Brand destination loyalty: the antecedents of destination brand experience

Abstract

The Indonesian government has developed ten super priority areas to serve as destinations for domestic and international tourists. Tourism marketing is carried out by applying the destination brand experience, which confirms the authenticity of the destination brand, and destination brand experience which is ultimately expected to increase destination brand loyalty. This study aims to prove several things that can increase Brand Destination Loyalty. The quantitative method, was carried out by distributing questionnaires. The population of this study is domestic tourists, and the sample selection of respondents using the Purposive Sampling, is as many as 350 people. The data analysis and hypothesis testing method used descriptive statistical analysis and inferential statistical analysis. The results show that the Destination Brand Experience has successfully mediated the relationship between Consumer Attraction and Expression with consumer loyalty. The practical interest of this research is aimed at Toba Fund tourism managers and local tourism offices to provide regulations and policies related to brand protection for business actors such as MSMEs and other services so that loyalty to local brands is maintained. Customer legitimacy is maintained with local brands if local brands are given flexible space within thescope of tourism business governance.

Keywords:

• Brand destination loyalty
• destination brand experience
• attraction
• expression

REVIEWING EDITOR:

• Kaouther Kooli, Bournemouth University, United Kingdom

SUBJECTS:

• Brand Management
• Destination Marketing
• Brand Management
• Marketing Management

IMPACT STATEMENT

These studies holds the opinion that Indonesia’s natural resources, particularly in North Sumatra’s Lake Toba tourism area, may improve local welfare, which will have an impact on national development. This study’s framework approach is a mixed method (qualitative and quantitative research). FGD, documentation study, and a questionnaire were used to collect data. According to the findings of this study, the brand experience at destinations must be applied in order to deliver a satisfying experience, enjoy the authentic experience of the local community’s culture and attractions, and encourage visitors to provide positive suggestions and reviews. These findings could stimulate fascination of the inner circle in visiting these locations as well.

Introduction

The development of tourism in North Sumatra itself, in the 2017 Ministry of Tourism report, shows that the distribution of the number of domestic tourist trips by the province of origin, 2017 (%) originating from North Sumatra, is 3.46%. Meanwhile, the distribution of the number of domestic tourist trips by destination province, in 2017, North Sumatra, was 3.91%. Distribution of domestic tourist trips by the province of destination on the island of Sumatra, North Sumatra, is still after Bangka Belitung, which reaches 6.64%. The data above states that the North Sumatran tourism sector has not been used optimally, with the potential for natural, marine, historical, cultural, sports and other tourism available in North Sumatra. With the reduction in foreign exchange in the tourism sector for 2019, the original target of US$ 20 billion, fell to US$ 17.6 billion (Source: Ministry of Tourism of the Republic of Indonesia, 2019). This reduction in the foreign exchange target was carried out by the Government through the Ministry of Tourism because until the first quarter of 2019 had not shown significant progress towards the target (Saputra et al., 2023). Based on the important role of tourism in the Indonesian economy, the Government has increased infrastructure development, such as international airports, inter-city toll roads and facilities such as the availability of places of worship, standardized places to eat, as well as open parks with the theme to provide literacy for tourists who related to the destination (Bu et al., 2021; Ketter, 2019). This development can certainly impact the expansion of the areas around the Lake Toba tourist area (Saputra et al., 2022).

In the period from 2015 to 2018, the number of foreign tourists visiting North Sumatra did not experience a significant increase. Furthermore, foreign tourist visits in 2019 in the first month, January 2019, were recorded at 14,149 people; this decreased by 35% when compared to December 2018, and decreased by 5.67% compared to January 2018 (Source: Central Statistics Agency of the Republic of Indonesia, 2019). Foreign tourists to North Sumatra have decreased; this is inversely proportional to the Government’s efforts to target one million foreign tourists visiting North Sumatra in 2019. Tourism marketing is based on destination brand experience to determine the perception of foreign tourists visiting North Sumatra, especially the Lake Toba Tourism Area.

The actions of tourists during a trip describe the self-concept. The self-concept of domestic tourists who travel in groups, like to take pictures alone or with travel partners, or self-concepts who are less aware of the importance of cleanliness and order (Duxbury et al., 2020; Palos-Sanchez et al., 2021). Self-concept also talks about other people’s views of the tourist. Things that are done during the trip, such as selfies, enjoying nature, culinary, attractions or other activities, follow existing norms. Before visiting a destination, tourists already have hope; this hope can be formed from the image captured by potential tourists (Aljumah et al., 2022). When tourists visit a destination, tourists will make an assessment consciously or not between expectations and the reality experienced (Frías-Jamilena et al., 2019; Hwang et al., 2019). Therefore, when a tourist experiences a visit that is in line with expectations before visiting, it can be said that he gets a pleasant visit experience and vice versa. This pleasant or unpleasant experience is an experience that involves the five senses, emotions, knowledge and behavior of tourists (Japutra, 2022). The phenomenon that occurs in the Lake Toba Tourism Area destination is that tourists are reluctant to make buying and selling transactions at the destination. All positive impressions arising from the branding can be said to be tourist loyalty to a destination (Cossío-Silva et al., 2019; Lee & Xue, 2020).

