Rini, Endang Sulis ya; Rombe, Elimawa y; Ta igan, Miska I ani
A icle
B and des ina ion loyal y: he an eceden s o des ina ion
b and expe ience
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Rini, Endang Sulis ya; Rombe, Elimawa y; Ta igan, Miska I ani (2024) :
B and des ina ion loyal y: he an eceden s o des ina ion b and expe ience, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-15,
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B and des ina ion loyal y: he an eceden s o
des ina ion b and expe ience
Endang Sulis ya Rini, Elimawa y Rombe & Miska I ani Ta igan
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B and des ina ion loyal y: he an eceden s o des ina ion
b and expe ience
endang sulis ya inia, elimawa y ombeb and Miska i ani a iganc
aFacul y o economic and Business, uni e si as suma e a u a a, indonesia; buni e sias adulako Palu, indonesia; cuni e si as
Kha olik san o homas Medan, indonesia
ABSTRACT
he indonesian go e nmen has de eloped en supe p io i y a eas o se e as
des ina ions o domes ic and in e na ional ou is s. ou ism ma ke ing is ca ied ou by
applying he des ina ion b and expe ience, which con i ms he au hen ici y o he
des ina ion b and, and des ina ion b and expe ience which is ul ima ely expec ed o
inc ease des ina ion b and loyal y. his s udy aims o p o e se e al hings ha can
inc ease B and Des ina ion loyal y. he quan i a i e me hod, was ca ied ou by
dis ibu ing ques ionnai es. he popula ion o his s udy is domes ic ou is s, and he
sample selec ion o esponden s using he Pu posi e sampling, is as many as 350
people. he da a analysis and hypo hesis es ing me hod used desc ip i e s a is ical
analysis and in e en ial s a is ical analysis. he esul s show ha he Des ina ion B and
expe ience has success ully media ed he ela ionship be ween consume a ac ion
and exp ession wi h consume loyal y. he p ac ical in e es o his esea ch is aimed a
oba Fund ou ism manage s and local ou ism o ices o p o ide egula ions and
policies ela ed o b and p o ec ion o business ac o s such as MsMes and o he
se ices so ha loyal y o local b ands is main ained. cus ome legi imacy is main ained
wi h local b ands i local b ands a e gi en lexible space wi hin hescope o ou ism
business go e nance.
IMPACT STATEMENT
hese s udies holds he opinion ha indonesia’s na u al esou ces, pa icula ly in
no h suma a’s lake oba ou ism a ea, may imp o e local wel a e, which will
ha e an impac on na ional de elopmen . his s udy’s amewo k app oach is a
mixed me hod (quali a i e and quan i a i e esea ch). FgD, documen a ion s udy,
and a ques ionnai e we e used o collec da a. acco ding o he indings o his
s udy, he b and expe ience a des ina ions mus be applied in o de o deli e
a sa is ying expe ience, enjoy he au hen ic expe ience o he local communi y’s
cul u e and a ac ions, and encou age isi o s o p o ide posi i e sugges ions
and e iews. hese indings could s imula e ascina ion o he inne ci cle in
isi ing hese loca ions as well.
In oduc ion
he de elopmen o ou ism in no h suma a i sel , in he 2017 Minis y o ou ism epo , shows ha
he dis ibu ion o he numbe o domes ic ou is ips by he p o ince o o igin, 2017 (%) o igina ing
om no h suma a, is 3.46%. Meanwhile, he dis ibu ion o he numbe o domes ic ou is ips by
des ina ion p o ince, in 2017, no h suma a, was 3.91%. Dis ibu ion o domes ic ou is ips by he
p o ince o des ina ion on he island o suma a, no h suma a, is s ill a e Bangka Beli ung, which
eaches 6.64%. he da a abo e s a es ha he no h suma an ou ism sec o has no been used op i-
mally, wi h he po en ial o na u al, ma ine, his o ical, cul u al, spo s and o he ou ism a ailable in
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT endang sulis ya Rini [email p o ec ed] Jl. D . . Mansu no. 9, Kampus Padang Bulan, Medan, 20155, suma e a
u a a, indonesia
h ps://doi.o g/10.1080/23311975.2024.2320992
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 7 no embe
2022
e ised 9 Oc obe 2023
accep ed 16 Feb ua y
2024
KEYWORDS
B and des ina ion loyal y;
des ina ion b and
expe ience; a ac ion;
exp ession
REVIEWING EDITOR
kaou he kooli,
Bou nemou h Uni e si y,
Uni ed kingdom
SUBJECTS
B and Managemen ;
Des ina ion Ma ke ing;
B and Managemen ;
Ma ke ing Managemen
2 e.s. ini e al.
