹•‹–Š‹••–—†›Ǥ

5 Results

5.1 Demographic

‘”–Š‡ƒ‹•–—†›ǡ–Š‡“—‡•–‹‘ƒ‹”‡™ƒ•†‹•–”‹„—–‡†–‘ͺͲͲ”‡•’‘†‡–•ˆ”‘‘˜‡„‡”ʹͲͳͻ–‘

‡„”—ƒ”›ʹͲʹͲǤŠ‡”‡™‡”‡͸ͺͶ—•ƒ„Ž‡“—‡•–‹‘ƒ‹”‡•™‹–Šƒ”‡•’‘•‡”ƒ–‡‘ˆͻ͸ΨǤ ”‘–Š‡͸ͺͶ …‘ŽŽ‡…–‡†”‡•’‘•‡•ǡ͵ͺͲ”‡•’‘†‡–•™‡”‡ƒŽ‡•ȋͷͷǤ͸ΨȌǤ‘•–˜‹•‹–‘”•™‡”‡ „‡–™‡‡ʹͲƒ†ʹͻ

›‡ƒ”•‘Ž†ǡͺͷΨ‘ˆ–Š‡”‡•’‘†‡–•™‡”‡ˆ‹”•–Ǧ–‹‡˜‹•‹–‘”•ǡƒ†ͷͺΨ™‡”‡†‘‡•–‹…–‘—”‹•–•ȋ•‡‡ƒ„Ž‡

ͳȌǤ

Table 1. Demographic Profile of the Respondents

Characteristic Category Sample

N Percentage

‡†‡” ƒŽ‡ ͵ͺͲ ͷͷǤ͸

‡ƒŽ‡ ͵ͲͶ ͶͶǤͶ

‰‡ †‡”ʹͲ ʹͳ͹ ͵ͳǤ͹

ʹͲ–ʹͻ ʹ͸͵ ͵ͺǤͷ

͵Ͳ–͵ͻ ͵ͺ ͷǤ͸

ͶͲ–Ͷͻ ͺͷ ͳʹǤͶ

ͷͲƒ†ƒ„‘˜‡ ͺͳ ͳͳǤͺ

”‡“—‡…› ‹”•––‹‡ ͷ͹ͻ ͺͶǤ͸

‡’‡–‹–‹˜‡ ͳͲͷ ͳͷǤͶ

‘—–”›‘ˆ†‘‹…‹Ž‡ ‘‡•–‹… ͵ͻͻ ͷͺǤ͵

–‡”ƒ–‹‘ƒŽ ʹͺͷ ͶͳǤ͹

5.2 Analysis of Variance

‘‡˜ƒŽ—ƒ–‡–Š‡–‘–ƒŽ„”ƒ†‰‡•–ƒŽ–‘ˆ‡ƒ…Š‘ˆ–Š‡–Š”‡‡–‘—”‹•–•‹–‡•—•‡†ƒ•–Š‡•ƒ’Ž‹‰ƒ”‡ƒǡƒ

MANOVA test was performed. The analysis was conducted by comparing the destinations’ mean score

‘ˆ–‘–ƒŽ„”ƒ†‰‡•–ƒŽ–ƒ†‡ƒ…Š†‹‡•‹‘Ǥ••—ƒ”‹œ‡†‹Table 2, each dimension’s brand gestalt

‡ƒ•…‘”‡™ƒ•™‹–Š‹ƒ”ƒ‰‡‘ˆ͵ǤͺͲ–‘ͶǤ͹ͶǤ–‡”•‘ˆ–Š‡–‘–ƒŽ„”ƒ†‰‡•–ƒŽ–•…‘”‡ǡ–Š‡–Š”‡‡–‘—”‹•–

sites’ mean scores were within a small range (4.20 to 4.28). The Tomohon Extreme Market had the

ͳͲ Destination brand gestalt and its effects on brand attachment and brand loyalty