The presence of the destination experience forms destination brand loyalty. Destination brand experience, including attraction demonstrations (Frías-Jamilena et al., 2019; Palos-Sanchez et al., 2021). Attractions that are demonstrated at various destinations are carried out regularly and through special events. The attractions are demonstrated to provide an overview of local culture, folklore, and community beliefs that provide tourists with the experience and engagement with the destination (Aljumah et al., 2022; Bu et al., 2021). The presence of attractions at the destination positively influences the brand experience. Symbols are semiotic entities or signs that are important for human communication (Duxbury et al., 2020; Palos-Sanchez et al., 2021). Communication with each other with symbolic systems such as writing, speech, pictures, body movements (gestures) and actions (X. Chen & Lee, 2021). Frías-Jamilena et al. (2019) also argue for consideration of ‘situational self-image’, which is defined as ‘the result of an individual’s repertoire of self-images and perceptions of others in a given situation. Once people decide which image to express in a social situation, they look for ways to express it.; the use of products is one of how a person can express his or her self-image’ (Yu & Kim, 2020). When people find themselves in new situations, they try to structure their own behavior according to the behavior of others, or how they believe others think they should behave: No surprisingly, this period of role transition is often accompanied by the need to use a variety of products; the correct use of these products determines success in completing the transition (Leo et al., 2021). Correspondingly, this study suggests the existence of a ‘tourist himself’; the temporary role that consumers play when travel to a destination (Alrawadieh et al., 2019; Lochrie et al., 2019; Ragb et al., 2020).

Brand experience at the destination is a mediating variable between the antecedents of the destination brand experience and the consequences of the destination brand experience (Jiménez-Barreto et al., 2019; Tasci et al., 2022). Likewise, the indirect effect is where the destination brand experience, destination brand satisfaction, and destination brand authenticity are mediating variables, between the antecedents and brand experience of destination brand loyalty (Alrawadieh et al., 2019; Lochrie et al., 2019; Nasir et al., 2020). Based on this phenomenon, this study aims are: 1.) To determine the effect of Attraction on the destination brand experience 2.) To determine the effect of tourist self-expression on the destination brand experience 3.) To determine the effect of the destination brand experience on the destination brand loyalty 4.) To determine the effect of Tourist Attractions on Destination Brand Loyalty through Destination Brand Experience 5.) To determine the effect of Tourist Self-Expression on Destination Brand Loyalty through Destination Brand Experience.

Literature review and hypothesis

Legitimacy theory

Legitimacy theory is stated by providing an illustration that there is a difference between the values according to the company and those in society, therefore the company will be in a threatened position if there is this difference or what is known as the legitimacy gap (Masoud et al., 2019; Pourfaraj et al., 2020). This theory is based on the idea that if society realizes that a company operates in harmony with society itself, the company’s presence will be able to continue (Lochrie et al., 2019; Tasci et al., 2022). Insensitivity to the possible impacts that could occur on company activities can lead to a legitimacy gap (Alrawadieh et al., 2019). In the context of this research, trust in local brands will influence customer or community loyalty (X. Chen & Lee, 2021; Lee & Xue, 2020). A legitimacy gap will occur at the research location if foreign brands start to enter that are still not trustworthy and will possibly kill local business brands (Taecharungroj & Mathayomchan, 2019).

The relationship of attractions at destinations to destination brand experience

Based on legitimacy theory, tourist attraction has implications for the Destination Brand Experience (X. Chen & Lee, 2021). Pearce defines an attraction as: ‘A location with certain human or natural features that are the focus of visitors and management’s attention’ (Ruiz-Real et al., 2020). Ritchie and Crouch provide a classification based on an ideographic approach, in which all tourist attractions are divided into seven main categories: Physiography and climate, Culture and history, Mix of activities, Special Events, Entertainment, Superstructure and Market relations (Kumar & Kaushik, 2020; Rather et al., 2020). The organizational approach focuses on the attractiveness capacity, the attractiveness of the surrounding environment and the duration of attraction (Japutra, 2022; Masoud et al., 2019). The cognitive approach systematizes tourist attractions based on the perceptions and experiences of tourists about these attractions (Yu & Kim, 2020). The latter approach is driven by the fact that the tourism industry has consistently reiterated the importance of innovative and diverse products that provide unforgettable experiences for diverse customers (Kumar & Kaushik, 2020). Most tourists describe the experience more broadly regarding the quality of the attractions and activities experienced (Hwang et al., 2019). Attractions provide the foundation for exciting and memorable destination experiences (Aljumah et al., 2022; Duxbury et al., 2020). A combination of resources, activities and events can evoke feelings of pleasure or surprise among tourists (Cossío-Silva et al., 2019; Ruiz-Real et al., 2020). The results of research Yan et al. (2019) found empirically that tourist attractions have an influence on brand trust in the destination. However, several studies state that there is no significant relationship between tourist attractions and brand trust in destinations, because tourists do not pay attention to it when traveling (Jiménez-Barreto et al., 2020; Wang et al., 2020). However, Leo et al. (2021) stated that tourist attraction is still a determinant of tourists being attracted to local destination brands experience, because apart from traveling, tourists also often pay attention to and are interested in local brands in tourist destinations, thus building loyalty. So the hypothesis can be formulated as follows:

