Tourist Loyalty Model in Bukit Lawang: Hedonism, Susceptibility, and Brand Love
Downloads
This study aims to examine a tourist behavior model by investigating the effects of hedonism, perceived susceptibility, and brand love on tourist loyalty at the Bukit Lawang tourism destination. A quantitative approach was employed, utilizing a survey method with a total of 387 respondent. The collected data were analyzed using path analysis. The findings reveal that hedonism has a significant direct effect on both brand love and tourist loyalty. Perceived susceptibility significantly influences brand love but has no direct effect on loyalty. Brand love is shown to have a direct positive impact on loyalty. Furthermore, hedonism indirectly influences tourist loyalty through the mediating role of brand love. In contrast, perceived susceptibility does not exhibit a significant indirect effect on loyalty via brand love. These findings highlight the mediating role of emotional attachment (brand love) in translating hedonic experiences into tourist loyalty, particularly in nature-based tourism settings like Bukit Lawang.
Abraham, V., Bremser, K., Carreno, M., Crowley-Cyr, L., & Moreno, M. (2020). Exploring the consequences of COVID-19 on tourist behaviors: perceived travel risk, animosity and intentions to travel. Tourism Review, 76(4), 701–717. https://doi.org/10.1108/TR-07-2020-0344
Aljumah, A. I., Nuseir, M. T., & Refae, G. A. El. (2022). Exploring the effect of social media marketing and destination image on destination loyalty in Covid-19 times: sequential mediating role of brand love and brand loyalty. Proceedings - 2022 23rd International Arab Conference on Information Technology, ACIT 2022, 5–8. https://doi.org/10.1109/ACIT57182.2022.9994189
Apaolaza, V., P, M. R., H, P., M, J. D. G., & M, A. (2023). The effect of threat and fear of COVID-19 on booking intentions of full board hotels : The roles of perceived coping efficacy and present-hedonism orientation. International Journal of Hospitality Management, 105(June 2022), 1–8. https://doi.org/10.1016/j.ijhm.2022.103255
Apaolaza, V., Paredes, M. R., Hartmann, P., García-merino, J. D., & Marcos, A. (2023). The effect of threat and fear of COVID-19 on booking intentions of full board hotels : The roles of perceived coping efficacy and present-hedonism orientation. International Journal of Hospitality Management, 105(June 2022), 1–8. https://doi.org/10.1016/j.ijhm.2022.103255
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240(June), 1–15. https://doi.org/10.1016/j.actpsy.2023.104025
Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/APJML-03-2022-0203
Bagheri, F., Guerreiro, M., & Ghaderi, Z. (2023). From tourist experience to satisfaction and loyalty : Exploring the role of a sense of well-being. Sage Journals, 1–44.
Bursa, B., & Mailer, M. (2024). Challenges in surveying tourists’ on-site activity and travel behavior. Transportation Research Procedia, 76(2022), 96–107. https://doi.org/10.1016/j.trpro.2023.12.041
Cerdá-Mansilla, E., Tussyadiah, I., Campo, S., & Rubio, N. (2024). Smart destinations: A holistic view from researchers and managers to tourists and locals. Tourism Management Perspectives, 51(May), 1–16. https://doi.org/10.1016/j.tmp.2024.101223
Chen, H., Fu, S., & Lyu, B. (2024). Homestays in China: Mediator effects of brand perception upon host-guest interaction and Tourist behavior intention. Heliyon, 10(8), 1–18. https://doi.org/10.1016/j.heliyon.2024.e29820
Cheng, J., Wu, L., Gao, Y., & Tian, X. (2023). A multi-agent model of traffic simulation around urban scenic spots: From the perspective of tourist behaviors. Heliyon, 9(10), 1–12. https://doi.org/10.1016/j.heliyon.2023.e20929
Chi, X., Lee, S. K., Ahn, Y., & Kiatkawsin, K. (2020). Tourist-perceived quality and loyalty intentions towards rural tourism in China. Sustainability (Switzerland), 12(9), 1–18. https://doi.org/10.3390/su12093614
Choi, S., Maharjan, R., Thi, T., Hong, N., & Hanaoka, S. (2024). Impact of information provision on tsunami evacuation behavior of residents and international tourists in Japan. Transport Policy, 155(July), 264–273. https://doi.org/10.1016/j.tranpol.2024.07.010
Cooper, E., Dolnicar, S., & Grün, B. (2024). Understanding how a commitment-based pledge intervention encourages pro-environmental tourist behaviour. Tourism Management, 104(April), 1–14. https://doi.org/10.1016/j.tourman.2024.104928
Correia, A., & Kim, S. S. (2022). How do tourists’ memorable local gastronomy experiences and their personal gastronomic traits influence destination loyalty? A fuzzy set approach. Journal of Travel & Tourism Marketing, 39(5), 6–8.
