Nuri Wulandari (2014) Model Komprehensif Pengalaman Merek Pada Destinasi Pariwisata (Comprehensive Model Of Destination Brand Experience). 000163380.
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Abstract
This dissertation is driven from the notion that marketing is all about offering superior value. It is suggested that the traditional product and service value proposition is no longer adequate and the meaning of value is rapidly shifting to experiences. Adapting branding theory from marketing and experience from tourism, this dissertation developed a comprehensive and holistic model of destination brand experience. This includes investigating its antecedents, consequences and relationships within the model with loyalty. The research consisted of three phases with combination of methodologies: Strategic Position and Competitive Evaluation (SPACE), Focus Group Discussion and a questionnaire survey, and took Bali as the destination case. The result has provided a context background, identified and validated antecedent and consequences of destination brand experience. Moreover, it proved that destination brand experience has significant relationship to destination brand loyalty. It also showed that destination brand authenticity has a mediation role in the relationship between destination brand experience and destination brand loyalty
| Item Type: | Patent |
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Depositing User: | Mrs. Nuri Wulandari |
| Date Deposited: | 04 Jun 2020 12:24 |
| Last Modified: | 04 Jun 2020 12:24 |
| URI: | http://repository.ibs.ac.id/id/eprint/361 |
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