no h suma a. Wi h he educ ion in o eign exchange in he ou ism sec o o 2019, he o iginal a ge
o Us$ 20 billion, ell o Us$ 17.6 billion (sou ce: Minis y o ou ism o he epublic o indonesia, 2019).
his educ ion in he o eign exchange a ge was ca ied ou by he go e nmen h ough he Minis y
o ou ism because un il he i s qua e o 2019 had no shown signi ican p og ess owa ds he a ge
(sapu a e al., 2023). Based on he impo an ole o ou ism in he indonesian economy, he go e nmen
has inc eased in as uc u e de elopmen , such as in e na ional ai po s, in e -ci y oll oads and acili ies
such as he a ailabili y o places o wo ship, s anda dized places o ea , as well as open pa ks wi h he
heme o p o ide li e acy o ou is s who ela ed o he des ina ion (Bu e al., 2021; ke e , 2019). his
de elopmen can ce ainly impac he expansion o he a eas a ound he lake oba ou is a ea (sapu a
e al., 2022).
in he pe iod om 2015 o 2018, he numbe o o eign ou is s isi ing no h suma a did no expe-
ience a signi ican inc ease. Fu he mo e, o eign ou is isi s in 2019 in he i s mon h, Janua y 2019,
we e eco ded a 14,149 people; his dec eased by 35% when compa ed o Decembe 2018, and
dec eased by 5.67% compa ed o Janua y 2018 (sou ce: cen al s a is ics agency o he epublic o
indonesia, 2019). Fo eign ou is s o no h suma a ha e dec eased; his is in e sely p opo ional o he
go e nmen ’s e o s o a ge one million o eign ou is s isi ing no h suma a in 2019. ou ism ma -
ke ing is based on des ina ion b and expe ience o de e mine he pe cep ion o o eign ou is s isi ing
no h suma a, especially he lake oba ou ism a ea.
he ac ions o ou is s du ing a ip desc ibe he sel -concep . he sel -concep o domes ic ou is s
who a el in g oups, like o ake pic u es alone o wi h a el pa ne s, o sel -concep s who a e less
awa e o he impo ance o cleanliness and o de (Duxbu y e al., 2020; Palos-sanchez e al., 2021).
sel -concep also alks abou o he people’s iews o he ou is . hings ha a e done du ing he ip,
such as sel ies, enjoying na u e, culina y, a ac ions o o he ac i i ies, ollow exis ing no ms. Be o e
isi ing a des ina ion, ou is s al eady ha e hope; his hope can be o med om he image cap u ed by
po en ial ou is s (aljumah e al., 2022). When ou is s isi a des ina ion, ou is s will make an assess-
men consciously o no be ween expec a ions and he eali y expe ienced (F ías-Jamilena e al., 2019;
hwang e al., 2019). he e o e, when a ou is expe iences a isi ha is in line wi h expec a ions be o e
isi ing, i can be said ha he ge s a pleasan isi expe ience and ice e sa. his pleasan o unpleasan
expe ience is an expe ience ha in ol es he i e senses, emo ions, knowledge and beha io o ou is s
(Japu a, 2022). he phenomenon ha occu s in he lake oba ou ism a ea des ina ion is ha ou is s
a e eluc an o make buying and selling ansac ions a he des ina ion. all posi i e imp essions a ising
om he b anding can be said o be ou is loyal y o a des ina ion (cossío-sil a e al., 2019; lee &
Xue, 2020).
