Anteseden Pengalaman Merek Destinasi dan Konsekuensinya Terhadap Loyalitas Merek Destinasi Kawasan Wisata Danau Toba

Abstract

The tourism sector is a leading sector outside the oil and gas sector as a source of foreign exchange for the Indonesian state. Therefore, the Government of Indonesia developed ten super-priority areas to serve as destinations for domestic tourists as well as international tourists. One of the destinations developed by the Government of Indonesia is the Lake Toba Tourism Area. Tourism marketing is widely used, including applying brand experience marketing. This research was conducted using qualitative descriptive and quantitative methods. This research was conducted using a descriptive qualitative method, namely conducting a Focus Group Discussion (FGD) and interviews. Quantitative method, done by distributing questionnaires via google form. The population of this study is domestic tourists and the sample selection of respondents using purposive sampling and quota sampling methods, as many as 350 people. Methods of data analysis and hypothesis testing used descriptive statistical analysis and inferential statistical analysis, namely SEM (Structural Equation Model) with the SmartPLS analysis method. The result of the descriptive qualitative method in this study is the addition of the tourist self-expression variable as an antecedent of the Destination Brand Experience. The second result is semiotics as an element that needs to be discussed further to tourists visiting the Lake Toba Tourism Area. The results of the hypothesis test on the Antecedents of Destination Brand Experience on Destination Brand Experience are accepted, namely Destination Image, Attractions in Destinations and Tourist Self-Expression have a positive and significant effect on Destination Brand Experience. Meanwhile, the results of the Infrastructure and Support Services in the destination hypothesis test were rejected, which had a negative and insignificant effect on the Destination Brand Experience, and the results of the Interaction at Destinations hypothesis test were also rejected, which had a positive but insignificant effect. Hypothesis test results of Destination Brand Experience on Destination Brand Authenticity, Destination Brand Experience on Destination Brand Satisfaction, Destination Brand Authenticity on Destination Brand Loyalty, Destination Brand Satisfaction on Destination Brand Loyalty were accepted, with a positive and significant effect. Indirect relationship between Destination Brand Experience and Destination Brand Loyalty through Destination Brand Satisfaction with the test results received; has a positive and significant effect, as well as Destination Brand Experience on Destination Brand Loyalty through Destination Brand Authenticity.

Sektor Pariwisata menjadi sektor unggulan diluar sektor minyak dan gas sebagai sumber devisa negara Indonesia. Pemerintah Indonesia mengembangkan sepuluh kawasan super prioritas untuk dijadikan destinasi bagi wisatawan domestik dan juga wisatawan internasional. Salah satu destinasi yang dikembangkan oleh Pemerintah adalah Kawasan Wisata Danau Toba. Pemasaran pariwisata dilakukan dengan menerapkan pengalaman merek destinasi, yang mengkonfirmasi keaslian merek destinasi, kepuasan merek destinasi yang pada akhirnya diharapkan meningkatkan loyalitas merek destinasi di kawasan wisata danau toba. Penelitian ini dilakukan dengan metode kualitatif deskriptif dan kuantitatif. Penelitian ini dilakukan dengan metode kualitatif deskriptif, yaitu melakukan Focus Group Discussion (FGD) dan wawancara. Metode kuantitatif, dilakukan dengan menyebarkan kuesioner melalui google form. Populasi penelitian ini adalah wisatawan domestik dan pemilihan sampel responden menggunakan metode Purposive Sampling dan Quota Sampling, sebanyak 350 orang. Metode analisis data dan pengujian hipotesis digunakan analisis statistik deskriptif dan analisa statistika inferensial, yaitu SEM (Structural Equation Model) dengan metode analisa SmartPLS. Hasil dari metode kualitatif deskriptif pada penelitian ini adalah adanya penambahan variabel Ekspresi Diri Wisatawan sebagai anteseden dari Pengalaman Merek Destinasi. Hasil kedua adalah Semiotik sebagai unsur yang perlu dibahas lebih lanjut pada wisatawan yang berkunjung ke Kawasan Wisata Danau Toba. Hasil dari uji hipotesis pada Anteseden Pengalaman Merek Destinasi terhadap Pengalaman Merek Destinasi adalah diterima, yaitu Citra Destinasi, Atraksi di Destinasi dan Ekspresi Diri Wisatawan berpengaruh positif dan signifikan terhadap Pengalaman Merek Destinasi. Sementara itu hasil uji hipotesis Infrastruktur Dan Layanan Pendukung di destinasi berpengaruh negatif dan tidak signifikan terhadap Pengalaman Merek Destinasi, dan hasil uji hipotesis Interaksi di Destinasi berpengaruh positif tetapi tidak signifikan. Hasil Uji hipotesis Pengalaman Merek Destinasi terhadap Keaslian Merek Destinasi, Pengalaman Merek Destinasi terhadap Kepuasan Merek Destinasi, Keaslian Merek Destinasi terhadap Loyalitas Merek Destinasi, Kepuasan Merek Destinasi terhadap Loyalitas Merek Destinasi diterima, yaitu dengan pengaruh positif dan signifikan. Hubungan tidak langsung Pengalaman Merek Destinasi terhadap Loyalitas Merek Destinasi melalui Kepuasan Merek Destinasi hasil ujinya diterima; berpengaruh positif dan signifikan, begitu juga dengan Pengalaman Merek Destinasi terhadap Loyalitas Merek Destinasi melalui Keaslian Merek Destinasi.