Drouet, L., Lallemand, C., Koenig, V., Viti, F., & Bongard-Blanchy, K. (2023). Uncovering factors influencing railway passenger experiences through love and breakup declarations. Applied Ergonomics, 111(October 2022), 1–13. https://doi.org/10.1016/j.apergo.2023.104030
Eletxigerra, A., Caldeira, A. M., & Elisabeth Kastenholz. (2023). A cost-benefit approach of consumers’ intentions to participate in highly co-creative tourism activities during and after COVID-19: Evidence from wine tourism. Journal of Hospitality and Tourism Management, 56, 506–518. https://doi.org/https://doi.org/10.1016/j.jhtm.2023.08.010
Evelina, T. Y. (2022). The effect of perceived benefits on customer satisfaction and customer retention on indonesian e-commerce sites. International Journal of Electronic Commerce Studies, 13(2), 99–118. https://doi.org/10.7903/ijecs.1908
Ghorbanzadeh, D. (2024). City brand love: destination attractiveness and memorable tourism city experiences. Tourism Review, 79(3), 703–718. https://doi.org/10.1108/TR-01-2023-0016
Gorji, A. S., Garcia, F. A., & Mercadé-Melé, P. (2023). Tourists’ perceived destination image and behavioral intentions towards a sanctioned destination: Comparing visitors and non-visitors. Tourism Management Perspectives, 45(February), 1–9. https://doi.org/10.1016/j.tmp.2022.101062
Gupta, S., Priyanka, & Mishra, O. N. (2022). Why do tourists revisit a destination? The key roles of destination brand love. Anatolia, 33(2), 289–292. https://doi.org/10.1080/13032917.2022.2028171
Hajiabadi, J. R., Shafiee, M. M., & Kazemi, A. (2021). The impact of tourism destination brand experience on value co-creation by focusing on the mediating role of destination brand love. Journal of Brand Management, 7(4), 89–118.
Hamdy, A., Zhang, J., & Eid, R. (2024). Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement. Marketing Intelligence and Planning, 42(1), 120–148. https://doi.org/10.1108/MIP-05-2023-0211
Happ, E., Schnitzer, M., & Scholl-Grissemann, U. (2023). Ski touring on groomed slopes—Exploring an alpine winter sports trend and potential tourism product. Tourism Management Perspectives, 48. https://doi.org/https://doi.org/10.1016/j.tmp.2023.101155
Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2020). Determining factors of tourists’ loyalty to beach tourism destinations: a structural model. Asia Pacific Journal of Marketing and Logistics, 32(1), 169–187. https://doi.org/10.1108/APJML-08-2018-0334
Heri, S., Taufiq, M., & Zakaria, W. (2021). The strength of tourist involvement in mediating the relationship between experience value, destination image and tourist loyalty: An empirical study in Indonesia. Journal of Asian Finance, 8(6), 1079–1090. https://doi.org/10.13106/jafeb.2021.vol8.no6.1079
Huang, T. L., & Liu, B. S. C. (2021). Augmented reality is human-like: How the humanizing experience inspires destination brand love. Technological Forecasting and Social Change, 170(September 2021), 1–10. https://doi.org/10.1016/j.techfore.2021.120853
Hussain, T., Wang, D., & Li, B. (2024). Exploring the impact of social media on tourist behavior in rural mountain tourism during the COVID-19 pandemic: The role of perceived risk and community participation. Acta Psychologica, 242(December 2023), 1–14. https://doi.org/10.1016/j.actpsy.2023.104113
Hwang, J. K., Kim, E. J., Lee, S. M., & Lee, Y. K. (2021). Impact of susceptibility to global consumer culture on commitment and loyalty in botanic cosmetic brands. Sustainability (Switzerland), 13(2), 1–23. https://doi.org/10.3390/su13020892
Intason, M. (2024). The dilemma between cultural rituals and hedonism for tourism in a cultural festival: a case study of the Lanna Songkran festival in Chiang Mai, Thailand. International Journal of Event and Festival Management, 15(2), 121–149. https://doi.org/10.1108/IJEFM-03-2023-0027
Jeong, Y., & Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940–960. https://doi.org/10.1108/APJML-02-2019-0101
Johnson, M., & Brown, T. (2019). Perceived vulnerability and its impact on tourist loyalty in urban tourism settings. Journal of Travel Research, 58(3), 245–260.