Š‹‰Š‡•–„”ƒ†‰‡•–ƒŽ–•…‘”‡ǡ™Š‹Ž‡‹‘™ƒ‡Šƒ†–Š‡Ž‘™‡•–ƒ‘‰–Š‡–Š”‡‡Ǥ‘—”‹•–•’‡”…‡‹˜‡†

—ƒ‡ƒ–‹‘ƒŽƒ”ƒ•ƒ–‘—”‹•–†‡•–‹ƒ–‹‘™‹–Š–Š‡Š‹‰Š‡•–ƒ˜‡”ƒ‰‡•…‘”‡‹–‡”•‘ˆ•–‘”›ȋͶǤ͵ͲȌ

ƒ†•‡”˜‹…‡•…ƒ’‡ȋͶǤͲͳȌǤ‡ƒ™Š‹Ž‡ǡ–Š‡‘‘Š‘š–”‡‡ƒ”‡–•…‘”‡†Š‹‰Š‡•–‹–Š‡…ƒ–‡‰‘”›‘ˆ

•‡•‡•…ƒ’‡ȋͶǤ͹ͶȌƒ†•–ƒ‡Š‘Ž†‡”ȋͶǤ͵ʹȌǤ

Table 2. One-factor MANOVA Test of Visitors' Perception of Brand Gestalt in the Three Data Collection Sites

Variables Group* Descriptive Statistic MANOVA Test

Mean St. Dev F Statistic p

–‘”› ͳ ͶǤ͵Ͳͳ ͲǤ͹ͷ͹ ͲǤͳͺ͵ ͲǤͺ͵͵

ʹ ͶǤʹ͸Ͷ ͲǤ͹ʹͲ

͵ ͶǤʹ͹Ͳ ͲǤ͸ͳͳ

‡•‡•…ƒ’‡ ͳ ͶǤͲͳͲ ͳǤͲͶʹ ʹǤͺ͸Ͳ ͲǤͲͷͺ

ʹ ͵ǤͺͲʹ ͳǤͲ͸ͻ

͵ ͵Ǥͺʹ͸ ͲǤͻͺͶ

‡”˜‹…‡•…ƒ’‡ ͳ ͶǤͷ͸ͳ ͲǤͺ͸ͻ ʹǤ͹͹͵ ͲǤͲ͸͵

ʹ ͶǤͷ͸͸ ͲǤͻ͹ͳ

͵ ͶǤ͹͵ͻ ͲǤͺ͹ʹ

–ƒ‡Š‘Ž†‡” ͳ ͶǤʹͷ͵ ͳǤͲͺ͵ ͲǤͻʹͷ ͲǤ͵ͻ͹

ʹ ͶǤͳ͹ͷ ͳǤͲ͸͸

͵ ͶǤ͵ͳ͸ ͳǤͳͳͷ

‘–ƒŽ”ƒ†‡•–ƒŽ– ͳ ͶǤʹͺͳ ͲǤͷͺͻ ͳǤ͸Ͳͳ ͲǤʹͲʹ

ʹ ͶǤʹͲʹ ͲǤ͸Ͳͷ

͵ ͶǤʹͺͺ ͲǤͷͲ͵

ȗ”‘—’ǣͳᗐƒ‡ƒ–‹‘ƒŽƒ”ǡʹዐ‘™ƒ‡ǡ͵ᑏ‘Š‘ƒ”‡–

‡Ǧ™ƒ›™ƒ•’‡”ˆ‘”‡†–‘ˆ—”–Š‡”‡˜ƒŽ—ƒ–‡™Š‡–Š‡”–Š‡†‹ˆˆ‡”‡…‡•‹‡ƒ…Š‡ƒ•…‘”‡

™‡”‡•–ƒ–‹•–‹…ƒŽŽ›•‹‰‹ˆ‹…ƒ–ǤŠ‡”‡•—Ž–•‹ƒ„Ž‡ʹ•Š‘™‡†‘•‹‰‹ˆ‹…ƒ–†‹ˆˆ‡”‡…‡•‹–Š‡„”ƒ†

‰‡•–ƒŽ–’‡”…‡’–‹‘„‡–™‡‡–Š‡˜‹•‹–‘”•‘ˆ–Š‡–Š”‡‡–‘—”‹••‹–‡•Ǥ‡…‡ǡ‹–™ƒ•”‡ƒ•‘ƒ„Ž‡–‘–”‡ƒ–

–Š‡ƒ•ƒ•‹‰Ž‡†ƒ–ƒ•‡–ˆ‘”ˆ—”–Š‡”ƒƒŽ›•‹•ȋƒ‹”ǡŽƒ…ǡƒ„‹ǡƬ†‡”•‘ǡʹͲͲͻȌǤ

5.3 Reliability and Validity

‘”‡ƒ…Švariable’s reliability, Cronbach's alpha (CA) and composite reliability (CR) were estimated,