H₁: tourist attraction has a positive effect on brand experience

The relationship of tourist self-expression to destination brand experience

In legitimacy theory, it is stated that customer interest in a business’s products or services will build trust and increase income (Yu & Kim, 2020). Referring to this theory, in the context of this research, the tourist attraction of a destination has an impact on the experience of local brand promotion which has a place in the scope of local tourism development (Martins et al., 2021; Yan et al., 2019). Legitimacy in local brand experiences is an inseparable driver of MSME businesses in the tourism business (Conti & Heldt Cassel, 2020). The tourism business also has an impact on increasing the capacity of MSMEs which functions as a local brand experience (Qin et al., 2022). Self-expression refers to the self-representation, or self-impression that individuals wish to convey to others through their casual participation (Frías-Jamilena et al., 2019; Yu & Kim, 2020). Self-expression is the degree to which participants express their self-concept or individuality through situations or objects of study (Leo et al., 2021). Participation acts as the message that becomes the subject, and the situation or object acts as a vehicle through which one projects and enhances one’s self-image (Alrawadieh et al., 2019). Because many products serve both utilitarian and symbolic functions, Tourist Self-Expression can be an important driver of destination preference and choice (Y.-S. Chen & Wu, 2021; Lochrie et al., 2019). The findings from the Focus Group Discussion (FGD) clearly support self-expression as an incentive to visit destinations. Experience has a role as a medium to channel self-expression at a destination (Nasir et al., 2020; Qin et al., 2022; Wang et al., 2020). This phenomenon may describe modern consumer behavior, modern consumers desire context-related, authentic experience concepts and seek a balance between control with stager experience and self-determined activity with spontaneity, freedom, and self-expression (Jiménez-Barreto et al., 2019). Empirical evidence from Frías-Jamilena et al. (2019) finds that tourist self-expression has a positive relationship to local brand experience as a culturally based tourism legitimacy. The same results were also obtained by Duxbury et al. (2020), namely that tourist self-expression were proven to have a positive relationship with the destination brand experience. However, different results were obtained by Hwang et al. (2019) who stated that there was no relationship between tourist self-expression and brand experience in tourist destinations. Cossío-Silva et al. (2019) concluded that brands that are trusted to be experienced in tourist destinations are a special attraction for some tourists so that they can encourage tourists to shop and enjoy trusted local brands. Based on the description of the results of previous research, the research hypothesis is formulated as follows:

H₂: tourist self-expression influences destination brand experience

The relationship between destination brand experience and destination brand loyalty

Loyalty is a goal for strategic market planning in the long term and is also used as the basis for developing a sustainable competitive advantage, which is an advantage that can be realized through marketing efforts (Aljumah et al., 2022). Japutra (2022) defines brand loyalty as a deep commitment to repurchase or re-subscribe to a selected product or service in the future. Buying the same brand over and over again or buying the same group of brands over and over again despite situational influences and marketing efforts could potentially cause behavior to change (Cossío-Silva et al., 2019). Brand loyalty is an asset where consumers are willing to pay more in terms of getting the goods or services offered (Lee & Xue, 2020). X. Chen and Lee (2021) says that brand loyalty is a fundamental concept in marketing strategy; customer Brand Loyalty can create advantages in marketing, namely the word-of-mouth referrals and resistance to increasingly large competition. X. Chen and Lee (2021) define brand loyalty as a condition where consumers have a positive attitude towards a brand, are committed to the brand, and intend to continue purchasing in the future. The occurrence of brand loyalty in consumers is caused by the influence of satisfaction or dissatisfaction with the brand, which accumulates continuously in addition to the perception of product quality (Ruiz-Real et al., 2020). Dimensionalization of customer brand loyalty (Customer’s Brand Loyalty), according to Rather et al. (2020), is formed by three indicators: always remember, recommend and repurchase. Experiences result from stimulation and lead to pleasurable outcomes, hoping that consumers will want to repeat the experience. It means that brand experience should influence satisfaction ratings directed not only in the past, but also consumer loyalty directed towards the future (Kumar & Kaushik, 2020). So that consumers are more likely to buy the brand again and recommend it, and the tendency to buy alternative brands is decreasing (Taecharungroj & Mathayomchan, 2019). Research Pourfaraj et al. (2020) found that Destination Brand Experience has an impact on Destination Brand Loyalty. The same results are proven by Masoud et al. (2019) namely that brand loyalty in tourist destinations has relevance to the experience of the brand. However, Yu and Kim (2020) found something different that brand experience at a destination does not determine the emergence of loyalty to that brand. In fact, tourist loyalty arises from local wisdom, individual attitudes of the community, and natural beauty. These conflicting results are answered by research Ragb et al. (2020) which states that brand experience and loyalty to tourist destinations have a mutually influencing relationship. Based on the results of previous research, a hypothesis is formulated:

H₃: destination brand experience has a positive effect on destination brand loyalty

Attraction, self expressions, brand loyalty, and destination brand experience

Experience has a role as a medium to channel self-expression in a destination. This phenomenon describes the behavior of modern consumers; as Leo et al. (2021) states, modern consumers want context-related, experiential concepts that confirm the authenticity and seek a balance between routine control and experience of activities at the destination. Self-expression refers to the self-representation, or self-impression that individuals wish to convey to others through their casual participation (Tasci et al., 2022). Self-expression is the degree to which participants express their self-concept or individuality through situations or objects of study. Participation acts as the message that becomes the subject, and the situation or object acts as a vehicle through which one projects and enhances one’s self-image (Jiménez-Barreto et al., 2019). Products serve both utilitarian and symbolic functions (Alrawadieh et al., 2019). Several studies state that there is a relationship between tourist attraction, brand experience and brand loyalty (Lochrie et al., 2019; Nasir et al., 2020). Conti and Heldt Cassel (2020) states that brand experience supports the relationship between tourist attraction and brand loyalty. This means that brand experience positively strengthens the relationship between tourist attraction and loyalty (Wang et al., 2020). However, several studies reject these results Y.-S. Chen & Wu, 2021), they found that there is no moderating or mediating influence between tourist attraction, brand experience and loyalty. Yan et al. (2019) found something that at least provides an explanation of the relationship between these variables, that tourist attraction has an indirect influence on loyalty through brand experience. The study Qin et al. (2022) found that Self Expressions have an indirect effect on brand loyalty through brand experience. However, different results were presented by Jiménez-Barreto et al. (2019), namely brand experience as a moderator of the relationship between tourist attraction and brand loyalty. Based on the inconsistency of previous research results, the following hypothesis was formulated (Figure 1):

Figure 1. Research model.

