Exploring the Nexus between Memorable Tourist Experience and Brand Value
Danang Yudhiantoro, Eny Endah Pujiastuti Retno Hendariningrum

UPN VETERAN YOGYAKARTA

Abstract

Currently, tourists are looking for destinations that have rural character, natural environment, and local community characteristics. These characteristics have identity, awareness, quality and loyalty to the lives of people who are still thick with culture in everyday life. . These characteristics are unique and can be used to create a destination brand so that it can be an opportunity to attract tourists and be different from other rural tourism. The main objective of this study is to build and validate a memorable model of integrated brand value with the addition of two variables, affective commitment and perceived which are applied to the context of rural destinations. The sample used in this study was 140 local tourists who made at least one visit to the Dewi Sambi tourist village located in Sambirejo Village, Prambanan District, Sleman, Yogyakarta, Indonesia. The themes presented in the Dewi Sambi Tourist Village are cultural tourism to get to know art and culture, outbound, agrotourism, batik, culinary tourism, exploring tourism, enjoying the sunrise and sunset, typical souvenirs, educational tourism by visiting geoheritage and learning history and archeology. Dewi Sambi Tourism Village is one form of rural destination. Structural Equation Modeling (SEM) AMOS) is used to analyze the influence of memorable tourist experience on brand value through affective commitment and perceived value. The findings of this study indicate that 1. memorable tourist experience has a significant effect on perceived value, 2. memorable tourist experience has a significant effect on affective commitment. 3. perceived value has a significant effect on affective commitment, 4. affective commitment has a significant effect on brand value, 5. memorable tourist experience has a significant effect on brand value. 6. memorable tourist experience has a significant effect on affective commitment through perceived value. 7. memorable tourist experience has a significant effect on brand value through affective commitment. The limitation of this study is that most tourists prefer to visit the Breksi cliffs as one of the tourist village tour packages. Tourists do not choose tour packages that live in tourist villages in order to blend in with the community. Future research should consider the tour packages taken in order to determine the right research variables

Keywords: Rural destination, Memorable Tourist Experience, affective commitment, Perceived Value. Brand Value

Topic: Social Science