Optimalisasi Brand Resonating dalam Meningkatkan Destination Repatronizing Intention di Sumatera Utara

Abstract

Tourism is an industry with the potential to develop. Tourism can also be used as one of the spearheads for economic growth in an area. The development of tourism in an area is indicated by the growth in the number of tourists which continues to increase. As one of the provinces with mountainous geography, North Sumatra is a province with great tourism potential. This large tourism potential is not followed by large (high) repeat visits of tourists. It can be said that repeat visits by tourists are low, in other words, the re-patronizing intention of tourists is not too high, so it is necessary to know the factors that can increase re-patronizing tourists to the three tourist destination in North Sumatra. This research aims to examine and analyze and optimize brand resonating to increase destination re-patronizing intention in North Sumatra. The population of this research is local tourists who are visiting and traveling to Lake Toba, Berastagi, and Tangkahan. The sample of this research was 320 respondents for each tourist location with the sampling technique using purposive sampling. The data analysis technique uses Structural Equation Modeling - Partial Least Square (SEM PLS), by fulfilling all the necessary elements. The variables examined in this study are Destination Service Quality, Destination Positional Advantage, Satisfaction with Co-Creation Experience, Value Co-Creation Brand Resonating and Destination Repatronizing Intention. The results of this study indicate that all exogenous variables in this study have a positive and significant effect on the endogenous variables, either directly or indirectly. The results of this study confirm that the government's role is very important by involving business people in tourist sites as well as community organizations that aim to develop tourism in North Sumatra. There must be cooperation between the three parties to make the 3 (three) tourist destinations become favorite and excellent tourist spots for tourists to visit.