he p esence o he des ina ion expe ience o ms des ina ion b and loyal y. Des ina ion b and expe-
ience, including a ac ion demons a ions (F ías-Jamilena e al., 2019; Palos-sanchez e al., 2021).
a ac ions ha a e demons a ed a a ious des ina ions a e ca ied ou egula ly and h ough special
e en s. he a ac ions a e demons a ed o p o ide an o e iew o local cul u e, olklo e, and commu-
ni y belie s ha p o ide ou is s wi h he expe ience and engagemen wi h he des ina ion (aljumah
e al., 2022; Bu e al., 2021). he p esence o a ac ions a he des ina ion posi i ely in luences he b and
expe ience. symbols a e semio ic en i ies o signs ha a e impo an o human communica ion (Duxbu y
e al., 2020; Palos-sanchez e al., 2021). communica ion wi h each o he wi h symbolic sys ems such as
w i ing, speech, pic u es, body mo emen s (ges u es) and ac ions (X. chen & lee, 2021). F ías-Jamilena
e al. (2019) also a gue o conside a ion o ‘si ua ional sel -image’, which is de ined as ‘ he esul o an
indi idual’s epe oi e o sel -images and pe cep ions o o he s in a gi en si ua ion. Once people decide
which image o exp ess in a social si ua ion, hey look o ways o exp ess i .; he use o p oduc s is one
o how a pe son can exp ess his o he sel -image’ (Yu & kim, 2020). When people ind hemsel es in
new si ua ions, hey y o s uc u e hei own beha io acco ding o he beha io o o he s, o how hey
belie e o he s hink hey should beha e: no su p isingly, his pe iod o ole ansi ion is o en accompa-
nied by he need o use a a ie y o p oduc s; he co ec use o hese p oduc s de e mines success in
comple ing he ansi ion (leo e al., 2021). co espondingly, his s udy sugges s he exis ence o a ‘ ou -
is himsel ’; he empo a y ole ha consume s play when a el o a des ina ion (al awadieh e al., 2019;
loch ie e al., 2019; agb e al., 2020).
cOgen BUsiness & ManageMen 3
B and expe ience a he des ina ion is a media ing a iable be ween he an eceden s o he des ina-
ion b and expe ience and he consequences o he des ina ion b and expe ience (Jiménez-Ba e o e al.,
2019; asci e al., 2022). likewise, he indi ec e ec is whe e he des ina ion b and expe ience, des ina-
ion b and sa is ac ion, and des ina ion b and au hen ici y a e media ing a iables, be ween he an eced-
en s and b and expe ience o des ina ion b and loyal y (al awadieh e al., 2019; loch ie e al., 2019; nasi
e al., 2020). Based on his phenomenon, his s udy aims a e: 1.) o de e mine he e ec o a ac ion on
he des ina ion b and expe ience 2.) o de e mine he e ec o ou is sel -exp ession on he des ina ion
b and expe ience 3.) o de e mine he e ec o he des ina ion b and expe ience on he des ina ion
b and loyal y 4.) o de e mine he e ec o ou is a ac ions on Des ina ion B and loyal y h ough
Des ina ion B and expe ience 5.) o de e mine he e ec o ou is sel -exp ession on Des ina ion B and
loyal y h ough Des ina ion B and expe ience.
Li e a u e e iew and hypo hesis
Legi imacy heo y
legi imacy heo y is s a ed by p o iding an illus a ion ha he e is a di e ence be ween he alues
acco ding o he company and hose in socie y, he e o e he company will be in a h ea ened posi ion
i he e is his di e ence o wha is known as he legi imacy gap (Masoud e al., 2019; Pou a aj e al.,
2020). his heo y is based on he idea ha i socie y ealizes ha a company ope a es in ha mony wi h
socie y i sel , he company’s p esence will be able o con inue (loch ie e al., 2019; asci e al., 2022).
insensi i i y o he possible impac s ha could occu on company ac i i ies can lead o a legi imacy gap
(al awadieh e al., 2019). in he con ex o his esea ch, us in local b ands will in luence cus ome o
communi y loyal y (X. chen & lee, 2021; lee & Xue, 2020). a legi imacy gap will occu a he esea ch
loca ion i o eign b ands s a o en e ha a e s ill no us wo hy and will possibly kill local business
b ands ( aecha ung oj & Ma hayomchan, 2019).