•‡––‹‰–Š‡…—–Ǧ‘ˆˆ˜ƒŽ—‡‘ˆͲǤ͹ˆ‘”„‘–Šȋ ‘”‡ŽŽƬƒ”…‡”ǡͳͻͺͳȌǤƒ„Ž‡͵•Š‘™‡†–Šƒ–ƒŽŽ–Š‡ƒ†

˜ƒŽ—‡•™‡”‡Š‹‰Š‡”–Šƒ–Š‡ƒ……‡’–ƒ„Ž‡–Š”‡•Š‘Ž†‘ˆͲǤ͹ǡ‹†‹…ƒ–‹‰–Šƒ–”‡Ž‹ƒ„‹Ž‹–›™ƒ•ƒ…Š‹‡˜‡†Ǥ Table 3. Reliability and Validity Results

Variables/Constructs CA CR AVE

”ƒ†‡•–ƒŽ– ͲǤͻʹ ͲǤͻʹ ͲǤ͹͵

–‘”› ͲǤͻ͵ ͲǤͻͶ ͲǤ͹͸

‡•‡•…ƒ’‡ ͲǤͻͶ ͲǤͻͶ ͲǤ͹͸

‡”˜‹…‡•…ƒ’‡ ͲǤͻͷ ͲǤͻͷ ͲǤͺͳ

–ƒ‡Š‘Ž†‡” ͲǤͻ͵ ͲǤͻ͵ ͲǤ͹ͺ

”ƒ†––ƒ…Š‡– ͲǤͻͷ ͲǤͻͷ ͲǤ͹͸

”ƒ†‘›ƒŽ–› ͲǤͻͶ ͲǤͻͶ ͲǤ͸ͺ

ƒŽ‹†‹–›’ƒ”ƒ‡–‡”•‘ˆ–Š‡—Ž–‹Ǧ‹–‡•…ƒŽ‡•™‡”‡ˆ—”–Š‡”‡•–‹ƒ–‡†„›’‡”ˆ‘”‹‰…‘ˆ‹”ƒ–‘”›

ˆƒ…–‘”ƒƒŽ›•‹•ȋ ȌǤŠ‡•‹‰‹ˆ‹…ƒ…‡‘ˆ–Š‡ˆƒ…–‘”Ž‘ƒ†‹‰ƒ†ƒ˜‡”ƒ‰‡˜ƒ”‹ƒ…‡‡š–”ƒ…–‡†ȋȌ™ƒ•

‡šƒ‹‡†ˆ‘”…‘˜‡”‰‡–˜ƒŽ‹†‹–›Ǥ‘˜‡”‰‡–˜ƒŽ‹†‹–›™ƒ••ƒ–‹•ˆ‹‡†‹ˆˆƒ…–‘”Ž‘ƒ†‹‰™ƒ•‰”‡ƒ–‡”–Šƒ

‘”‡“—ƒŽ–‘ͲǤͷȋƒ‹”‡–ƒŽǤǡʹͲͲͻȌƒ†™ƒ•‰”‡ƒ–‡”–Šƒ‘”‡“—ƒŽ–‘ͲǤͷȋ ‘”‡ŽŽƬƒ”…‡”ǡͳͻͺͳȌǤ

••—ƒ”‹œ‡†‹ƒ„Ž‡•͵ƒ†ͶǡƒŽŽ–Š‡…‘˜‡”‰‡–˜ƒŽ‹†‹–›‹†‹…ƒ–‘”•™‡”‡„‡›‘†–Š‡”‡…‘‡†‡†

˜ƒŽ—‡Ǥ

Deske W. Mandagi, Dave DG. Centeno & Indrajit ͳͳ

Table 4. Measurement Items Factor Loading

Scale items Factor loading

Story