Kahraman, O. C., & Cifci, I. (2023). Modeling self-identification, memorable tourism experience, overall satisfaction and destination loyalty: empirical evidence from small island destinations. Journal of Hospitality and Tourism Insights, 6(2), 1001–1023. https://doi.org/10.1108/JHTI-02-2022-0090
Khalid, A., Awan, R. A., Ali, R., & Sarmad, I. (2024). The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing. Corporate Governance (Bingley), 24(3), 609–626. https://doi.org/10.1108/CG-06-2023-0230
Kim, J. J., Han, H., & Montes, A. A. (2021). The impact of hotel attributes, well-being perception, and attitudes on brand loyalty: Examining the moderating role of COVID-19 pandemic. Journal of Retailing and Consumer Services, 62(June), 1–10. https://doi.org/10.1016/j.jretconser.2021.102634
Laksana, M. H., & Kuswati, R. (2024). Improving brand love through emotional, loyalty, and susceptibility to normative influence. Management Studies and Entrepreneurship Journal, 5(1), 468–479. http://journal.yrpipku.com/index.php/msej
Le, M. T. H. (2020). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
Lee, S., Park, J., & Kim, H. (2021). Exploring the role of brand love in shaping tourist loyalty: Insights from popular international destinations. Tourism Management, 87, 1–21.
Liat, C. B., Nikhashemi, S. R., & Dent, M. M. (2020). The chain effects of service innovation components on the building blocks of tourism destination loyalty : the moderating role of. Journal of Islamic Marketing, 12(9), 23–25. https://doi.org/10.1108/JIMA-02-2020-0061/full/html
Liu, J., Yuan, L., Li, M., Li, S. J., Sun, Y., & Yuan, J. (2024). Ecological experiential learning and tourists’ pro-environmental behavior intentions: The mediating roles of awe and nature connection. Heliyon, 10(1), 1–11. https://doi.org/10.1016/j.heliyon.2023.e23410
Liu, L., Zhang, Y., Ma, Z., & Wang, H. (2023). An analysis on the spatiotemporal behavior of inbound tourists in Jiaodong Peninsula based on Flickr geotagged photos. International Journal of Applied Earth Observation and Geoinformation, 120(May), 1–13. https://doi.org/10.1016/j.jag.2023.103349
Liutiantian, M. J. K. H. M. M. A. M. J. F. H. (2020). An investigation of the diners’ brand love in the value co-creation process. Journal of Hospitality and Tourism Management, 45(August), 172–181. https://doi.org/10.1016/j.jhtm.2020.08.008
Luo, J. M., Kong, A., Chan, S. H. G., & Lam, C. F. (2024). Hedonism and opinion leadership influence on consumer behavior in the context of first-class flights from short videos on social media. Journal of Quality Assurance in Hospitality and Tourism, 00(00), 1–22. https://doi.org/10.1080/1528008X.2024.2406028
Lv, X., & Wu, A. (2021). The role of extraordinary sensory experiences in shaping destination brand love: an empirical study. Journal of Travel and Tourism Marketing, 38(2), 179–193. https://doi.org/10.1080/10548408.2021.1889447
Lykoudi, D. M., Zouni, G., & Tsogas, M. M. (2022). Self-love emotion as a novel type of love for tourism destinations. Tourism Geographies, 24(2–3), 390–411. https://doi.org/10.1080/14616688.2020.1765009
Macinnes, S., Grün, B., & Dolnicar, S. (2022). Annals of Tourism Research Habit drives sustainable tourist behaviour. 92, 1–10. https://doi.org/10.1016/j.annals.2021.103329
Mao, W., Chien, P. M., & Kelly, S. J. (2022). Optimism bias and perceived susceptibility to COVID-19 among Australian travellers. Current Issues in Tourism, 25(15), 2384–2387. https://doi.org/10.1080/13683500.2021.2010672
Meeprom, C. S. S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business and Management, 8(1), 1–20. https://doi.org/10.1080/23311975.2021.1976468
Morando, M., & Platania, S. (2022). Luxury tourism consumption in the accommodation sector: The mediation role of destination brand love for potential tourists. Sustainability (Switzerland), 14(7), 1–18. https://doi.org/10.3390/su14074007
Mvondo, G. F. N., Jing, F., Hussain, K., Jin, S., & Raza, M. A. (2022). Impact of international tourists’ co-creation experience on brand trust, brand passion, and brand evangelism. Frontiers in Psychology, 13(March), 1–14. https://doi.org/10.3389/fpsyg.2022.866362
Nailis, W., Fitrianto, M. E., & Karim, S. (2021). Ketika cinta hadir: Pengaruh Brand Love terhadap EWOM dan Loyalitas Merek. Jurnal Manajemen Dan Bisnis Sriwijaya, 19(2).