The ela ionship o a ac ions a des ina ions o des ina ion b and expe ience
Based on legi imacy heo y, ou is a ac ion has implica ions o he Des ina ion B and expe ience (X. chen
& lee, 2021). Pea ce de ines an a ac ion as: ‘a loca ion wi h ce ain human o na u al ea u es ha a e he
ocus o isi o s and managemen ’s a en ion’ ( uiz- eal e al., 2020). i chie and c ouch p o ide a classi i-
ca ion based on an ideog aphic app oach, in which all ou is a ac ions a e di ided in o se en main ca -
ego ies: Physiog aphy and clima e, cul u e and his o y, Mix o ac i i ies, special e en s, en e ainmen ,
supe s uc u e and Ma ke ela ions (kuma & kaushik, 2020; a he e al., 2020). he o ganiza ional app oach
ocuses on he a ac i eness capaci y, he a ac i eness o he su ounding en i onmen and he du a ion
o a ac ion (Japu a, 2022; Masoud e al., 2019). he cogni i e app oach sys ema izes ou is a ac ions
based on he pe cep ions and expe iences o ou is s abou hese a ac ions (Yu & kim, 2020). he la e
app oach is d i en by he ac ha he ou ism indus y has consis en ly ei e a ed he impo ance o inno-
a i e and di e se p oduc s ha p o ide un o ge able expe iences o di e se cus ome s (kuma & kaushik,
2020). Mos ou is s desc ibe he expe ience mo e b oadly ega ding he quali y o he a ac ions and
ac i i ies expe ienced (hwang e al., 2019). a ac ions p o ide he ounda ion o exci ing and memo able
des ina ion expe iences (aljumah e al., 2022; Duxbu y e al., 2020). a combina ion o esou ces, ac i i ies
and e en s can e oke eelings o pleasu e o su p ise among ou is s (cossío-sil a e al., 2019; uiz- eal
e al., 2020). he esul s o esea ch Yan e al. (2019) ound empi ically ha ou is a ac ions ha e an in lu-
ence on b and us in he des ina ion. howe e , se e al s udies s a e ha he e is no signi ican ela ionship
be ween ou is a ac ions and b and us in des ina ions, because ou is s do no pay a en ion o i when
a eling (Jiménez-Ba e o e al., 2020; Wang e al., 2020). howe e , leo e al. (2021) s a ed ha ou is
a ac ion is s ill a de e minan o ou is s being a ac ed o local des ina ion b ands expe ience, because
apa om a eling, ou is s also o en pay a en ion o and a e in e es ed in local b ands in ou is des i-
na ions, hus building loyal y. so he hypo hesis can be o mula ed as ollows:
H1: ou is a ac ion has a posi i e e ec on b and expe ience
4 e.s. ini e al.
The ela ionship o ou is sel -exp ession o des ina ion b and expe ience
in legi imacy heo y, i is s a ed ha cus ome in e es in a business’s p oduc s o se ices will build us
and inc ease income (Yu & kim, 2020). e e ing o his heo y, in he con ex o his esea ch, he ou is
a ac ion o a des ina ion has an impac on he expe ience o local b and p omo ion which has a place
in he scope o local ou ism de elopmen (Ma ins e al., 2021; Yan e al., 2019). legi imacy in local
b and expe iences is an insepa able d i e o MsMe businesses in he ou ism business (con i & held
cassel, 2020). he ou ism business also has an impac on inc easing he capaci y o MsMes which unc-
ions as a local b and expe ience (Qin e al., 2022). sel -exp ession e e s o he sel - ep esen a ion, o
sel -imp ession ha indi iduals wish o con ey o o he s h ough hei casual pa icipa ion (F ías-Jamilena
e al., 2019; Yu & kim, 2020). sel -exp ession is he deg ee o which pa icipan s exp ess hei sel -concep
o indi iduali y h ough si ua ions o objec s o s udy (leo e al., 2021). Pa icipa ion ac s as he message
ha becomes he subjec , and he si ua ion o objec ac s as a ehicle h ough which one p ojec s and
enhances one’s sel -image (al awadieh e al., 2019). Because many p oduc s se e bo h u ili a ian and
symbolic unc ions, ou is sel -exp ession can be an impo an d i e o des ina ion p e e ence and
choice (Y.-s. chen & Wu, 2021; loch ie e al., 2019). he indings om he Focus g oup Discussion (FgD)
clea ly suppo sel -exp ession as an incen i e o isi des ina ions. expe ience has a ole as a medium
o channel sel -exp ession a a des ina ion (nasi e al., 2020; Qin e al., 2022; Wang e al., 2020). his
phenomenon may desc ibe mode n consume beha io , mode n consume s desi e con ex - ela ed,
au hen ic expe ience concep s and seek a balance be ween con ol wi h s age expe ience and
sel -de e mined ac i i y wi h spon anei y, eedom, and sel -exp ession (Jiménez-Ba e o e al., 2019).