Š‡•–‘”›‘ˆ–Š‹•†‡•–‹ƒ–‹‘‹•ƒ‡••‡–‹ƒŽ’ƒ”–‘ˆ‹–•„”ƒ†Ǥ ͲǤͻͲ

Š‡•–‘”›‘ˆ–Š‹•†‡•–‹ƒ–‹‘ƒ‡•‹–‘”‡ƒ––”ƒ…–‹˜‡Ǥ ͲǤͺͶ

Š‹•†‡•–‹ƒ–‹‘Šƒ•ƒ—–Š‡–‹…•–‘”‹‡•Ǥ ͲǤͺʹ

Š‡•–‘”›‘ˆ–Š‹•†‡•–‹ƒ–‹‘ƒˆˆ‡…–•‡‡‘–‹‘ƒŽŽ›Ǥ ͲǤͺͷ

Š‡•–‘”›‘ˆ–Š‹•†‡•–‹ƒ–‹‘ƒ‡•‡ˆ‡‡Ž…‘‡…–‡†™‹–Š‹–Ǥ ͲǤͻ͵

Sensescape

Š‹•†‡•–‹ƒ–‹‘‘ˆˆ‡”•‘˜‡Ž‡š’‡”‹‡…‡•Ǥ ͲǤͺ͸

Š‹•†‡•–‹ƒ–‹‘’—–•‡‹ƒ‰‘‘†‘‘†Ǥ ͲǤͺ͸

Š‹•†‡•–‹ƒ–‹‘‰‹˜‡•‡’Ž‡ƒ•—”‡Ǥ ͲǤͺͻ

Š‹•†‡•–‹ƒ–‹‘•ƒ–‹•ˆ‹‡•›ƒ†˜‡–—”‡‡‡†•Ǥ ͲǤͺͶ

Š‹•†‡•–‹ƒ–‹‘ƒ‡•ƒ•–”‘‰‹’”‡••‹‘Ǥ ͲǤͻͳ

Servicescape

Š‡”‡ƒ”‡ƒ™ƒ”ƒ„‹ƒ…‡ƒ†ƒ–‘•’Š‡”‡Ǥ ͲǤͻͲ

Š‡Ž‘…ƒ–‹‘‹•…Ž‡ƒǤ ͲǤͺͲ

Š‡”‡‹•ƒ…‘ˆ‘”–ƒ„Ž‡‘˜‡”ƒŽŽ–‡’‡”ƒ–—”‡‹–Š‡’Žƒ…‡Ǥ ͲǤͻͳ

Š‡Ž‘…ƒ–‹‘‘ˆ–Š‡†‡•–‹ƒ–‹‘‹•ƒ……‡••‹„Ž‡Ǥ ͲǤͻ͵

ˆ‡‡Ž•ƒˆ‡ƒ†•‡…—”‡‹–Š‡’Žƒ…‡Ǥ ͲǤͻͷ

Stakeholder

Š‡Ž‘…ƒŽ”‡•‹†‡–‹•ƒ‹–‡‰”ƒŽ’ƒ”–‘ˆ–Š‹•†‡•–‹ƒ–‹‘„”ƒ†Ǥ ͲǤͻ͹

Š‡”‡…‘‡†ƒ–‹‘‘ˆ‘–Š‡”–‘—”‹•–•‹•ƒ‹–‡‰”ƒŽ’ƒ”–‘ˆ–Š‹•†‡•–‹ƒ–‹‘„”ƒ†Ǥ ͲǤͺͺ

Š‡‹˜‘Ž˜‡‡–‘ˆ–Š‡Ž‘…ƒŽ‰‘˜‡”‡–‹’”‘‘–‹‰–Š‹•’Žƒ…‡‹•ƒ‡••‡–‹ƒŽ’ƒ”–‘ˆ–Š‹•

†‡•–‹ƒ–‹‘„”ƒ†Ǥ ͲǤͺ͸

Š‡…‘ŽŽƒ„‘”ƒ–‹‘ƒ‘‰†‡•–‹ƒ–‹‘•‹•ƒ‡••‡–‹ƒŽ’ƒ”–‘ˆ–Š‹•„”ƒ†Ǥ ͲǤͺͳ Brand attachment

ˆ‡‡Žƒ––ƒ…Š‡†–‘–Š‹•†‡•–‹ƒ–‹‘Ǥ ͲǤͻͷ