H₄: tourist attraction influences brand loyalty through brand experience

H₅: Self Expressions influence brand loyalty through brand experience

Methodology

The nature of this research is explanatory research, namely research that intends to explain the position of the variables studied and the relationship between one variable and another (Sara et al., 2023). The sampling technique used is non-probability sampling, namely by purposive sampling, where the target population is based on predetermined control characteristics (Saputra et al., 2023). This research uses the help of an analysis tool, namely PLS (Partial Least Square). PLS is a technique used to predict models with many factors (Baah et al., 2021). The aim of using Smart PLS is to predict relationships between constructs, confirm theories, and relationships between latent variables. Smart PLS is divided into two models, namely, Outer Model and Inner model. The outer model consists of reliability tests and validity tests, while the inner model consists of coefficients of determination and hypothesis tests (Pereira-Moliner et al., 2021). The advantage of Smart PLS is that it does not require normally distributed research data (Attor et al., 2022). And another advantage is that it can be used in small sample sizes. The sampling method in this study uses purposive sampling. The number of samples determined is 350 samples. The number of sampling by choosing 50 respondents from 7 areas of the tourist area. This research focuses on deepening the perceptions of domestic tourists. It is based on the tendency of Indonesian domestic tourists who like shopping, traveling with groups, and following popular tourist spots (Yuniati, 2018). The questionnaire was distributed by sending the Google Form link. Access to the Google form link is distributed when tourists include a personal contact number in each tour package. The Google Form link can be accessed within one month throughout June 2021 so that the experience of domestic tourists towards a brand is more complex to study. This research was conducted in the Lake Toba Tourism Area, which is directly surrounded by seven districts. The seven regencies are Simalungun, Karo, Dairi, Toba, Samosir, North Tapanuli and Humbang Haangkalan regencies. The antecedents of the brand experience at the destination include the destination’s image, the infrastructure and support services at the destination. The validity of the data of a study is the foundation of the quality of the research results. Although the analytical method has no less important role in convincing the relevant parties to accept the research results and apply it in decision-making as needed, the validity of the data is always the first focus of attention of external parties to accept and reject the results of the research. Therefore, it is necessary to test the validity and reliability of an instrument.

A validity test is used to determine the feasibility of items in a list of questions in defining a variable (Anwar et al., 2020). Validity refers to the extent to which the measuring instrument used can perform its function carefully and precisely as expected. A valid instrument means that the measuring instrument used to obtain data (measure) is valid (Baah et al., 2021). To determine the consistency or confidence of the measurement results that contain the accuracy of the measurement, a reliability test is carried out (Pereira-Moliner et al., 2021). Data analysis in quantitative research is the result of data processing on the answers given by respondents to the statements of each questionnaire item (Saputra et al., 2022). The research model has met the criteria of the outer model, and the analysis is continued by looking at the influence between variables through the analysis of the inner model (Manurung et al., 2022). Testing the mediation effect is done by looking at the contribution of the indirect effect to the total effect. Analysis using Smart PLS (Pereira-Moliner et al., 2021).

Result

A discriminant validity test can be done by comparing the correlation of each construct to the square root of its AVE based on the Fornell-Lacker criteria (J. F. J. Hair et al., 2014). The square root value of the AVE on the Fornell-Lacker criteria is obtained by performing the square root operation of the AVE value obtained in the Smart PLS algorithm (Joe F. Hair et al., 2011). The result of the square root of the AVE will be a reference for assessing discriminant validity by comparing it to the correlation between constructs (Atmadja et al., 2021). The following are the results of the AVE root values in Table 1.

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).

AVE greater than 0.50 indicates that discriminant validity has been met. This means that the constructs of Attraction, Self Expressions, Destination Brand Experience, and Brand Loyalty have good discriminant validity (J. F. J. Hair et al., 2014; Joe F. Hair et al., 2011; Joseph F. Hair et al., 2014). The composite reliability value of each construct is expected to be at least 0.7. The results of the Smart PLS algorithm on the composite reliability of each construct are presented in Table 2:

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 2 shows that each construct has met the outer model reliability assessment criteria with a composite reliability value > 0.7. the value of the coefficient R2 for each variable in this study (Sara et al., 2021) (Table 3).

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).

The hypothesis in this study will be tested statistically using the bootstrap method. Hypothesis testing is done by looking at the path coefficient value, which indicates the significance level in hypothesis testing. The path coefficient score indicated by the T-statistic value must be greater than the one-way test t-table value (>1.64) with = 5%. In addition, the p-values must be below = 0.05, so that the research hypothesis proposed in the study can be accepted (Table 4).

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).