empi ical e idence om F ías-Jamilena e al. (2019) inds ha ou is sel -exp ession has a posi i e ela-
ionship o local b and expe ience as a cul u ally based ou ism legi imacy. he same esul s we e also
ob ained by Duxbu y e al. (2020), namely ha ou is sel -exp ession we e p o en o ha e a posi i e
ela ionship wi h he des ina ion b and expe ience. howe e , di e en esul s we e ob ained by hwang
e al. (2019) who s a ed ha he e was no ela ionship be ween ou is sel -exp ession and b and expe-
ience in ou is des ina ions. cossío-sil a e al. (2019) concluded ha b ands ha a e us ed o be
expe ienced in ou is des ina ions a e a special a ac ion o some ou is s so ha hey can encou age
ou is s o shop and enjoy us ed local b ands. Based on he desc ip ion o he esul s o p e ious
esea ch, he esea ch hypo hesis is o mula ed as ollows:
H2: ou is sel -exp ession in luences des ina ion b and expe ience
The ela ionship be ween des ina ion b and expe ience and des ina ion b and loyal y
loyal y is a goal o s a egic ma ke planning in he long e m and is also used as he basis o de el-
oping a sus ainable compe i i e ad an age, which is an ad an age ha can be ealized h ough ma ke -
ing e o s (aljumah e al., 2022). Japu a (2022) de ines b and loyal y as a deep commi men o
epu chase o e-subsc ibe o a selec ed p oduc o se ice in he u u e. Buying he same b and o e
and o e again o buying he same g oup o b ands o e and o e again despi e si ua ional in luences
and ma ke ing e o s could po en ially cause beha io o change (cossío-sil a e al., 2019). B and loyal y
is an asse whe e consume s a e willing o pay mo e in e ms o ge ing he goods o se ices o e ed
(lee & Xue, 2020). X. chen and lee (2021) says ha b and loyal y is a undamen al concep in ma ke ing
s a egy; cus ome B and loyal y can c ea e ad an ages in ma ke ing, namely he wo d-o -mou h e e -
als and esis ance o inc easingly la ge compe i ion. X. chen and lee (2021) de ine b and loyal y as a
condi ion whe e consume s ha e a posi i e a i ude owa ds a b and, a e commi ed o he b and, and
in end o con inue pu chasing in he u u e. he occu ence o b and loyal y in consume s is caused by
he in luence o sa is ac ion o dissa is ac ion wi h he b and, which accumula es con inuously in addi-
ion o he pe cep ion o p oduc quali y ( uiz- eal e al., 2020). Dimensionaliza ion o cus ome b and
loyal y (cus ome ’s B and loyal y), acco ding o a he e al. (2020), is o med by h ee indica o s: always
emembe , ecommend and epu chase. expe iences esul om s imula ion and lead o pleasu able ou -
comes, hoping ha consume s will wan o epea he expe ience. i means ha b and expe ience should
in luence sa is ac ion a ings di ec ed no only in he pas , bu also consume loyal y di ec ed owa ds
cOgen BUsiness & ManageMen 5
he u u e (kuma & kaushik, 2020). so ha consume s a e mo e likely o buy he b and again and ec-
ommend i , and he endency o buy al e na i e b ands is dec easing ( aecha ung oj & Ma hayomchan,
2019). esea ch Pou a aj e al. (2020) ound ha Des ina ion B and expe ience has an impac on