Nasib, Syaifuddin, & Rusiadi. (2023). Building brand love for travelers through accessibility, destination image, and emotional energy in individuals at Laut Tawar Lake. The International Conference on Education, Social Sciences and Technology (ICESST), 2(2), 141–154. https://doi.org/10.55606/icesst.v2i2.295
Nazir, M. U. (2021). Heliyon destination image ’ s mediating role between perceived risks , perceived constraints , and behavioral intention. Heliyon, 7(July), 1–11. https://doi.org/10.1016/j.heliyon.2021.e07613
Nieto-García, M., Acuti, D., & Viglia, G. (2024). Consumer hypocrisy and researcher myopia: A scrutiny of the intention-behaviour gap in sustainable tourism. Annals of Tourism Research, 104(February), 1–13. https://doi.org/10.1016/j.annals.2023.103678
Papadopoulou, N. M., Ribeiro, M. A., & Prayag, G. (2023). Psychological determinants of tourist satisfaction and destination loyalty: The influence of perceived overcrowding and overtourism. Journal of Travel Research, 62(3), 644–662. https://doi.org/10.1177/00472875221089049
Patwardhan, V., Ribeiro, M. A., Payini, V., Woosnam, K. M., Mallya, J., & Gopalakrishnan, P. (2020). Visitors ’ place attachment and destination loyalty : Examining the roles of emotional solidarity and perceived safety. Journal of Travel Research, 59(1), 3–21. https://doi.org/10.1177/0047287518824157
Paulose, D., & Shakeel, A. (2022). Perceived experience, perceived value and customer satisfaction as antecedents to loyalty among hotel guests. Journal of Quality Assurance in Hospitality and Tourism, 23(2), 447–481. https://doi.org/10.1080/1528008X.2021.1884930
Polat, A. S., & Çetinsöz, B. C. (2021). The mediating role of brand love in the relationship between consumer-based brand equity and brand loyalty: A research on Starbucks. Journal of Tourism and Services, 12(22), 150–167. https://doi.org/10.29036/jots.v12i22.252
Putra, N. K. D. A. S. (2021). Decision support system for head of warehouse selection recommendation using Analytic Hierarchy Process (AHP) Method. The International Conference of Universitas Pekalongan 2021, 1(1), 43–50. https://proceeding.unikal.ac.id/index.php/icunikal2021/article/view/647
Raja, S., Soundararajan, V., & Parayitam, S. (2023). Community support and benefits, culture and hedonism as moderators in the relationship between brand heritage, tourist satisfaction and revisit intention. Journal of Hospitality and Tourism Insights, 2023–2025. https://doi.org/10.1108/JHTI-05-2023-0324
Rasoolimanesh, S. M., Seyfi, S., Rather, R. A., & Hall, C. M. (2022). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context. Tourism Review, 77(2), 687–709. https://doi.org/10.1108/TR-02-2021-0086
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 1–12. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.05.058
Safeer, A. A., He, Y., & Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123
Saraç, Ö., Kiper, V. O., & Batman, O. (2023). The conflict of halal and hedonism, investigating halal-sensitive tourists’ hedonic tendency. Journal of Islamic Marketing, 14(9), 2361–2382. https://doi.org/10.1108/JIMA-06-2021-0178
Seyyedamiri, N., Pour, A. H., Zaeri, E., & Nazarian, A. (2022). Understanding destination brand love using machine learning and content analysis method. Current Issues in Tourism, 25(9), 1451–1466. https://doi.org/10.1080/13683500.2021.1924634
Shafiee, M. M., Foroudi, P., & Tabaeeian, R. A. (2021). Memorable experience, tourist-destination identification and destination love. International Journal of Tourism Cities, 7(3), 799–817. https://doi.org/10.1108/IJTC-09-2020-0176
Sharma, V. M., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52(January), 1–8. https://doi.org/10.1016/j.jretconser.2019.101946
Shen, Y., Huang, S., Choi, H. S. C., & Morrison, A. M. (2021). Does brand love matter to casual restaurants? A multi-group path analysis. Journal of Hospitality Marketing and Management, 30(5), 630–654. https://doi.org/10.1080/19368623.2021.1867282
Siegel, L. A., Tussyadiah, I., & Scarles, C. (2023). Exploring behaviors of social media-induced tourists and the use of behavioral interventions as salient destination response strategy. Journal of Destination Marketing and Management, 27(December), 1–11. https://doi.org/10.1016/j.jdmm.2023.100765
Smith, R., Nguyen, T., & Johnson, L. (2020). The influence of hedonism on tourist loyalty: Examining individual factors without considering brand love. International Journal of Hospitality & Tourism Administration, 21(4), 350–367.