Discussion

Influence of destination attractions on destination brand experience

The results of this study indicate that attractions at the destination have a positive and significant effect on the destination brand experience. This study’s results align with Martins et al. (2021) research, which illustrates that attraction points become a core accompanied by services, hospitality, freedom of choice and involvement that make it a tourist attraction. Furthermore, the study stated that the better the quality of attractions (path coeff = 1,000) found at the destination, the better the destination brand experience in the Lake Toba tourist area. Quality of attractions Jiménez-Barreto et al. (2020) provide a classification based on an ideographic approach, in which all tourist attractions are divided into seven main categories: Physiography and climate, Culture and history, Mix of activities, Special Events, Entertainment, Superstructure and Market relations. The organizational approach focuses on the capacity of the attraction, the attractions surrounding the environment and the duration of the attraction (Taecharungroj & Mathayomchan, 2019). From the results of the description analysis, it is stated that tourists have a curiosity and also an exciting experience during their visit (Pourfaraj et al., 2020). Therefore, attractions carried out in the Lake Toba tourist area need special attention to expand market reach, as has been designed in the Lake Toba tourism strategy portfolio that targets consumers (Masoud et al., 2019). Both personal, business and foreign tourists (Ragb et al., 2020).

Statistical testing indicates that this effect is significant, so that it can be said that the Attractions at the destination are part of the antecedent of the destination brand experience (Rather et al., 2020). The evaluation of the outer model analysis carried out on the Interaction construct at the destination indicates that all indicators proposed as a measurement of Interaction at the destination are all suitable for measuring Attractions at the destination (Cossío-Silva et al., 2019; Pourfaraj et al., 2020). Indicators of attractions in this destination are related to tourism spot attractions available in the tourist area of Lake Toba. This attraction can be indoor or outdoor. Literature studies that have been carried out indicate that attraction is one of the core products of a tourist destination, although this definition has drawn criticism because attraction from a tourist destination is not only a positive thing (X. Chen & Lee, 2021). Leo et al. (2021) illustrates that the attraction point becomes a core that is accompanied by services, hospitality, freedom of choice and involvement that make it a tourist attraction.

The results of this study provide empirical evidence that attractions at a destination will positively influence the destination brand experience (Tasci et al., 2022). In other words, Attractions in a good destination will support a good travel experience. Back to the motivation of tourist visits, attraction points are one of the attractions that move tourists to visit these tourist attractions (Alrawadieh et al., 2019; Jiménez-Barreto et al., 2019; Kumar & Kaushik, 2020). With this motivation, visitors will take advantage of the attractions in the destination in search of a tourist experience (Masoud et al., 2019). Thus, the tourist experience will be achieved by using the attraction point, which is the tourist attraction (Ragb et al., 2020). Domestic tourists who visit the tourist area of Lake Toba are involved in the use of attraction points which become a tourist experience for these visitors (Masoud et al., 2019; Pourfaraj et al., 2020). The results of this study confirm the important role of attractions in a destination in building a tourist experience. Previous research illustrates how important the development of attraction points is in building a tourist experience that becomes a point of interest for visitors. This experience will achieve satisfaction and loyalty to the tourist destination (Ragb et al., 2020; Tasci et al., 2022).

Influence of tourist self-expression on destination brand experience

The results of this study indicate that the self-expression of tourists has a positive and significant effect on the experience of the destination brand (Jiménez Barreto et al., 2019). Changes in the value of tourists’ self-expression have a unidirectional effect on changes in the value of the destination brand experience (Lochrie et al., 2019). Research conducted by Tasci et al. (2022), on consumer behavior that has been carried out provides an overview of the importance of ‘self-concept’, which is the basis for self-expression during tourist visits. Self-expression is the freedom of visitors to tourist areas to express their appreciation and express their opinions regarding their travel experiences (Conti & Heldt Cassel, 2020; Ragb et al., 2020). This activity is an attraction for tourist visits where visitors can convey who they are during a tourist visit. Some researchers identify self-expression in congruence theory, where visitors confirm themselves in a tourist experience (Alrawadieh et al., 2019; Jiménez Barreto et al., 2019; Tasci et al., 2022).

Statistical testing indicates that this effect is significant, so that it can be said that tourists’ self-expression is part of the antecedent of the destination brand experience (Nasir et al., 2020). The descriptive statistical analysis results indicate that the condition of tourists’ self-expression is still not optimal and can be improved (Lochrie et al., 2019). This concept is relatively difficult to apply in a tourist visit, where the destination must be the personalization of each visit (Wang et al., 2020). However, the conformity achieved from the tourist’s self-expression will be very helpful in building a travel experience that makes it one of the antecedents of the destination brand experience (Masoud et al., 2019).

The evaluation results of the outer loading analysis indicate that all indicators used to measure the tourist’s self-expression variables are appropriate in measuring these variables (Lochrie et al., 2019). High consistency is also achieved in the construction of the tourist’s self-expression (Taecharungroj & Mathayomchan, 2019). This variable is a novelty in this study, where these results show that in achieving a tourist experience, tourist interest must be channeled and free tourists to provide opinions regarding their travel experiences while on vacation in the Lake Toba Tourism Area. Domestic tourists who visit stated that the activities to express themselves offered by business actors gave them a pleasant experience (X. Chen & Lee, 2021; Cossío-Silva et al., 2019; Ruiz-Real et al., 2020). The results of this study provide empirical evidence that tourists’ self-expression has a positive and significant influence on building destination brand experiences (Frías-Jamilena et al., 2019). The ability or power of tourist destinations to explore or free expression from visitors will be a direction in improving one’s tourist experience. In this case, tourist destinations must be able to accommodate the interests or motives of tourist visits from visitors (Duxbury et al., 2020). This condition will support the achievement of a better travel experience (Aljumah et al., 2022).