Des ina ion B and loyal y. he same esul s a e p o en by Masoud e al. (2019) namely ha b and loyal y
in ou is des ina ions has ele ance o he expe ience o he b and. howe e , Yu and kim (2020) ound
some hing di e en ha b and expe ience a a des ina ion does no de e mine he eme gence o loyal y
o ha b and. in ac , ou is loyal y a ises om local wisdom, indi idual a i udes o he communi y, and
na u al beau y. hese con lic ing esul s a e answe ed by esea ch agb e al. (2020) which s a es ha
b and expe ience and loyal y o ou is des ina ions ha e a mu ually in luencing ela ionship. Based on
he esul s o p e ious esea ch, a hypo hesis is o mula ed:
H3: des ina ion b and expe ience has a posi i e e ec on des ina ion b and loyal y
A ac ion, sel exp essions, b and loyal y, and des ina ion b and expe ience
expe ience has a ole as a medium o channel sel -exp ession in a des ina ion. his phenomenon
desc ibes he beha io o mode n consume s; as leo e al. (2021) s a es, mode n consume s wan
con ex - ela ed, expe ien ial concep s ha con i m he au hen ici y and seek a balance be ween ou ine
con ol and expe ience o ac i i ies a he des ina ion. sel -exp ession e e s o he sel - ep esen a ion, o
sel -imp ession ha indi iduals wish o con ey o o he s h ough hei casual pa icipa ion ( asci e al.,
2022). sel -exp ession is he deg ee o which pa icipan s exp ess hei sel -concep o indi iduali y
h ough si ua ions o objec s o s udy. Pa icipa ion ac s as he message ha becomes he subjec , and
he si ua ion o objec ac s as a ehicle h ough which one p ojec s and enhances one’s sel -image
(Jiménez-Ba e o e al., 2019). P oduc s se e bo h u ili a ian and symbolic unc ions (al awadieh e al.,
2019). se e al s udies s a e ha he e is a ela ionship be ween ou is a ac ion, b and expe ience and
b and loyal y (loch ie e al., 2019; nasi e al., 2020). con i and held cassel (2020) s a es ha b and
expe ience suppo s he ela ionship be ween ou is a ac ion and b and loyal y. his means ha b and
expe ience posi i ely s eng hens he ela ionship be ween ou is a ac ion and loyal y (Wang e al.,
2020). howe e , se e al s udies ejec hese esul s Y.-s. chen & Wu, 2021), hey ound ha he e is no
mode a ing o media ing in luence be ween ou is a ac ion, b and expe ience and loyal y. Yan e al.
(2019) ound some hing ha a leas p o ides an explana ion o he ela ionship be ween hese a i-
ables, ha ou is a ac ion has an indi ec in luence on loyal y h ough b and expe ience. he s udy Qin
e al. (2022) ound ha sel exp essions ha e an indi ec e ec on b and loyal y h ough b and expe i-
ence. howe e , di e en esul s we e p esen ed by Jiménez-Ba e o e al. (2019), namely b and expe i-
ence as a mode a o o he ela ionship be ween ou is a ac ion and b and loyal y. Based on he
inconsis ency o p e ious esea ch esul s, he ollowing hypo hesis was o mula ed (Figu e 1):
H4: ou is a ac ion in luences b and loyal y h ough b and expe ience
H5: Sel Exp essions in luence b and loyal y h ough b and expe ience
Figu e 1. Resea ch model.
6 e.s. ini e al.
