Peran Destination Brand Engagement Dan Destination Authenticity Identifying Dalam Memediasi Pengaruh Orientation Ecological Of Tourism Dan Destination Image Terhadap Destination Loyalty

Abstract

The tourism sector plays an important role in supporting the growth of the national economy. Tourism can provide income for the country's foreign exchange, expand employment, and introduce national culture so it needs to be developed. Tourism development in the Gunung Leuser National Park (TNGL) area is directed at achieving the preservation of natural resources and supporting efforts to improve people's welfare. Tourism marketing is carried out by implementing an ecological orientation of tourism, destination image, which confirms destination authenticity identification and destination brand engagement, which in turn is expected to increase destination loyalty in the natural tourism area of Gunung Leuser National Park. Nature tourism in the National Park area is part of the sustainable utilization of living natural resources and their ecosystems. This study aims to find out what factors influence destination loyalty in the TNGL natural tourism area and find an appropriate model to measure increased visits. The basic theory used is Self Congruence Theory (SCT). This research uses several variables to measure the factors that shape destination loyalty behavior: Destination Image, Orientation Ecological of Tourism, Destination Brand Engagement and Destination Loyalty. Research also adds Destination Authenticity Identifying, to mediate the relationship between Destination Image and destination loyalty. The research subjects were domestic tourists, namely those who had visited TNGL nature tourism including, Lawe Gurah, Tangkahan, Bukit Lawang. This research was conducted using 301 respondents who were taken from the three TNGL Nature tourism sites. Data analysis was performed using Partial Least Square (PLS). This research finds that destination image, ecological orientation of tourism, destination brand engagement, destination authenticity identifying are the variables forming destination loyalty. Destination image, ecological orientation of tourism, destination brand engagement and destination authenticity identifying are good predictors in determining destination loyalty behavior. This study also found that destination authenticity identifying is significant in mediating the relationship between destination image and destination loyalty.