The effect of destination brand experience on destination brand loyalty

The results of this study prove that the destination brand experience has a positive and significant influence on destination brand loyalty, meaning that changes in the value of destination brand experience have a unidirectional effect on changes in destination brand loyalty (Japutra, 2022). The results of this study were confirmed by Aljumah et al. (2022); X. Chen and Lee (2021); and Duxbury et al. (2020) where the experience of a destination brand has a positive and significant effect on destination brand loyalty. The results of this study indicate that behavioral changes that lead to consumer loyalty can be achieved by achieving a good consumption experience (Rather et al., 2020). The brand experience of tourists in the tourist area of Lake Toba consists of several dimensions, namely emotional (affective) with a path value of 0.906, sensory (sensory) with a path value of 0.895, intellectual with a path value of 0.865 and behavior (behavioral) with a path value of 0.793. It appears that the brand experience in terms of emotions, tourists experience it very well (Taecharungroj & Mathayomchan, 2019). The emotional dimension with indicators of interest, a sense of comparison that gives an important impression, and brands that create an emotional impression and curiosity can be experienced by tourists in the tourist destinations of Lake Toba. It is related to tourist visits to certain destinations that can evoke certain memories and a sense of ownership of the bona pasogit (homeland) (Masoud et al., 2019; Pourfaraj et al., 2020; Ragb et al., 2020).

The results of descriptive statistics on the interest of tourists to be in destinations with an average of 6.17; with mode 7; the minimum and maximum values are 2 and 7, a sense of comparison, curiosity and emotional impression, is the order of the average respondents’ answers (Tasci et al., 2022). Tourist interest in destinations is the most prominent thing in the emotional (affective) dimension (Jiménez Barreto et al., 2019). Lake Toba is a tourist center in North Sumatra, which is directly surrounded by seven districts, so it is interesting to see Lake Toba from each of these districts; of course, Lake Toba is an advantage for each district. It takes human creativity (man-made) for this to be managed to the advantage of certain destinations. With the government’s decision to develop in the tourist area of Lake Toba, domestic tourists are naturally curious about the tourism products available at the destination (Alrawadieh et al., 2019; Nasir et al., 2020). This curiosity leads tourists to visit the Lake Toba tourist area and will confirm these expectations with the brand experience at the destination. The destination brand experience is the reality side that is achieved from the evaluation component of the consumer satisfaction (Saputra et al., 2022). The emotional needs of tourists are met will provide good and pleasant memories, so that it will increase the commitment of tourists to Lake Toba.

The five senses as the dimension with the second highest path value on the influence of the destination brand experience on the satisfaction of this destination brand. The five senses are measured by five indicators, namely the sense of sight (the average is 6.24; mode 7; the minimum and maximum are 2 and 7), followed by the sense of touch, the sense of hearing, the sense of smell and the sense of taste. The result of the destination image, which states that the image is a beautiful view, follows the results of the most powerful senses of this dimension: the sensory experience of seeing natural scenery in the tourist area of Lake Toba. The five senses of sight, touch, hearing, smell and taste become a complex experience where in an event or series of events at a destination called consuming tourism products and becoming an experience, these five senses are mutually used (Lochrie et al., 2019; Tasci et al., 2022). In reality, encountered by tourists in the tourist area of Lake Toba, which is beyond expectations, this is a confirmation of the five senses (Kumar & Kaushik, 2020; Yu & Kim, 2020). If the reality encountered exceeds expectations, tourists will be satisfied; from descriptive statistical explanations, the experience gained from beautiful scenery for the senses of sight is more powerful than the other senses (Qin et al., 2022; Yan et al., 2019).

Meanwhile, the tourist experience through other senses (touch, hearing, smell and taste) can be improved because each average is below six on a scale of 1 to 7. The sensory experience can be done by giving a welcoming session with local attributes, such as ulos cloth, typical food, and typical music). An obstacle is the holiday season, so that when tourists are seen rarely visiting, the procurement of this tourist welcoming event is a challenge in itself. Therefore, it is necessary to develop art and cultural studios in the local area, so that regular welcoming events can be filled, by directing tourists to visit these studios (Y.-S. Chen & Wu, 2021). Knowledge is the third dimension with inheritance indicators with an average of 6.14; mode 7, minimum and maximum are 1 and 7, then self-confirmation and past experiences when visiting the tourist area of Lake Toba. The heritage found in the Lake Toba tourist area is cultural and historical heritage. Tourists from leading destinations most strongly feel the cultural heritage in Tomok and Tuktuk, Samosir Regency. Judging from its characteristics with unique attractions, which have a strong philosophy, where tourists can be involved with the ongoing attractions (Conti & Heldt Cassel, 2020; Yan et al., 2019). Each destination (district) certainly has a different cultural and historical heritage, which can still be explored as an advantage for that destination (Y.-S. Chen & Wu, 2021; Wang et al., 2020).

