Brand destination loyalty: the antecedents of destination brand experience

Figures & data

Figure 1. Research model.

Table 1. AVE value Fornell-Lacker criterion.

Variables	AVE	Correlation between variables
		DA	TSE	DBE	DBL
DA	0.694	0,833
TSE	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

Description: DA = Attraction; TSE = Self Expressions; DBE = Destination Brand Experience; DBL = Brand Loyalty.

Source: Data Processed (2021).

Table 2. Cronbach’s Alpha, Rho-A, composite reliability and AVE.

Variables	Dimensions	CA	rho_A	CR	AVE
ATTRACTIONS IN DESTINATIONS (DA)		0.811	0.820	0.876	0.641
	Attraction Quality	0.811	0.818	0.877	0.641
SELF-EXPRESSION (TSE)		0.792	0.793	0.878	0.706
	Lifestyle	0.792	0.793	0.878	0.706
DESTINATION BRAND EXPERIENCE (DBE)		0.915	0.927	0.928	0.570
	The five senses	0.842	0.848	0.888	0.615
	Emotion	0.822	0.824	0.894	0.739
	intellectual	0.709	0.729	0.838	0.634
	Behavior	0.765	0.788	0.894	0.808
DESTINATION BRAND LOYALTY		0.930	0.931	0.942	0.671
(DBL)	Commitment	0.879	0.880	0.917	0.734
	Word of Mouth	0.841	0.844	0.926	0.863
	Intention to Visit	0.834	0.835	0.924	0.858

Source: Data Processed (2021).

Table 3. R-squared coefficients.

Variables	Dimensions	R^2	R^2 Adjusted	Desc
DESTINATION BRAND EXPERIENCE		0.642	0.637	Moderate
	The five senses	0.805	0.804	Well
	Emotion	0.800	0.799	Well
	intellectual	0.748	0.747	Well
	Behavior	0.648	0.647	Moderate
DESTINATION BRAND LOYALTY		0.684	0.682	Well
	Commitment	0.870	0.869	Well
	Word of Mouth	0.817	0.816	Well
	Intention to Visit	0.820	0.819	Well

Source: Data Processed (2021).

Table 4. Results of direct effect hypothesis testing.

Hypothesis		Coeff	t-stat >1,96	p-value	Desc
H1:	Attractions at the Destination have a positive and significant impact on the Destination Brand Experience	0.143	2,247	0.025	Accepted
H2:	Tourist Self-Expression has a positive and significant effect on Destination Brand Experience	0.413	5,757	0.000	Accepted
H3:	Destination Brand Experience has a positive and significant effect on Destination Brand Loyalty	0.401	4,776	0.000	Accepted
H4:	Attractions in Destinations have a positive and significant effect on Destination Brand Loyalty through Destination Brand Experience	0.241	0.057	0.041	Accepted
H5:	Tourist Self-Expression has a positive and significant effect on Destination Brand Loyalty through Destination Brand Experience	0.320	0.166	0.001	Accepted

Source: Data Processed (2021).