Me hodology
he na u e o his esea ch is explana o y esea ch, namely esea ch ha in ends o explain he posi-
ion o he a iables s udied and he ela ionship be ween one a iable and ano he (sa a e al., 2023).
he sampling echnique used is non-p obabili y sampling, namely by pu posi e sampling, whe e he
a ge popula ion is based on p ede e mined con ol cha ac e is ics (sapu a e al., 2023). his esea ch
uses he help o an analysis ool, namely Pls (Pa ial leas squa e). Pls is a echnique used o p edic
models wi h many ac o s (Baah e al., 2021). he aim o using sma Pls is o p edic ela ionships
be ween cons uc s, con i m heo ies, and ela ionships be ween la en a iables. sma Pls is di ided
in o wo models, namely, Ou e Model and inne model. he ou e model consis s o eliabili y es s
and alidi y es s, while he inne model consis s o coe icien s o de e mina ion and hypo hesis es s
(Pe ei a-Moline e al., 2021). he ad an age o sma Pls is ha i does no equi e no mally dis ib-
u ed esea ch da a (a o e al., 2022). and ano he ad an age is ha i can be used in small sample
sizes. he sampling me hod in his s udy uses pu posi e sampling. he numbe o samples de e mined
is 350 samples. he numbe o sampling by choosing 50 esponden s om 7 a eas o he ou is a ea.
his esea ch ocuses on deepening he pe cep ions o domes ic ou is s. i is based on he endency
o indonesian domes ic ou is s who like shopping, a eling wi h g oups, and ollowing popula ou -
is spo s (Yunia i, 2018). he ques ionnai e was dis ibu ed by sending he google Fo m link. access o
he google o m link is dis ibu ed when ou is s include a pe sonal con ac numbe in each ou
package. he google Fo m link can be accessed wi hin one mon h h oughou June 2021 so ha he
expe ience o domes ic ou is s owa ds a b and is mo e complex o s udy. his esea ch was con-
duc ed in he lake oba ou ism a ea, which is di ec ly su ounded by se en dis ic s. he se en
egencies a e simalungun, ka o, Dai i, oba, samosi , no h apanuli and humbang haangkalan egen-
cies. he an eceden s o he b and expe ience a he des ina ion include he des ina ion’s image, he
in as uc u e and suppo se ices a he des ina ion. he alidi y o he da a o a s udy is he oun-
da ion o he quali y o he esea ch esul s. al hough he analy ical me hod has no less impo an ole
in con incing he ele an pa ies o accep he esea ch esul s and apply i in decision-making as
needed, he alidi y o he da a is always he i s ocus o a en ion o ex e nal pa ies o accep and
ejec he esul s o he esea ch. he e o e, i is necessa y o es he alidi y and eliabili y o an
ins umen .
a alidi y es is used o de e mine he easibili y o i ems in a lis o ques ions in de ining a a iable
(anwa e al., 2020). Validi y e e s o he ex en o which he measu ing ins umen used can pe o m
i s unc ion ca e ully and p ecisely as expec ed. a alid ins umen means ha he measu ing ins umen
used o ob ain da a (measu e) is alid (Baah e al., 2021). o de e mine he consis ency o con idence o
he measu emen esul s ha con ain he accu acy o he measu emen , a eliabili y es is ca ied ou
(Pe ei a-Moline e al., 2021). Da a analysis in quan i a i e esea ch is he esul o da a p ocessing on he
answe s gi en by esponden s o he s a emen s o each ques ionnai e i em (sapu a e al., 2022). he
esea ch model has me he c i e ia o he ou e model, and he analysis is con inued by looking a he
in luence be ween a iables h ough he analysis o he inne model (Manu ung e al., 2022). es ing he
media ion e ec is done by looking a he con ibu ion o he indi ec e ec o he o al e ec . analysis
using sma Pls (Pe ei a-Moline e al., 2021).