The final dimension of the destination brand experience is behavior with a path value of 0.793, which is measured by experiences that give tourists courage, behaviors that provide experiences to take action, and experiences that cause fear or trauma (Jimenez-Barreto et al., 2019). It can be seen that the behavioral dimension is the dimension that has the lowest impact on the destination brand experience compared to other dimensions (Jiménez-Barreto et al., 2020; Martins et al., 2021). Therefore, both the tourist brand experience at the destination is emotional, sensory, and knowledge and becomes a challenge so that tourist involvement can shape behavior so that the brand experience at the destination is good and encourages an increase in destination brand loyalty (Alrawadieh et al., 2019). The analysis of the outer model that has been carried out in evaluating the measurement model for destination brand experiences indicates that six indicators are not appropriate, in this study, to measure the experience of traveling in the Lake Toba tourist area. Invalid indicators in measuring the tourist experience include the sense of sight and smell of the tourist experience (Masoud et al., 2019; Nasir et al., 2020).

The descriptive statistical analysis illustrates that visitors generally are very happy with the sights and smells they feel from their tourist visits (Taecharungroj & Mathayomchan, 2019). Unfortunately, the structural evaluation carried out indicates that these two things are not appropriate in evaluating the travel experience. On the one hand, the fresh sights and aromas felt in Lake Toba’s tourist area are classified as very attractive as points of interest for tourist destinations (Kumar & Kaushik, 2020). However, on the other hand, the experience of sight that is smelled is not an experience for the senses of sight and smell. What is drawn from these two things is a ‘sensation’ from the visit activities that have been carried out (Pourfaraj et al., 2020). Another indicator that is not appropriate in measuring destination brand experience is emotion and the past, which algorithmically indicates that these two things are not appropriate in measuring destination brand experience in general, because not all visitors feel the importance of these two variables. The most suitable indicator in reflecting the brand experience of the destination based on the analysis carried out is music (Yu & Kim, 2020). The Lake Toba Tourism Area is predominantly ethnic Batak, which has a variety of traditional musical arts that can be enjoyed as a form of tourism experience in the tourist area. Ragb et al. (2020) stated that the experience produces pleasurable, which affects decisions in the future; tourists will tend to repeat and recommend it to others. Furthermore, Leo et al. (2021) states that tourists tend never to repeat, but the (intense) intention to visit can be said to be a level of loyalty. The results of this study confirm the results of previous research by Nasir et al. (2020) which confirmed that the experience felt by visitors will form loyal attitudes and behavior towards a tourist destination. Therefore, the pleasant and unforgettable experience of tourist visits is one of the motivations for visitors to make revisit intentions in the future (Alrawadieh et al., 2019; Taecharungroj & Mathayomchan, 2019; Tasci et al., 2022).

Indirect relationship results

The results of this study indicate that attraction at the destination has a positive and insignificant effect on destination brand loyalty through destination brand experience and destination brand satisfaction (indirect effect = 0.028; p-value = 0.064), where this statement rejects the initial hypothesis. The results are in line with the findings in the preliminary study. In the FGD, the topic of tourist objects dominated the respondents’ stories about vacation destinations. It proves that tourists do describe their experiences by evaluating the quality of attractions and activities experienced (Kumar & Kaushik, 2020; Rather et al., 2020). In addition, the FGDs also found that attractions produce various feelings and experiences.

Similarly, previous research found that the stimulus at the attraction can evoke feelings of pleasure or surprise among tourists, which can be related to self-affective responses that measure tourist experience (Aljumah et al., 2022; Duxbury et al., 2020). Evidence from preliminary findings and final surveys confirms that attractions are important drivers for excitement and memorable destination experiences (Cossío-Silva et al., 2019). The results of this study were confirmed by research conducted by Lee and Xue (2020) which stated that the interaction in tourist destinations that he did was also not significant. According to the discussion, innovation is the key to repeat visits to artificial attractions (Frías-Jamilena et al., 2019). Innovative man-made attractions will keep visitors returning to the attractions and avoid boredom. In terms of natural attractions, there is no need for innovation. If natural attractions provide an immersive experience, visitors will be drawn to come back and enjoy (Ruiz-Real et al., 2020).

Referring to the Lake Toba Development Strategy Portfolio, that from the beginning, planned the existence of man-made tourism, sports tourism, MICE and Event Tourism and Integrated Tourism Areas, where it was mentioned that innovation was needed that made tourists intend to visit again. While the strategy for natural attractions will develop Marine Tourism, EcoTourism and Adventure Tourism which are already available in the Lake Toba tourist area (Saputra et al., 2022), the challenge is to manage nature and maintain the sustainability of these resources (Aljumah et al., 2022; Hwang et al., 2019; Japutra, 2022). The initial hypothesis states that tourists’ self-expression positively and significantly influences destination brand loyalty through destination brand experience and destination brand satisfaction (Rather et al., 2020). The results of this study indicate that tourists’ self-expression in destinations has a positive and significant influence on destination brand loyalty through destination brand experience and destination brand authenticity (indirect effect = 0.083; p-value = 0.011); the statement accepts the initial hypothesis. However, the descriptive statistical analysis results indicate that the condition of tourists’ self-expression is still not optimal and can be improved. The result of the average value of this variable is 5.51 on a scale of 7, in the Very Good category. This concept is relatively difficult to apply in a tourist visit, where the destination must be the personalization of each visit. However, the conformity achieved from the tourist’s self-expression will be very helpful in building the travel experience, and when tourists evaluate, it forms confirmation that the travel experience is equal to or greater than expected (Cossío-Silva et al., 2019; Frías-Jamilena et al., 2019; Ruiz-Real et al., 2020).

