Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia
This study is aimed at determining the factors that lead to long-term brand loyalty among tourists visiting tourist destinations and the effectiveness of e-marketing measures in developing tourism in Bali. It specifically looked at four aspects, including service quality, brand image, brand awarene...
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| Format: | Article |
| Language: | English |
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Qubahan
2023-11-01
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| Series: | Qubahan Academic Journal |
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| Online Access: | https://journal.qubahan.com/index.php/qaj/article/view/190 |
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| author | I Made Bayu Wisnawa I Nengah Subadra I Wayan Kartimin I Nengah Aristana I Wayan Arsawan Ni Made Hartini |
| author_facet | I Made Bayu Wisnawa I Nengah Subadra I Wayan Kartimin I Nengah Aristana I Wayan Arsawan Ni Made Hartini |
| author_sort | I Made Bayu Wisnawa |
| collection | DOAJ |
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This study is aimed at determining the factors that lead to long-term brand loyalty among tourists visiting tourist destinations and the effectiveness of e-marketing measures in developing tourism in Bali. It specifically looked at four aspects, including service quality, brand image, brand awareness, and customer satisfaction to determine which was the most important to the tourists. This study adopts a mixed-method approach, primarily using quantitative methods supported by qualitative research to obtain a better understanding of the case. It involved 200 tourists who had visited Bali twice or more. The quantitative data were analyzed using structural equation modeling (SEM) analysis and the qualitative data were analyzed using thematic analysis. The research findings revealed that brand loyalty is formed by brand image, service quality, brand awareness, and customer satisfaction, with customer satisfaction being the strongest factor, while brand image and service quality are less likely to be considered, and the development of e-marketing using popular social media and an integrated web is required to expand the target market.
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| format | Article |
| id | doaj-art-531d744f70024e0088e9408c70ebd3c7 |
| institution | Kabale University |
| issn | 2709-8206 |
| language | English |
| publishDate | 2023-11-01 |
| publisher | Qubahan |
| record_format | Article |
| series | Qubahan Academic Journal |
| spelling | doaj-art-531d744f70024e0088e9408c70ebd3c72025-02-03T10:12:27ZengQubahanQubahan Academic Journal2709-82062023-11-013410.48161/qaj.v3n4a190190Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, IndonesiaI Made Bayu Wisnawa0I Nengah Subadra 1I Wayan Kartimin2I Nengah Aristana3I Wayan Arsawan4Ni Made Hartini5Department of Hospitality, Department of Internasional Business ManagementDepartment of Hospitality, Department of Internasional Business ManagementDepartment of Hospitality, Department of Internasional Business ManagementDepartment of Hospitality, Department of Internasional Business ManagementPoliteknik Negeri BaliUniversity of Triatma Mulya This study is aimed at determining the factors that lead to long-term brand loyalty among tourists visiting tourist destinations and the effectiveness of e-marketing measures in developing tourism in Bali. It specifically looked at four aspects, including service quality, brand image, brand awareness, and customer satisfaction to determine which was the most important to the tourists. This study adopts a mixed-method approach, primarily using quantitative methods supported by qualitative research to obtain a better understanding of the case. It involved 200 tourists who had visited Bali twice or more. The quantitative data were analyzed using structural equation modeling (SEM) analysis and the qualitative data were analyzed using thematic analysis. The research findings revealed that brand loyalty is formed by brand image, service quality, brand awareness, and customer satisfaction, with customer satisfaction being the strongest factor, while brand image and service quality are less likely to be considered, and the development of e-marketing using popular social media and an integrated web is required to expand the target market. https://journal.qubahan.com/index.php/qaj/article/view/190brand loyaltybrand imagebrand awarenesscustomer satisfactione-marketing |
| spellingShingle | I Made Bayu Wisnawa I Nengah Subadra I Wayan Kartimin I Nengah Aristana I Wayan Arsawan Ni Made Hartini Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia Qubahan Academic Journal brand loyalty brand image brand awareness customer satisfaction e-marketing |
| title | Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia |
| title_full | Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia |
| title_fullStr | Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia |
| title_full_unstemmed | Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia |
| title_short | Analyzing Tourism Brand Loyalty and E-Marketing Development in Bali, Indonesia |
| title_sort | analyzing tourism brand loyalty and e marketing development in bali indonesia |
| topic | brand loyalty brand image brand awareness customer satisfaction e-marketing |
| url | https://journal.qubahan.com/index.php/qaj/article/view/190 |
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