Resul
a disc iminan alidi y es can be done by compa ing he co ela ion o each cons uc o he squa e
oo o i s aVe based on he Fo nell-lacke c i e ia (J. F. J. hai e al., 2014). he squa e oo alue o
he aVe on he Fo nell-lacke c i e ia is ob ained by pe o ming he squa e oo ope a ion o he aVe
alue ob ained in he sma Pls algo i hm (Joe F. hai e al., 2011). he esul o he squa e oo o
he aVe will be a e e ence o assessing disc iminan alidi y by compa ing i o he co ela ion
be ween cons uc s (a madja e al., 2021). he ollowing a e he esul s o he aVe oo alues in
able 1.
aVe g ea e han 0.50 indica es ha disc iminan alidi y has been me . his means ha he con-
s uc s o a ac ion, sel exp essions, Des ina ion B and expe ience, and B and loyal y ha e good
cOgen BUsiness & ManageMen 7
disc iminan alidi y (J. F. J. hai e al., 2014; Joe F. hai e al., 2011; Joseph F. hai e al., 2014). he
composi e eliabili y alue o each cons uc is expec ed o be a leas 0.7. he esul s o he sma Pls
algo i hm on he composi e eliabili y o each cons uc a e p esen ed in able 2:
able 2 shows ha each cons uc has me he ou e model eliabili y assessmen c i e ia wi h a com-
posi e eliabili y alue > 0.7. he alue o he coe icien 2 o each a iable in his s udy (sa a e al.,
2021) ( able 3).
he hypo hesis in his s udy will be es ed s a is ically using he boo s ap me hod. hypo hesis es ing
is done by looking a he pa h coe icien alue, which indica es he signi icance le el in hypo hesis
es ing. he pa h coe icien sco e indica ed by he -s a is ic alue mus be g ea e han he one-way
es - able alue (>1.64) wi h = 5%. in addi ion, he p- alues mus be below = 0.05, so ha he esea ch
hypo hesis p oposed in he s udy can be accep ed ( able 4).
Discussion
In luence o des ina ion a ac ions on des ina ion b and expe ience
he esul s o his s udy indica e ha a ac ions a he des ina ion ha e a posi i e and signi ican e ec
on he des ina ion b and expe ience. his s udy’s esul s align wi h Ma ins e al. (2021) esea ch, which
Table 1. aVe alue Fo nell-Lacke c i e ion.
Va iables aVe
Co ela ion be ween a iables
Da se DBe DBL
Da 0.694 0,833
se 0.607 0.357 0,840
DBe 0.623 0.447 0.686 0,685
DBL 0.599 0.479 0.661 0.648 0,819
Desc ip ion: Da = a ac ion; se = sel exp essions; DBe = Des ina ion B and expe ience; DBL = B and Loyal y.
Sou ce: Da a P ocessed (2021).
Table 2. C onbach’s alpha, Rho-a, composi e eliabili y and aVe.
Va iables Dimensions Ca ho_a CR aVe
a RaC ions in
Des ina ions (Da)
0.811 0.820 0.876 0.641
a ac ion Quali y 0.811 0.818 0.877 0.641
seLF-eXPRession ( se) 0.792 0.793 0.878 0.706
Li es yle 0.792 0.793 0.878 0.706
Des ina ion BRanD
eXPeRienCe (DBe)
0.915 0.927 0.928 0.570
he i e senses 0.842 0.848 0.888 0.615
emo ion 0.822 0.824 0.894 0.739
in ellec ual 0.709 0.729 0.838 0.634
Beha io 0.765 0.788 0.894 0.808
Des ina ion BRanD LoYaL Y 0.930 0.931 0.942 0.671
(DBL) Commi men 0.879 0.880 0.917 0.734
Wo d o Mou h 0.841 0.844 0.926 0.863
in en ion o Visi 0.834 0.835 0.924 0.858
Sou ce: Da a P ocessed (2021).
Table 3. R-squa ed coe icien s.
Va iables Dimensions R2R2 adjus ed Desc
Des ina ion BRanD
eXPeRienCe
0.642 0.637 Mode a e
he i e senses 0.805 0.804 Well
emo ion 0.800 0.799 Well
in ellec ual 0.748 0.747 Well
Beha io 0.648 0.647 Mode a e
Des ina ion BRanD LoYaL Y 0.684 0.682 Well
Commi men 0.870 0.869 Well
Wo d o Mou h 0.817 0.816 Well
in en ion o Visi 0.820 0.819 Well
Sou ce: Da a P ocessed (2021).
14 e.s. ini e al.
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