The influence of tourist self-expression on the destination brand experience and the influence of brand experience on destination brand satisfaction, and the effect of destination brand satisfaction on destination brand loyalty partially with values of 0.413, 0.855, and 0.236, respectively. Simultaneously, the effect of tourist self-expression on destination brand loyalty through destination brand experience and destination brand satisfaction is 0.083. The comparison of these results shows that simultaneously the influence of tourist self-expression in forming destination brand loyalty is smaller than partially, where the destination brand experience affects destination brand satisfaction and forms destination brand loyalty (Kumar & Kaushik, 2020; Rather et al., 2020). The results of the evaluation of the outer model analysis that has been carried out at the structural equation evaluation stage indicate that three indicators are used as the basis for measuring tourists’ self-expression (Jiménez Barreto et al., 2019; Leo et al., 2021; Masoud et al., 2019). First, tourists’ self-expression, has been appropriate in measuring the latent construct of the variable. Descriptive statistical analysis indicated that what was felt by visitors or domestic tourists who participated in this study was classified as very good (Martins et al., 2021; Ragb et al., 2020; Tasci et al., 2022).

Nevertheless, the tourist brand experience at the destination can still be improved to achieve tourist self-expression at the Lake Toba Tourism Area destination. The results of this study provide empirical evidence that tourists’ self-expression has a positive and significant influence on building destination brand experiences (Jiménez-Barreto et al., 2019; Jiménez-Barreto et al., 2020; Qin et al., 2022). The ability or power of tourist destinations to explore or free expression from visitors will be a direction in improving one’s tourist experience. In this case, tourist destinations must be able to accommodate the interests or motives of tourist visits from visitors (Yan et al., 2019). When the expectations and reality experienced by tourists are appropriate, then through self-expression activities in the Lake Toba tourist area can be a reason for tourists to visit again.

Conclusion

The results of this study show several findings, including: 1.) Antecedents of Destination Brand Experience, Attractions at Destinations have a positive and significant effect on Destination Brand Experience, the hypothesis is accepted. 2.) The antecedent of destination brand experience, tourist self-expression has a positive and significant effect on destination brand experience; the hypothesis is accepted. 3.) Empirical results with hypothesis testing are accepted, that destination brand experience has a positive and significant effect on destination brand loyalty. 4.) The results of hypothesis testing are accepted on the indirect effect, Destination brand experience as a mediator of Attractions in Destinations and Destination brand loyalty. 5.) The results of hypothesis testing are accepted on the indirect effect, Destination brand experience as a mediator between tourists’ self-expression and destination brand loyalty. This study shows that destination brand experience strongly influences destination brand loyalty. Marketers’ self-expression needs to get tourists’ interests and opinions to be captured and carried out through activities that can create a holiday full of fun experiences. Next are the attractions displayed at the destination. Attractions in destinations are the main products offered to tourists. The quality of attractions needs to be evaluated regularly, ensuring the quality, variety, innovation and activities carried out are added with an element of surprise for tourists. The gap in this study’s brand destination theory is the travel experience’s development. Domestic visitors often tend to have a unique experience, so brand destinations are stored in the impression of tourist holidays.

The following are some suggestions for future research or for the Regency Government and business actors in the Lake Toba tourist area: 1.) The Regency Government will distribute infrastructure evenly; roads, bridges, ports, with other supporting services, so that the existence of infrastructure and support services can improve the experience of traveling and Lake Toba to international standards. 2.) Attractions in the tourist area of Lake Toba have been carried out at a certain time; the Regency Government needs to organize attractions by increasing the frequency and attractions that can accommodate millennials, starting with dance, music and cultural studios. 3.) The self-expression of tourists in the Lake Toba tourist area can be developed by providing more custom services by screening the interests of tourists before arriving at the Lake Toba Tourism Area destination, which can take advantage of the curiosity of tourists. 4.) The brand experience at the destination involves the senses, emotions, knowledge and behavior. For example, tourists as kings are served by the king in a series of activities while in the tourist area of Lake Toba. The main implication of this research is aimed at the use of legitimacy theory. These results provide support for the use of legitimacy theory in the context of tourism management research, in this research it is demonstrated by strengthening tourist attractions, Self Expressions, Destination Brand Experience, and brand loyalty. Meanwhile, practical implications are aimed at tourism actors to consider local brands to remain in the Toba tourist destination so that they are able to maintain brand loyalty in that destination. Because brand experience is the main demand in increasing loyalty, trust in the attractiveness of tourists and visitors’ Self Expressions must be maintained by implementing regulations and policies that are not too rigid. This research has limitations, namely the research location and sample size. Research locations can be expanded to all tourist attractions in Indonesia and the world, while the number of samples can also automatically grow as the research object expands. By expanding the study, new research will be discovered and a more significant impact on the development of research impact. Further research can also consider several variables to be developed, including local wisdom and strategic management variables.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Endang Sulistya Rini

Dr. Endang Sulistya Rini, SE., M.Si is Associate Professor, Her experience in private companies and various fields of organizational to Development and Strategic consumer behavior and as a Lecture at Faculty of Economic and Business of Universitas Sumatera Utara (USU) Medan, Indoensia since 1992.

Elimawaty Rombe

Dr. Elimawaty Rombe, is an Associate Professor, with more than 20 years of experience as a lecturer at TadulakoUniversity, Palu, Indonesia in the fields of management, marketing and tourism studies.

Miska Irani Tarigan

Dr. Miska Irani Br Tarigan, MM is Assistant Professor, Her more than 10 years of experience in private companies and various fields of organizational to Development and Strategic consumer behavior.