ˆ‡‡Ž…‘‡…–‡†™‹–Š–Š‹•†‡•–‹ƒ–‹‘Ǥ ͲǤͻͲ

ˆ‡‡Ž„‘†‡†™‹–Š–Š‹•†‡•–‹ƒ–‹‘Ǥ ͲǤͻʹ

Š‡†‡•–‹ƒ–‹‘‹•’ƒ”–‘ˆ‡ƒ†™Š‘ƒǤ ͲǤͺͺ

Brand loyalty

™‘—Ž†„‡™‹ŽŽ‹‰–‘’ƒ›ƒŠ‹‰Š‡”’”‹…‡ˆ‘”–Š‹•†‡•–‹ƒ–‹‘‘˜‡”ƒ‘–Š‡”’Žƒ…‡Ǥ ͲǤͺͻ

‹–‡†–‘‡…‘—”ƒ‰‡‘–Š‡”’‡‘’Ž‡–‘˜‹•‹––Š‹•†‡•–‹ƒ–‹‘Ǥ ͲǤ͹͵

™‹ŽŽ”‡…‘‡†–Š‹•†‡•–‹ƒ–‹‘–‘•‘‡‘‡™Š‘•‡‡•›ƒ†˜‹…‡Ǥ ͲǤ͹ͻ

™‹ŽŽ•’‡ƒ’‘•‹–‹˜‡Ž›ƒ„‘—––Š‹•†‡•–‹ƒ–‹‘Ǥ ͲǤͺͺ

Š‹•†‡•–‹ƒ–‹‘™‘—Ž†„‡›ˆ‹”•–…Š‘‹…‡Ǥ ͲǤͺ͵

—•—ƒŽŽ›˜‹•‹––Š‹•†‡•–‹ƒ–‹‘‹•–‡ƒ†‘ˆƒ‘–Š‡”’Žƒ…‡–Šƒ–‘ˆˆ‡”•ƒ•‹‹Žƒ”ƒ––”ƒ…–‹‘Ǥ ͲǤͺͳ

‹–‡†–‘‡‡’˜‹•‹–‹‰–Š‹•†‡•–‹ƒ–‹‘Ǥ ͲǤͻͲ

™‹ŽŽ˜‹•‹––Š‹•†‡•–‹ƒ–‹‘ˆ‘”˜ƒ…ƒ–‹‘‹–Š‡ˆ—–—”‡Ǥ ͲǤ͹͹

‹ƒŽŽ›ǡ†‹•…”‹‹ƒ–˜ƒŽ‹†‹–›™ƒ•‡šƒ‹‡†„›…‘’ƒ”‹‰ –‘–Š‡•“—ƒ”‡‘ˆ –Š‡…‘””‡Žƒ–‹‘

…‘‡ˆˆ‹…‹‡–„‡–™‡‡–Š‡–™‘˜ƒ”‹ƒ„Ž‡•Ǥ……‘”†‹‰–‘ ‘”‡ŽŽƒ†ƒ”…‡”ȋͳͻͺͳȌǡ†‹•…”‹‹ƒ–˜ƒŽ‹†‹–›

™ƒ• •ƒ–‹•ˆ‹‡† ‹ˆ –Š‡ ˜ƒŽ—‡ ‘ˆ –Š‡ …‘•–”—…–• ™ƒ• ‰”‡ƒ–‡” –Šƒ –Š‡ ‹–‡”Ǧ…‘•–”—…– •“—ƒ”‡†

…‘””‡Žƒ–‹‘ǤŠ‡”‡•—Ž–•‹ƒ„Ž‡ͷ”‡˜‡ƒŽ‡†–Šƒ––Š‡•“—ƒ”‡”‘‘–‘ˆ‹–Š‡†‹ƒ‰‘ƒŽƒ–”‹š™ƒ•

‰”‡ƒ–‡” –Šƒ –Š‡ …‘””‡•’‘†‹‰ ‹–‡”Ǧ…‘•–”—…– …‘””‡Žƒ–‹‘ …‘‡ˆˆ‹…‹‡–ǡ ‹†‹…ƒ–‹‰ –Šƒ– –Š‡”‡ ™ƒ•

†‹•…”‹‹ƒ–˜ƒŽ‹†‹–›‘ˆƒŽŽ˜ƒ”‹ƒ„Ž‡•Ǥ