Soldat, Z., Quintal, V., & Phau, I. (2024). Pursuing travel calculated hedonism: scale development and validation. Journal of Travel and Tourism Marketing, 41(5), 760–774. https://doi.org/10.1080/10548408.2024.2341653
Su, L., & Huang, Y. (2022). How do group size and group familiarity influence tourist satisfaction? The mediating role of perceived value. Journal of Travel Research, 34(2), 1–13. https://doi.org/10.1177/004728759503400201
Suttikun, C., & Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business and Management, 8(1), 1–20. https://doi.org/10.1080/23311975.2021.1976468
Suwannarong, K., Soonthornworasiri, N., Maneekan, P., Balthip, K., Yimsamran, S., Maneewatchararangsri, S., Ponlap, T., Saengkul, C., Lantican, C., Thammasutti, K., & Singhasivanon, P. (2023). Love or conflict: A qualitative study of the human-long tailed macaque interface in Nakhon Sawan Province, Thailand. Acta Tropica, 240(December 2022), 1–8. https://doi.org/10.1016/j.actatropica.2023.106861
Tarka, P., Kinney, M. K., & Harnish, R. J. (2022). Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64, 1–16. https://doi.org/10.1016/j.jretconser.2021.102802
Thao, V. T., Hüsser, A. P., & Ohnmacht, T. (2024). Collective or individual? Tourists’ travel mode choice during a pandemic. Transportation Research Interdisciplinary Perspectives, 26(July), 1–9. https://doi.org/10.1016/j.trip.2024.101150
Tiwari, A. V., Bajpai, N., Singh, D., & Vyas, V. (2022). Antecedents of hedonism affecting memorable tourism experience (MTE) leading to revisit intention in tourists. International Journal of Tourism Cities, 8(3), 588–602. https://doi.org/10.1108/IJTC-03-2021-0043
Vu, A. D., Vo-Thanh, T., Nguyen, T. T. M., Bui, H. L., & Pham, T. N. (2024). Tourism social sustainability in remote communities in Vietnam: Tourists’ behaviors and their drivers. Heliyon, 10(1), 1–14. https://doi.org/10.1016/j.heliyon.2023.e23619
Wang, S., Blasco, D., Hamzah, A., & Verschuuren, B. (2023). Annals of tourism research tourists and ‘ philosophers ’ : Nature as a medium to consciousness and transcendence in spiritual tourism. Annals of Tourism Research, 99, 1–13. https://doi.org/10.1016/j.annals.2023.103543
Wang, Y.-C., Chen, H., Ryan, B., Troxtel, C., & Cvar, M. (2023). Hotel general managers’ brand love: A thematic analysis with general managers in the U.S. Journal of Hospitality and Tourism Management, 54, 200–211. https://doi.org/https://doi.org/10.1016/j.jhtm.2022.12.016
Wu, M., Tan, G. W.-H., Aw, E. C.-X., & Ooi, K.-B. (2023). Unlocking my heart: Fostering hotel brand love with service robots. Journal of Hospitality and Tourism Management, 57, 339–348. https://doi.org/https://doi.org/10.1016/j.jhtm.2023.10.014
Yadav, R., Paul, J., & Mittal, A. (2023). Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love. International Marketing Review, 40(1), 28–48. https://doi.org/10.1108/IMR-05-2021-0173
Yen, C.-H., Tsai, C.-H., & Han, T.-C. (2020). Can tour leader likability enhance tourist value co-creation behaviors? The role of attachment. Journal of Hospitality and Tourism Management, 45(December), 285–294. https://doi.org/10.1016/j.jhtm.2020.08.018
Zarezadeh, Z. Z., Benckendorff, P., & Gretzel, U. (2023). Online tourist information search strategies. Tourism Management Perspectives, 48(June), 1–12. https://doi.org/10.1016/j.tmp.2023.101140
Zhu, O. Y., Li, H., Grün, B., & Dolnicar, S. (2024). The power of respect for authority and empathy – Leveraging non-cognitive theoretical constructs to trigger environmentally sustainable tourist behaviour. Annals of Tourism Research, 105, 1–12. https://doi.org/10.1016/j.annals.2023.103681
Copyright (c) 2025 Jurnal Economia
This work is licensed under a Creative Commons Attribution 4.0 International License.
